Why #DoTheShiggy Went Viral
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If you spend any amount of time on Instagram, you probably have seen at some point the #DoTheShiggy (also known as the #InMyFeelingsChallenge). People doing a dance to Drake’s “In My Feelings.” Created by social media influencer and comedian, Shiggy. How did it go viral? Influencers. That’s really the short answer — Shiggy himself had a decent following, and then everyone from athletes, to models, dancers, actors/actresses, artists, and everyone in between started “doing the shiggy.”
That’s an easy answer. The question I want to uncover in this article is why it went viral? What are the elements of the video that made other influencers want to do the shiggy? Let’s delve into it.
Social Currency and Comedic Relief
In some of my other articles, I’ve referenced a concept coined by Jonah Berger called “social currency.” The idea behind social currency is to make shareable content, one has to make those sharing the content garner likes/shares themselves. This could involve doing something funny, cool, emotionally-moving, scary, etc. People will share, and participate, in content that they know will net themselves likes/shares. The Shiggy Dance (a) uses a popular song with one of the biggest artists in the world (Drake), and (b) is funny. Combine those two elements — popularity and comedic relief — and you’re on your way to a winning formula for creating shareable content.
Simplicity
Another element I’ve talked about in my article on why everything Drake touches becomes an Internet sensation is simplicity. Drake is the king of simplicity — think about the album artworks for Nothing Was The Same, If You’re Reading This It’s Too Late, Views — all super simple. The Shiggy Dance wouldn’t have been able to go viral if it wasn’t simple — people would not have been able to replicate it. Part of it’s success in going viral is it’s pure simplicity, while enabling people to do their own interpretation of the dance.
The Ask
Finally, Shiggy already had a large following on Instagram and asked his followers to #DoTheShiggy. Once again, I’ve written about it in other articles but I’ll repeat: by asking your fans of something, you’re giving them the opportunity the become a part of something bigger — people feel a sense of belonging, which they enjoy. The dance really started taking off when New York Giants player Odell Beckham Jr. did the dance (which Shiggy reposted), and then what followed suit was a ton of famous people with massive followings doing the dance, TV appearances for Shiggy, and a tutorial on how to do the dance from man behind it.
Conclusion: A Hint of Luck
I don’t think there’s any “secret formula” on how to go viral. It takes some luck and persistence; but I do believe there are elements that make content more shareable, and therefore increase your chances of going viral. It’s not a yes or no thing — it’s about increasing your probability of going viral. Simplicity, leveraging hot topics in culture (Drake’s new song), providing social currency (in the form of being funny), and asking your followers of something, all increase your likelihood of going viral. Top it off with already having an established audience yourself while also getting some nods from major influencers and the Shiggy Dance has become a viral sensation.
