7 tips for viral content from a wildly successful 18-year-old YouTuber

Jenny Hoyos.

18-year-old master of viral short form content who averages around 10 million views per video.

That’s a lot of views…like a lot alot.

I’m blown away by this information as it is not merely applicable to videos…it’s just as applicable to writing.

Before we dive in, I want to remind you that virality is not something that should be done for the sake of views…especially if it attracts the wrong audience (which I’ve seen a good number of creators realize after getting hundreds, if not thousands, of followers).

Erica Schneider wrote a great newsletter about how she single-handedly de-railed her audience composition and visibility on LinkedIn once.

You can check it out here. (Huge fan of hers).

Also, if you don’t already know who Jay Clouse is, definitely check him out when you have time. Creator Science is a brilliant newsletter with lots of insights that are data-driven and great to read!

So without further ado, I’m not going to summarize the video. Instead, I’ll pick out the points that also apply to writing.

Here are the top 7 that line up pretty well:

1. Virality is in the storytelling

2. Think in terms of visual

3. Clarity maximizes reach

4. Every second counts

5. Set expectations from the beginning

6. Powerful hook and closing are essential

7. Speak directly to your target audience

Let’s expand on each of these a bit for both sides!

Virality is in the storytelling

Yep, you’ve seen this probably over and over and over again, but you probably know that storytelling is the difference between just another commodity or an experience that sticks with you.

Compelling stories, regardless of the medium delivered, is the thing makes something easy to consume again and again and again.

Think visually and treat like a longform

This was a very interesting perspective that I hadn’t thought of for either video or text before.

It makes sense, though, doesn’t it?

As a person who enjoys drawing and using AI to generate images now, visual thinking enables you to paint a picture for your audience even before they start consuming your content.

It’s like pregaming or having an appetizer or cramming an hors d’oeuvre in your mouth before getting to the main course.

In other words, your hook should be interchangeable as a thumbnail on YouTube or the first line on an X post.

Treating short-form content as a hyper-distillated form of longform content was something I hadn’t thought of before…kinda like sea monkeys.

This is a powerful approach, though, as it enhances your ability to repurpose and expand content that much more effectively.

Clarity and simplicity

This one probably sounds familiar.

A 5th grader should be able to understand what’s going on from the start.

Jenny has statistically proven this from analyzing hundreds of videos, though, so there is actual proof that this number didn’t come out of nowhere.

Virality is dependent on reach, and since she targets her younger self and her cousins (who don’t speak English), this further demonstrates her understanding and focus.

So yes, keep the language simple and straightforward.

Every second counts

As X has been evolving this year, her tip for keeping the attention of the audience here applies to both platforms. There are a number of ways this has been conveyed by larger creators as well in the form of viewer retention (YouTube) and sticky writing (Kieran Drew).

In shorts for video, ending it abruptly in a tasteful manner so that it statistically performs well in analytics is very difficult.

For Jenny, 34 seconds appears to be the sweet spot for her videos.

Incidentally, I’ve also made a number of videos that are around this length for X.

Set expectations from the beginning

This is the open loop format that we know and love in writing. There’s something about it that pulls at us when we’re told upfront, and the buy-in for it is instantaneous.

“I’m going to do XYZ…”

“I’m going to cover X things to get Y result…”

Your mind wants to have the sense of closure when it’s provided with this type of information.

Why do you think raffles are always at the end for that beautiful toaster oven you had your eye on the moment you walked into the event?

Just me? Ok.

Powerful hook and closing

Viral videos perform well when the closing provides the best payoff relative to the hook that promised it to the audience.

The mind tends to retain the latest information the best.

The technical term in psychology for this is known as “primacy-recency”. The fact that Jenny understands this and references it is a testament to her dedication and intelligence. Not many teenagers can toss around that term and have proof of using it effectively.

If you want your ideas to resonate and be shared, save the best for last.

Speak directly to your target audience

Jenny clearly states her target audience in this interview. Again, this isn’t anything new to either video or writing, but the results from the depth of understanding can’t be overstated with results shared from her.

Stiff and formal writing never did any favors for anyone trying to write to the masses. The same applies for short-form video.

Having an in-depth profile about your audience (AKA the ideal customer profile or ICP), is essential to maximum reach and maximum impact.

There was plenty more in this interview, but these are the ones that stuck out to me the most.

Takeaway

To recap:

• Virality in any medium has common characteristics

• There is only a very brief period to capture attention

• Long-term relationship building with the audience matters

Maximizing the effects of your presence for reach and visibility are key to becoming successful as a content creator, regardless of the medium you specialize in.

Here’s this week’s actionable exercise:

• What compels you to consume the content you consume?

• Tell a personal story in 30 seconds

This is an exercise in structuring your stories.

Thought of the week:

An Inspirator constantly strives to refine the delivery of their ideas.

This is the last entry for October! Happy Halloween for those of you who are reading from the US.

Don’t overdose on candy. I’m sure there is going to be plenty of viral content out there on this topic.

Vince

P.S. I’m starting to write on Medium as well now. If you’re interested in seeing what I share there, check it out. I don’t feel the need to stick to any one topic there, and I’m always evolving.

P.P.S. I’ve had a breakthrough in what I can focus more on for this newsletter, and it’s going to go through a major overhaul soon to reflect that revelation. I know, I know…I keep rebranding.