Did you know that video content now drives over 80% of internet traffic worldwide?
With TikTok, Instagram Reels, and YouTube Shorts dominating digital behavior, short-form video isn’t just a nice-to-have — it’s a powerful business tool.
But what makes a social media video go viral? Is it the soundtrack, the edit, or the timing? While virality can feel random, the truth is: top-performing brands follow repeatable strategies to capture attention and spark engagement.
Here are five essential lessons — with examples — to help your brand create videos that don’t just scroll by, but actually stick.
1. Hook Viewers in the First 3 Seconds
Social media users make split-second decisions — so you have almost no time to make them pause.
Brands that go viral lead with a visual punch, curiosity trigger, or quick action to grab attention immediately.
Example:
Duolingo opens TikToks with its owl mascot doing something unpredictable — from dancing in a meeting room to silently judging users. Viewers can’t help but stay to see what happens next.
Lesson: Don’t “build up.” Put your strongest moment right at the start — it’s what earns the first tap, not the end.
2. Tell a Story — Fast and Clear
Even a 15-second video needs a storyline. Great content follows a micro-arc: a situation, a twist, and a resolution. It doesn’t need to be dramatic — just emotionally relatable.
Example:
Jollibee Studios builds love and family stories into even their shortest Reels. One “mini-film” shows a couple reuniting at the airport with a surprising emotional twist — filmed and edited to fit under 60 seconds.
Lesson: Stories trigger memory and emotion. Use narrative to connect, not just promote.
3. Use Platform-Specific Formats
What goes viral on TikTok won’t always work on Reels or Shorts. Top brands adapt their editing, captions, and even tone for each platform’s culture.
Example:
Glossier posts polished, aesthetic routines on Instagram Reels — but takes a casual, behind-the-scenes approach on TikTok with user-generated content and humorous voiceovers.
Lesson: Don’t just repost. Format and film with the platform in mind.
4. Tap Into Trends — But Own Them
Trends give you discoverability, but branding gives you memorability. The brands that consistently go viral don’t just jump on trends — they shape them around their message and audience.
Example:
Lazada Philippines jumped on the “Little Miss” meme with posts like “Little Miss Checks Out Her Cart After Midnight” — instantly resonating with late-night online shoppers.
Lesson: Trends are a vehicle. Your twist is what turns views into followers.
5. End with Emotion or a Clear Call to Action
Viral videos leave viewers with something — laughter, reflection, a surprise. The best also add a light CTA: “Tag a friend,” “Try this,” or “Visit our link.”
Example:
Cebu Pacific Air released a reunion video campaign that showed OFWs arriving home to loved ones. Emotional, relatable, and followed by a subtle “Book now to reunite” — it drove both shares and bookings.
Lesson: Make viewers feel something — and then guide them toward a next step.
Bonus: Consistency Builds the Real Momentum
One viral hit is great. But sustainable success comes from consistency, testing, and refinement. The brands that win on social media use data, storytelling, and production systems — not guesswork — to engage audiences long-term.
At Dominguez Digital Marketing, we work with businesses to craft video strategies that blend creativity, platform fluency, and content performance. From concept to campaign, we help you build scroll-stopping, sales-driving video content.
💬 Note: While there’s no one-size-fits-all formula, these principles help shape content that resonates and performs. Whether you’re a startup or an established brand, what matters most is consistency, authenticity, and creativity tailored to your audience.
Want to know what kind of content works best for your brand?
Book a free 20-minute Video Content Strategy Audit with our team.
We’ll review your current content, spot your opportunities, and help shape a smarter social media approach.
Contact us today.
About the Author
Janette Toral is a Digital Strategist at Dominguez Digital Marketing, where she guides brands through digital transformation using data, content, and emerging technologies. With over two decades of experience in digital marketing and education, she is also a passionate advocate for responsible and strategic AI adoption in business. Her latest book, Smarter with AI: A Confidence-Building Guide for Using Artificial Intelligence in Business and Everyday Work, explores how professionals and organizations can use artificial intelligence to boost creativity, productivity, and performance in the digital age.