Brand Strategy Guide: How To Go Viral on Instagram

 

For marketers, ‘going viral’ has long been the holy grail, an elusive achievement that promises massive reach, unparalleled engagement, and brand awareness.

A viral marketing campaign is a deliberate and creative marketing initiative engineered to provoke rapid, widespread sharing of content across digital and social networks, leveraging emotional resonance, social currency, and peer-to-peer transmission to drive massive organic reach, brand engagement, and conversions. In the past, the formula for going viral was pretty simple: be funny, catchy, or inspirational, and you had about a good chance of going viral, but today, things are a little different.  

Audiences are more nitpicky, and the algorithms even more so with everyone fighting for attention online. Figuring out the formula to sway both the algorithms and audience behavior results in virality.  And even though it’s not the only metric for success, going viral still drives brand recall and consumer engagement.

What does “going viral” mean these days?

In marketing and social media terms, “going viral” means that content spreads very quickly and widely, reaching a large audience primarily through organic sharing, rather than paid promotion.

There’s no absolute benchmark, but here are general guidelines:

1. Speed of Spread

Viral content experiences a rapid surge in views, shares, or interactions within hours or days.

Example: A video gaining 1 million views in 24 hours on YouTube or TikTok would be considered viral.

2. Volume of Engagement

Content is considered viral when it far exceeds the typical engagement for that user, brand, or platform.

For a small brand, going from 500 views to 500,000 is viral. For a major celebrity, that might not be.

3. Share Rate

Viral content typically has a high share-to-view ratio — people aren’t just consuming it, they’re actively spreading it.

It may get shared across multiple platforms (e.g., TikTok → Twitter → Instagram → news coverage).

4. Earned Media and Cultural Impact

It may be referenced in mainstream media, become a meme, spark debates, or influence pop culture.

A viral post might lead to parodies, remixes, or challenges, extending its reach even further.

Example Metrics That Suggest Virality (Platform Dependent):

• Twitter/X: 100k+ retweets/likes in <24 hrs
• Instagram: 1M+ views on a Reel within a day or two
• TikTok: 1M+ views, 100k+ likes in <48 hrs
• YouTube: 5M+ views within a week

In short, content is considered viral when it spreads at an exponential rate, far beyond its expected audience, driven by users organically and not through paid promotion.

Would you like help analyzing whether a specific campaign or post you have is viral or not?

How To Go Viral On Instagram

Adam Mosseri, Instagram’s Chief, has highlighted a shift in how users engage with the platform. People are now sending more DMs than ever, and in response, Instagram has evolved by introducing features like collaborative feeds.

These updates reflect the core of how Instagram operates today, which is by fostering deeper connections and sharing.

To truly go viral on Instagram, your content needs to be shareable.

 Here’s how you can use these strategies to go viral on Instagram:

1. Good storytelling
2. Stunning visuals
3. Creative content that leaves a lasting impression

Here’s how you can achieve these goals:

1. Combine Trending Topics with Storytelling

What makes content go viral? It’s an emotional trigger that creates a feeling or action. 

When people feel something, they’re more likely to engage. And the best way to tap into that emotional response is through storytelling. Storytelling doesn’t just present facts or sell a product; it creates an experience, helps people feel connected to your message, and makes it more memorable.

Take Dove’s “Cost of Beauty” campaign, for example. The brand tackled the impact of social media on youth mental health, and the message resonated deeply.  Because it wasn’t just about selling soap, it was about making a statement on mental health, body positivity, and social responsibility. 

That personal connection helped Dove rack up over 6.6 billion impressions in the U.S. and increased their sales by 5.5%.

Nike’s approach to storytelling is another excellent example. With their “So Win” Women’s Day campaign, Nike didn’t just spotlight top athletes; they tapped into a powerful cultural conversation about female empowerment and representation. According to Zappi, the “so win” campaign earned an impressive 86 for sales impact and 98 for brand impact, scoring high among under-35s. It’s this kind of deep emotional connection that creates a buzz that lasts.

Source: Instagram

While emotional storytelling is crucial, it’s equally important to ensure your content catches the eye and stands out visually. 

2. Create Visually Stunning and Share-Worthy Content

Instagram is a visual-first platform, 45% of Instagram’s engagement time comes from Reels, and 500 million accounts use Stories every single day. So the quality of your visuals plays a huge role in whether or not your content gets shared. 

Look at GoPro’s Instagram feed. 

Source: Instagram

It’s full of stunning user-generated content (UGC) from customers who share their adventures using GoPro cameras. This strategy serves two purposes:

1. It highlights their product’s capabilities 
2. Builds credibility with the stunning visuals.

However, visuals are more than just eye-catching images. They must align with the story and message you’re conveying. When done right, stunning visuals elevate your narrative, making it more likely for your content to be shared by your audience.

UGC is particularly powerful because it communicates the brand’s perspective while also making customers feel like part of the community, encouraging further engagement.

While stunning visuals are crucial, they’re just one part of the equation. Let’s look at how collaboration can further amplify your reach.

3. Collaborate With Influencers and Industry Partners

When you work with influencers or other brands, you’re introducing your brand to new communities. Influencers bring a fresh, creative perspective to the table, helping you come up with new and unique ways to promote your products or services.

Consider Tirtir, a beauty brand that faced criticism for its lack of shade inclusivity. Rather than avoiding the conversation, Tirtir took it head-on. The brand partnered with influencer @MissDarcei, who created a viral video critiquing the lack of diversity in K-beauty.

Source: Instagram 

Tirtir turned a potential PR disaster into an opportunity, leveraging this viral content to push their brand launch in the West. 

