One of our clients went viral on Instagram. Here’s how we did it.
Whether we like to admit it or not, we’d all love our content to go viral (at least once, right?) Now, going viral shouldn’t be our objective in marketing. But, when it happens, it can offer a fantastic boost to your visibility, brand, and credibility.
Last month, a simple Instagram Reel shared by our client, KIN Architects, caught fire, amassing 123K views – more than 30 times their usual count! The Reel itself wasn’t particularly groundbreaking. It featured the team answering a straightforward question: “What do architects want in their own homes?” No elaborate setups, scripted monologues or professional editing needed. Just genuine smiles and brief insights into their design preferences.
Watch it here so you know what we’re talking about before we dig any further.
Check out how this Reel’s views compare to the rest!
We spoke to Grace Dooner, Markedly’s Content Marketing Coordinator, to learn more about the strategy behind the Reel and why it exploded in the way it did. Here are the key takeaways.
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We noticed that organic, authentic content was striking a chord with KIN’s audience. A recent post of similar nature received double their usual views, signaling that this approach resonated well. This encouraged us to double down on this type of content.
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We mainly came up with the idea as a way to continue providing value and insights while their recently completed projects were getting photographed and videos made. We also wanted to let the audience get to know the whole team a bit more. This serves as a reminder that even if you feel like you're short on project content (whether you're just starting your practice, in a quiet business period or waiting on new projects to finish), there are other avenues to explore. Delve into some different areas, like your team, your process or your design insights, and it might shake things up for the better!
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Architects often underestimate the appeal of their expertise and personal tastes to their audience. People are curious about the thought processes behind your design choices. Embrace this and share your insights confidently.
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Adding the hook (“What do architects want in their own home”) as text at the beginning of the video and Reel cover immediately sets the stage for viewers. This means that anyone – whether they follow them or not – can easily see what the video is about in the very first second they view it. This is a great way for capturing someone’s attention span and enticing them to watch the full video.
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We’ve seen this time and time again: people love people, even if they’re complete strangers. When you see real faces and real names, we start to make a connection. We get easily invested and want to know more. This is amplified even further when the people in the clip are seen as an expert in the topic!
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Filming a Reel that performs well does not have to be complicated. All it took for this Reel was some simple videos of each team member and their personal insights, added in as text on screen. It's all just filmed on an iPhone and stitched together on Instagram. Anyone can do it!
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We had no idea or evidence to prove that this Reel would explode the way it did! It always pays to experiment and try something new in your marketing.
Need help with your marketing? Whether you’re looking for us to oversee your social media, or you need a little help with your marketing strategy, get in touch here.