Finding viral content isn't about direct plagiarism. The most effective strategy is to identify a trending idea or format and then apply your own unique perspective or 'take' to it. This approach leverages existing audience interest while creating a new, original piece of content.

Algorithms struggle with accounts that have changed topics over time. Starting a new, niche-focused account allows the algorithm to quickly identify your audience, leading to faster discovery than an old account with a confused history.

To grow an audience, you have two strategic choices: be an early adopter on an emerging platform where there's less competition, or be in the top 5% of talent (funniest, smartest, most expert) on a mature, saturated platform. It's difficult by design.

Five years ago, success on TikTok came from quickly hopping on trends. According to Duolingo's Zaria Parvez, that strategy is now saturated. Brands that stand out today prioritize unique creative that isn't trend-dependent, as consumers have grown tired of seeing dozens of brands doing the same thing.

Unlike Twitter which may reward niche wit, Instagram virality depends on broad shareability. A product management meme account grew to 55k followers by focusing on relatable tropes (e.g., the PM vs. engineer dynamic) that professionals in adjacent roles would share with their peers, expanding the content's reach beyond its core audience.

Keep a swipe file of viral content to identify underlying themes or formats (e.g., "harsh truths"). Instead of copying, adapt the successful theme to your specific audience (e.g., "harsh truths of being a CISO"). This leverages proven psychology for your niche.

Focus less on your main social handle and more on distributing content across numerous niche accounts. Modern algorithms prioritize user interests over follower graphs, meaning a clip on a new account with zero followers can go viral and build a business from scratch.

In today's "interest media" landscape, follower counts are secondary to content merit. Instead of focusing on a single large account, launch multiple niche accounts. A brand-new handle with zero followers can achieve massive viral reach on its first post, making this a powerful growth strategy.

The company strategically created a portfolio of user-generated content pages in various categories like golf, animals, and sports. These accounts served as foundational audiences, or 'flags,' that could later be leveraged to launch targeted original shows and product lines like Breezy Golf.