The result? Tirtir’s revenue shot up from $2.3M in Q1 2024 to $9.4M in Q1 2025. This is because brands using influencers in Reels see a 30% ROI boost.

Hence, listening to your audience and engaging in real-time can turn criticism into a catalyst for success.

While influencers can help you extend your reach, it’s engagement that keeps the momentum going. Here’s why interacting with your audience is just as critical.

4. Engage With Your Audience Through Active Interaction

Going viral isn’t just about sharing great content; it’s about building a community around your brand. Active interaction with your followers is key to encouraging sharing and engagement.

Responding to comments, direct messages, and mentions is a low-cost, high-reward strategy that can dramatically boost your chances of going viral. When you engage with your followers, you build a loyal community, and Instagram rewards that with higher visibility.

Toilet paper brand  ‘Who Gives a Crap’ has mastered this. 

Source: Instagram 

They engage with their audience through everything from product questions to sharing memes and jokes. This engagement builds a community around the brand, making it more memorable and likely to be shared.

Want to boost your brand’s reach with influencer marketing to go viral on Instagram?  At House of Marketers, we specialise in influencer marketing, helping you find & manage partnerships that drive results. Contact us to start your campaign. 

Once you’ve engaged with your followers, it’s time to spark some excitement with contests and challenges. This is where urgency and FOMO come into play. Let’s break down how these strategies can encourage more interaction and boost your chances of going viral.

5. Run Contests or Giveaway Challenges to Encourage Participation

Creating a sense of urgency is a great way to spark engagement, and nothing fuels urgency like the fear of missing out (FOMO). Run a contest or giveaway and watch your followers spring into action. Not only will you get people to interact with your posts, but you’ll also increase the chances of your content being shared.

GoPro’s #GoProYourSummer challenge is a perfect example. The brand encourages users to share their best summer moments in exchange for a chance to win GoPro products. This not only generates fresh UGC but also boosts brand visibility.

However, It’s important to follow the Instagram promotion guidelines so you don’t run the risk of your account getting banned. 

6. Use Instagram Ads Strategically

Instagram ads are a valuable tool to go viral. But don’t just throw money at random posts. Instead, promote the content that’s already performing well. Instagram ads allow you to target your most relevant audience and increase the visibility of your best-performing content, giving it an extra push to go viral.

7. Test and Adapt

What worked last month may not work today. Instagram’s algorithm is always changing, so it’s crucial to test different content formats (like Reels vs. carousels), captions, and strategies. Keep an eye on your analytics, and be ready to pivot if something isn’t resonating with your audience.

So, you’ve created your Instagram campaign and are ready to go viral. Before you hit ‘post,’ here are some key questions to ask yourself,

Is Your Content Ready to Go Viral? Key Questions to Ask Before Posting

Ask yourself these questions to ensure your content is primed for virality:

• Does it provide value to those who share it, helping them express their identity or strengthen relationships?
• Is it emotionally engaging? Does it evoke an emotional response that aligns with your brand?
• Is it easy to replicate? Does the content encourage people to create their own versions, like memes or challenges?
• Is it ambiguous? Does it leave room for interpretation and conversation?
• Is it easy to share? Does it make sharing effortless, with clear calls to action, hashtags, or easy-to-copy templates?

Use this infographic as your guiding light as it will steer you toward strategies that will help your content stand out, engage your audience, and spread like wildfire.

Source: hbr.org

The goal of these questions isn’t to answer ‘yes’ to each one, but to guide you in identifying the key elements of virality that you want to focus on for your campaign.

FAQs on How to Go Viral on Instagram

Q: When’s the Best Time to Post on Instagram?

A: While midday (11 AM – 3 PM) and post-work hours (7-9 PM) are typically strong, the ideal posting time depends on your audience. Experiment with different posting times and use AI tools to find the optimal window for engagement.

Q: How Does Instagram Decide What to Show First?

A: Instagram’s algorithm favors content with high engagement. The more likes, comments, shares, and views your posts get, the more likely they are to appear in your followers’ feeds and on the Explore page. So, post when your audience is most active and keep the engagement flowing.

Q: Are Hashtags Still Effective for Growing Reach on Instagram?

A: If you’ve been away from Instagram or still count on hashtags to boost reach, it’s time to reset your expectations. Mosseri mentions that creators returning after a break may experience lower performance due to the lack of recent engagement data. Additionally, hashtags no longer have the same impact on reach. They are now more useful for organising content than for discovery. While they won’t hurt your profile, they’re no longer the growth tool they once were.

Q: What to Focus on to Go Viral on Instagram?

A: There are three key metrics you should focus on to go viral on Instagram in 2025:

1. Shares – Shares, whether through DMs or Story reposts, are a strong indicator that your content is valuable and worth spreading.
2. Watch Time – Instagram now prioritises how long people watch your content, not just whether they finish it. The longer people watch, the stronger your post performs.
3. Meaningful Engagement – Real interactions, i.e., comments and likes, are crucial. Engagement is important, but only if it leads to meaningful conversations and connections.

Conclusion

Going viral on Instagram is more than just a numbers game. It’s about creating content that resonates emotionally, stands out visually, and encourages engagement. 

While the platforms and tools have evolved, the essence of what makes content go viral has remained the same: connection, creativity, and shareability. 

By combining trending topics with compelling storytelling, creating visually stunning content, collaborating with influencers, and fostering active interaction with your audience, you can set your brand up for viral success.

Now that you have the tools to make your content go viral on Instagram, it’s time to take action. 

Ready to build your Instagram Influencer Campaign? Contact House of Marketers today to explore how our expertise can help you craft effective Instagram campaigns that resonate with your audience and achieve your business goals in 2025.