Rachael “Raygun” Gunn - How to Create Viral Content

B-Girl Raygun. Photo by Elsa/Getty Images

Social media went wild over the weekend with Australian breakdancer Rachael Gunn (aka Raygun) causing quite the stir over after her performance at the 2024 Paris Olympics.

If you've somehow managed to miss this, check out TikTok or YouTube and search "Raygun". Actually, you only need to type the letter "R" into your YouTube search bar and her name will come up. That's how popular she is right now.

Whilst I won't go into the details of it all, I was interested in looking at what's happened through a marketing lens and what makes something go viral in 2024.

Here are three things that help make viral content:

1. The content is topical

It's relevant and happening right now. The live nature of content makes it more engaging and appealing for viewers as people feel like they are a part of the experience, simply by sharing their views on the matter. And to an extent, they do become a part of the experience.

2. It's divisive and controversial

Raygun’s performance has made waves internationally with the internet having a field day debating how she got there in the first place, should she have represented Australia, why the judges scored her zero, should we be applauding her efforts and creative courage?

Content that is controversial lends itself nicely to going viral as there are two (or more) sides of the argument for people to get behind and comment on. And when engagement is a key part of the social media algorhtym, it pays to have controversial content.

3. It's evocative

Whether you loved or loathed Rachael Gunn’s performance, it's hard to deny that it was emotionally evoking. I have to admit, when the kangaroo hop and sprinkler move busted out, I couldn't hide my amusement. And seeing content creators remix her moves, took it to a whole new level of entertainment. Goodbye Sunday afternoon.

Content that elicits an emotional response is always going to over-perform. And in the case of viral content, content that entertains is perfect for social media platforms like TikTok and Instagram, where people are "hanging out" looking for amusement as they take a break or unwind from their day.

Just some things to think about if you’re content planning and / or creating content that you want to make a mark (and go viral).