How to Go Viral on Instagram: Advice for Ecommerce (2024)

Imagine being able to tell your story to millions of people online. Going viral gives you a chance to do just that. Going viral on Instagram can help you promote your brand to the platform's roughly two billion monthly users. One viral post can potentially generate more interest, sales, and brand awareness than hundreds of paid ads.

Artem Kuzmichev and Richard Mabley are famous on social media. Her company, Transformer Table, launched in 2016 with a viral video that garnered more than five million views on Facebook within a week – organically. Then, in 2022, they hit the jackpot with an influencer video on Instagram that now has over 131 million views.

“It’s actually one of the top ten most viewed videos on Instagram,” Artem says in an episode of Shopify Masters Podcast.

Learn what makes a viral Instagram post and gain valuable insight from Artem and Richard on how to create content that sparks interest and captivates viewers.

What is considered viral Instagram content?

There is no exact number of views, likes, or shares that determine whether an Instagram piece of content has gone viral. Any Instagram post or Reel that exceeds the average number of likes, shares, or views for that individual user's account can be considered viral – the number of views required to reach this benchmark depends i.e. the user and the size of the account, the community in which it is shared, and the format.

Viral posts are promoted in Instagram feeds or on Instagram's Explore page – even to users who don't follow the creator. This means that an exceptionally viral Instagram post can reach a much wider audience and jump to other platforms or start trends, while other users try to recreate the same content with their own twist.

How does content go viral? Some videos go viral organically, while others are the result of careful consideration of Instagram's algorithm. Many companies and marketers create shareable content specifically for viral distribution, following what the Instagram algorithm (and other social media algorithms) tend to promote.

Benefits to your business when you go viral on Instagram

There are even more benefits to having your Instagram Stories and Reels go viral than getting more likes on your posts. Companies that create viral, high-quality content can see:

• More potential sales. According to a survey, 85% of Gen Z shoppers say social media platforms help them make purchasing decisions. Viral Instagram posts can help drive new customers through your (virtual) door.

• Increased number of followers. When a post goes viral or hits the Explore page, you're likely to receive views from unique users who don't already follow your account. These views can turn into new Instagram followers and hopefully loyal customers.

• Increased brand awareness. A viral post can reach many thousands of Instagram accounts. If you create content that reinforces your brand message, you can have thousands of Instagram users who will recognize your brand in the future.

How to go viral on Instagram

There is no foolproof strategy that will help you achieve Instagram fame. If you want to create viral content for your business, it makes sense to follow strategy-based content creation tactics. Here are some Instagram insights from Transformer Table co-founders Artem Kuzmichev and Richard Mabley – tips that go beyond using the right hashtags and posting times:

Go to untapped markets

You can try to compete with other Instagram accounts with millions of followers, or you can carve your own path in niche communities to go viral. Even though few people may initially engage with your content, you have the chance to reach new audiences who have never heard of your brand or its competitors.

Artem and Richard believe part of the reason their video went viral was because Rasha, the influencer who created it, had a large audience in countries that hadn't yet reached out to them – particularly outside the US and Canada.

“Many people in the US have seen our product,” says Artem. “You know, it was less divisible for the United States, but it was much more divisible for the rest of the world.”

The bet paid off. With Rasha's help, people in the Middle East saw and shared the post at breakneck speed.

Be ready to deliver

If your Instagram reel or video goes viral, don't let it surprise you without a plan. Becoming an overnight sensation on Instagram can be exciting. If you don't have the resources to start shipping products right away, your instant popularity can lead to shortages, out-of-stock notices, and missed opportunities.

When Artem and Richard saw views increasing in Dubai, they were excited, even though they didn't know much about the market. But that didn't stop her.

“We didn’t wait a second and sent a container,” says Richard.

Both see their willingness to take risks as a large part of their success.

“That’s one of the great values ​​we have in the company,” says Richard. “That’s how we really grew.”

Connect with the right influencers

Find influencers with a unique and creative voice that appeals to your target audience and helps you go Instagram viral. Artem and Richard didn't come across Rasha by chance – they chose her because they thought she would resonate with their target audience. Rasha has a luxe aesthetic, is a mother and has a large following in the Middle East, where she has not yet established a foothold.

Another influencer pool they had great success with was the Costco Influencer Market.

“We took the influencer program and gave it to Costco,” says Artem. “[so] We found influencers that were Costco specific.”

They worked with several influencers behind the “Costco Finds” trend, in which creatives spotlight their latest favorites at the wholesale chain.

“Our Costco sales absolutely skyrocketed in May,” says Richard. “Over three million online for Costco alone.”

Make big swings

The reality is that going viral can be more complicated than just creating visually stunning content, using relevant Instagram hashtags, and trying to encourage audience engagement. Don't play the same old Instagram game you see in other people's posts. Instead, take risks and find your own personality to stand out. Your engaging content will stand out from other posts if you keep your creative voice alive in your own content.

And it's okay if not every big swing is a home run – Artem and Richard explain that that's all part of the process, too. Richard remembers a particularly outlandish idea they had: buying a pickup truck, setting up a mechanism in the back, and driving one of their tables to Manhattan to do a little guerrilla marketing. They stayed in the city for three days, parking in different places.

“It didn’t work,” he says. “People [didn’t] even get it. It's a table. They looked at it strangely and asked themselves, 'What is this?'”

All they received was a series of parking fines.

“Trial and error,” says Richard. “Take those risks, even those crazy risks, because sometimes those crazy ideas work… they work well.”

Trust your influencers

Collaborating with influencers can be a quick way to create engaging content for your brand and increase engagement quickly. Funny story about Transformer Table's viral hit: Artem and Richard didn't like the video at first.

“It was a bit back and forth,” says Artem.

Rasha sent them a first draft, which they rejected. A few months later they tried again and they still weren't thrilled with the results.

But Rasha knew her following audience – after all, she said she liked the final version, Artem and Richard gave her permission to publish it, and the rest is history. As professionals, influencers have valuable insights into the interests and content of their target group. It may make sense to give up some control and let them do their job.

Keep trying

Artem says that creating viral content on Instagram is ultimately a combination of three things:

• Know what you are doing
• A bit of luck
• A lot of hard work

It can be difficult to figure out the algorithm and create engaging content that appeals to users, but Artem says the key to success is sticking with it.

“If you try hard enough, you will succeed. You’ll get there eventually.”