We can’t go viral on command, but we do our best to make it a regular occurrence*. Reaching audiences where they are, in formats they’re used to, is a key ingredient in going viral. Social-first fandoms expect social-first brands, so we can’t stress how important it is to be true to the platforms. Here’s one way we’ve done this recently:

We shared a Gushers reel on Instagram in a user-generated format of someone stumbling upon a car filled with packages of Gushers. Mimicking the style of video shared on the platform is a great way for brands to leverage existing momentum and actively demonstrate an understanding of social. If your audience is just pulling out their phone to film, maybe you should do the same! As of today, this Gushers reel has earned over 8,900,000 organic views and more than 1,100,000 likes.

*“Going viral” is not an objective. Earning reach with messages that resonate with key audiences is a critical measurable objective for a lot of companies. For these two brands, earning reach is a component of their strategies. The results speak for themselves. And you can share that.