Why Going Viral Isn’t Just Luck
It’s every brand’s dream: a post that takes off, racks up the shares, and sparks conversation across platforms. Recently, one of our social media posts for the March on Washington Film Festival went viral—yes, viral! Kudos to Dominique Wingate, Social Media Coordinator, for crafting this high-performing post. As exciting as that moment was, it led us to reflect on what drives high engagement on social media.
Virality Starts with Strategy
A viral moment can sometimes feel spontaneous, but behind almost every high-performing post is a blend of strategy, timing, and authenticity. At Black Digital, we believe the foundation of great content is being intentional with your message, audience, and delivery.
Tips From Our Content Team
We turned to our content team to break down what really works when creating engagement-worthy content. Here’s what they had to say:
Lead With Authenticity
“Post what genuinely resonates with you: share stories, ideas, or perspectives that you personally connect with—even if they aren’t ‘mainstream.'”
— Dominique Wingate, Social Media Coordinator
It can be behind-the-scenes moments or a fresh take on industry trends, content that is personal often feels more shareable.
Top-performing post: March On! Celebrates Women’s History Month
Lean Into Your Network
“Tag people with large audiences who will engage with the content. Encourage team members to repost posts with their own thoughts attached.”
— Liesel Allen, Social Media Manager and Content Writer
Top-performing post: FARE Celebrates Black History Month – Thasunda Brown Duckett Spotlight
Involving your team and community in sharing and responding to content helps expand your reach.
Stay Relevant
“Stay culturally relevant and tap into what people are already talking about. Tag individuals mentioned in your post to foster connections, broaden your audience, and boost engagement.”
— Talia Sabbath, Marketing Content Writer
Content entering conversations that are already happening has a better chance of being seen and shared.
Top-performing post: The Executive Leadership Council (ELC) – Joy Reid Talks About “Affirmative Action”
Engagement Is the Goal
Going viral is exciting, but long-term success is built on consistent engagement. That’s where true impact lives. Whether a post hits 1,000 views or 100,000, we’re always aiming to create meaningful moments that resonate.
