Why does the “Hawk Tuah” girl have a podcast? Why is Jools Lebron, the “very cutesy, very demure” girl at a Patrick Tah makeup event? It's the power of going viral.
Written By Olivia D'Alessandro
Account Executive
Everybody enjoys a viral moment. But why do some viral moments propel people into a career within social media? As the communications world continues to grow and adapt, those entering it must be aware of the answers to these questions.
For years, many everyday content creators have gone from a viral sensation to established influencers. For example, after Addison Rae became TikTok famous for her 10-second dancing clips, she went on to become best friends with Kourtney Kardashian, attend the MET Gala, and continuously maintain a growing singing career, collaborating with stars such as Charli XCX and Troye Sivan.
So, how do these individuals gain a career in the spotlight through 15-second clips of fame?
I believe there is a sense of “striking while the iron is hot” among influencers and content creators that pushes them to do whatever they can to stay relevant before their viral moment fizzles out. We consume so many kinds of media in just one day, leading to trends and interests quickly dying out. Having a viral moment is a great way for a person to launch a social media career. A prime example of this is an influencer who started their career online via their viral moment, Jake Shane.
Jake Shane created TikTok videos in which he would take prompts from fans and turn them into hilarious videos. After going viral for his videos, Shanes's career began to soar, from starting his hit podcast, Therapuss, to attending New York Fashion Week and having his first live show tour. He has also been allowed to work with major companies such as Poppi, Laniege, and so many more through sponsorships and campaigns. Shane successfully created brand partnerships, collaborated with other creators, and diversified his content in a way that allowed him to maintain his popularity. People find such joy in his content because of how relatable he can be, as well as because he remains uniquely himself and stays true to his values. He has even come out with his pop album, "Puss & Poems", featuring stars like Joe Jonas, Tate McRae, and Snooki.
In the communications industry, professionals always try to keep up with trends to keep their company or client relevant among their target audience and the public. This idea is very closely related to what people are doing when they have a viral moment. Whether they begin to post more content or participate in brand deals, these influencers capitalize on their 15 minutes of fame. More and more companies are beginning to partner with influencers to launch these viral moments. If they can reach an influencer’s target audience that they may not already have on the company’s radar, both parties benefit from the publicity, helping both profit in the end.
Influencers must do what they can to stay relevant in a digital age where people’s attention spans continue to shorten. The communications industry must continue to recognize the power of influencers and viral moments, as those within it are also actively trying to influence audiences in a way, just like the people who have these viral moments.