In the digital age, music has found a new way to spread its wings and soar to unprecedented heights — through social media.
While the core elements of a hit song remain the same — catchy lyrics, a groovy beat, and an infectious melody — it’s the power of platforms like Instagram and YouTube Shorts, coupled with a psychological phenomenon known as the “mere-exposure effect,” that has revolutionized the music industry.
In this article, we’ll dive into the fascinating world of how songs go viral on social media, exploring Instagram examples, YouTube Shorts success stories, and the intriguing role of micro-influencers in this ever-evolving landscape.
The Mere-Exposure Effect: A Psychological Boost
Before we dive into the intricacies of how songs go viral on social media, let’s take a moment to understand the psychological phenomenon that underpins it all — the mere exposure effect.
Coined by psychologist Robert Zajonc in 1968, this phenomenon posits that people tend to develop a preference for things they are exposed to repeatedly.
In music, this means that the more a song pops up on your social media feeds, the more likely you are to listen to it and, eventually, become a fan.
Instagram: The Visual Soundtrack of Our Lives
Instagram is no longer just a photo-sharing app; it’s a platform that seamlessly integrates music into the fabric of our daily lives.
Artists, both established and emerging, have harnessed the power of Instagram to create viral sensations out of their songs.
Instagram Stories: The 15-Second Hit Factory
Instagram Stories, with its ephemeral nature and millions of daily users, provides a fertile ground for songs to go viral. Artists and influencers use the “swipe up” feature to link to their music, enabling users to listen and engage with the song directly.
One noteworthy example is the rise of Lil Nas X’s “Old Town Road.”
The rapper and his team used Instagram Stories to preview snippets of the song, teasing users and creating anticipation.
This strategic use of the platform, combined with the mere exposure effect, propelled the track to unprecedented success.
YouTube Shorts: Short, Sweet, and Viral
YouTube Shorts, the platform’s answer to the ever-popular TikTok, has also emerged as a game-changer for musicians.
The short video format allows artists to create visually engaging content that accompanies their songs, making it easier for users to connect with the music.
An excellent example is the viral sensation “Savage Love” by Jawsh 685 and Jason Derulo.
The catchy tune and a dance challenge on YouTube Shorts took the world by storm.
Users across the globe joined the challenge, using the song as their soundtrack, resulting in a snowball effect that made “Savage Love” a chart-topping hit.
The Power of Micro-Influencers: Fueling Virality
Now, let’s talk about the unsung heroes behind many viral music hits — micro-influencers. These individuals may not have the massive followings of A-list celebrities, but they wield a unique power to influence niche audiences.
Artists and their marketing teams often tap micro-influencers to give songs that initial push towards virality.
These influencers create content around the song, whether it’s dance challenges, lip-sync videos, or heartfelt endorsements, to help the song reach a broader audience.
But how do micro-influencers benefit from this partnership? Well, they’re not doing it for free.
In fact, they’re often paid handsomely for their contributions.
While the exact payment structure varies, it typically includes a combination of fees, promotional support, and a share of the song’s revenue. Some micro-influencers have even launched their music careers after their viral success.
Take, for instance, the rise of micro-influencer @DancingDaisy. With a modest but highly engaged following of 50,000 on Instagram, Daisy partnered with an emerging indie artist for a dance challenge using one of his songs. The challenge quickly went viral, and the song gained millions of streams on various platforms. Daisy, in return, received a substantial fee and a share of the song’s earnings, which catapulted her from micro-influencer status to a recognizable name in the dance challenge community.
In the age of social media, the mere-exposure effect is the driving force behind how songs go viral.
Instagram and YouTube Shorts have become the modern stages for artists to showcase their music, while micro-influencers play a crucial role in propelling songs to stardom.
It’s a symbiotic relationship where artists, influencers, and audiences all come together to create a viral symphony.
As we continue to navigate the ever-evolving landscape of social media, one thing remains clear: the power of music to captivate our hearts and ears knows no bounds, and it’s now more accessible than ever thanks to the magic of the mere-exposure effect and the dynamic world of social media.
So, the next time you discover a new earworm on your Instagram feed or get caught up in a YouTube Shorts dance challenge, remember that it’s not just the music that’s captivating you; it’s the psychology of the mere-exposure effect at play, turning catchy tunes into global sensations.
……… And who knows, you might just be the next micro-influencer to make it big in the viral music scene.
