No audio available for this content.
It could be argued that the world’s first social media influencer was religious reformer Martin Luther, and the first social media platform was the printing press. In 1517, Luther’s 95 Theses spread like wildfire throughout Europe because someone took his scholarly Latin argument to a printing press and translated it for the masses. Within just a few years, the Reformation was gaining massive traction.
Today, while you still see righteous indignation on social media, the most popular content usually consists of funny videos and memes. Not everything on social media is intended to go viral, but it is a game-changer when a business puts something online and it truly takes off.
Key takeaways
- Embrace authenticity by sharing “real life” moments from community events that resonate emotionally or humorously with viewers.
- Understand the algorithm by using researched, high-traffic hashtags to help your content reach a global audience.
- Leverage controversy as a driver for engagement, as both positive and negative reactions encourage the shares that fuel viral growth.
Case in point
Jeremy Goins, ACE, co-owner of Troy, Mo.-based Pesky Critters Inc., experienced such a moment last year. He posted a Facebook Reel of a little girl struggling to hit a fake rat on a “Whack-a-Rat” game at the Lincoln County Fair. Most business posts draw little interest beyond a few family members, but this recording gained incredible momentum. On July 9, the Reel had just 70 views; by July 30, it reached 11.4 million.
At press time, the video has climbed to well over 16 million views with 58,000 reactions. This single moment of engagement helped the company accumulate nearly 3,000 followers on its Facebook page. Goins attributes the success to the fascination people have with kids playing games poorly, but also to a bit of “outrage” from viewers who thought the game was mean to animals. This controversy encouraged conversation and sharing.
Building awareness
The exposure is a major milestone for a company that started as a side hustle. Founded in 1990 by Goins’ father, Dennis, Pesky Critters transitioned into a full-time family business in 2005. Jeremy joined as a technician in 2013, eventually taking over leadership with his sister, Rita Bartolomeo, and cousin, Jake Goins. Today, the 10-employee team provides termite, bed bug and mosquito services and is projected to hit $1.25 million in revenue in 2026.
Best practices
Social media is a valuable resource for growth, but you have to know how to drive the algorithm. Adam Holt, BCE, of NameDatBug Consulting, notes that hashtags are critically important. He suggests taking a few seconds to research the top viral hashtags — such as #foryou or #viral — using tools like ChatGPT or Google.
Let your creative juices flow. You might just become the next internet craze. While the world has moved on from the printing press to Reels and TikToks, the goal remains the same: getting your message to the masses. Whether it is a scholarly argument or a “Whack-a-Rat” video, the right platform can catapult your brand into the stratosphere.
