In today’s fast-paced digital landscape, the ability to create viral video content can significantly impact a brand’s success.
For our Agency Spotlight #4, we had the privilege of interviewing viral video marketing strategist James Masi, the CEO of Via Masi, whose innovative approaches have helped numerous brands elevate their social media presence.
In this exclusive interview, we posed 10 insightful questions, exploring the psychology behind viral videos, practical tips for small businesses, and the latest trends shaping the industry. Whether you’re looking to enhance your marketing strategy or simply want to understand what makes videos go viral, this interview is packed with valuable insights you won’t want to miss!
1. What inspired you to specialise in creating viral video content, and how did you get started in this field?
I’ve always been fascinated by the power of video to tell stories and evoke emotions. Early on, I noticed that some videos resonated deeply with audiences, while others fell flat, even if they had great production value. What inspired me to specialize in viral content was understanding the psychology behind what makes people share.
I started in marketing, working for brands like Mattel and Sephora, where I honed my storytelling skills. I realized that by combining storytelling with data, I could create content that not only engaged viewers but also inspired them to take action. That’s when Via Masi Productions was born, with a focus on crafting videos that convert and connect with audiences on a deeper level.
2. When planning a video campaign, what are the key elements you prioritise to increase its chances of going viral?
The first thing I prioritize is knowing the audience—what they care about, what pain points they have, and how the video can offer them value.
Next is the hook; if you don’t grab attention within the first 3 seconds, the battle is lost. I also focus on emotion—whether it’s humour, inspiration, or relatability, the content has to evoke a feeling.
The final element is shareability. If viewers feel like the content will make them look good or help others, they’re more likely to share it. Storytelling plays a massive role in tying these elements together to ensure the video is not just seen but acted upon.
3. How do you keep up with changing trends and adapt your strategies to fit the current social media landscape?
Staying on top of trends requires constant observation and testing. I’m always analyzing the content that’s gaining traction across platforms, studying new features, and paying attention to shifts in audience behavior.
I also participate in industry seminars and network with other professionals to exchange insights. But it’s not just about chasing trends—it’s about adapting them to fit the brand’s voice and message while remaining authentic. This way, we’re not just reacting to trends but setting them.
4. Can you share a specific example of a video campaign you worked on that went viral, and what do you think made it so successful?
One campaign that comes to mind is for Doctor Rosi, a client of ours who runs a private clinic.
We created a simple yet powerful video where she shared her personal journey as a doctor and the passion behind her work. The video resonated because it was authentic, personal, and spoke directly to her audience’s pain points. As a result, she gained over 50+ sales from that one video alone.
What made it so successful was the combination of raw emotion, a strong narrative, and the clear call to action that encouraged viewers to connect with her on a deeper level.
5. What role do emotions play in creating shareable content, and how do you leverage them in your videos?
Emotions are at the heart of shareable content. People share videos because they make them feel something—whether it’s joy, empathy, surprise, or even anger. In every video we create, we aim to tap into the core emotions that drive action.
For example, if we’re targeting a demographic that’s struggling with a particular issue, we create content that makes them feel understood and provides a solution. We often use storytelling as a tool to build emotional connections, allowing viewers to see themselves in the narrative. The stronger the emotional pull, the more likely they are to share it with others.
6. How important are data and analytics when planning viral content? What metrics do you pay attention to the most?
Data and analytics are crucial for understanding what resonates with audiences. I pay attention to metrics like watch time, engagement rate, and shares, but I also dig deeper into the specifics—like where people drop off in a video or what types of comments are being left.
Watch time, in particular, tells me whether the content is holding attention, while engagement metrics like comments and shares give insight into how the content is being received emotionally. This helps refine the approach for future videos to ensure continuous improvement.
7. What platforms do you believe are best suited for viral video content today, and how do you approach each one differently?
Right now, TikTok, Instagram Reels, and YouTube Shorts are the best platforms for viral video content because of their short-form, highly discoverable nature.
TikTok is all about trends and immediacy, so we lean into current music, challenges, and humor. Instagram Reels is great for building a community and aligning content with a more polished brand aesthetic. YouTube Shorts allows for a deeper dive into topics while still keeping things digestible.
Each platform has a unique audience and algorithm, so we tailor content accordingly, ensuring it’s optimized for engagement on that specific platform.
8. What are some common mistakes brands make when trying to create viral content, and how can they avoid them?
One of the biggest mistakes is focusing too much on the product and not enough on the audience. Viral content should prioritize the viewer’s experience and emotions first.
Another common mistake is not having a clear hook at the beginning—if the first few seconds don’t grab attention, viewers will scroll past. Lastly, overproducing content can sometimes work against virality. Audiences today appreciate authenticity, so it’s important to strike a balance between high production value and real, relatable content.
The best way to avoid these pitfalls is by understanding your audience deeply and crafting content that speaks to them on a human level.
9. How do you balance creativity and branding when designing video content that resonates with audiences but stays true to the brand’s identity?
The key is to intertwine the brand’s message within the story or creative concept rather than making the video feel like an advertisement.
We start by identifying the core values and voice of the brand and ensure these are embedded within the video’s narrative. The creative aspect comes in the form of how we tell that story—whether it’s through humor, emotion, or a unique visual approach. Branding should never feel forced; instead, it should be a natural extension of the content, adding value to the viewer while staying true to the brand’s identity.
10. What advice would you give to someone who is just starting out and wants to create viral content but doesn’t have a large following?
Focus on providing value first and foremost. You don’t need a large following to go viral, but you do need to understand your niche and create content that speaks directly to them.
Start by identifying a problem your audience faces and offer a solution in a compelling way. Use storytelling to humanize your content, and don’t be afraid to show your personality—people connect with people.
Lastly, consistency is key. Post regularly, engage with your audience, and study what works and what doesn’t. Over time, your content will find its way into more feeds, and your following will grow organically.
Our Final Thoughts
In our enlightening conversation with James Masi, the viral video marketing strategist, we uncovered valuable insights into the art and science of creating content that resonates deeply with audiences. From the importance of emotional connection and storytelling to leveraging data for continuous improvement, the strategies shared highlight that viral content is not merely a matter of luck but a well-crafted approach rooted in understanding the audience.
The key takeaways from our interview with James emphasize that successful viral videos prioritize authenticity, simplicity, and a keen awareness of current trends. As he advised, even those just starting out can make an impact by focusing on delivering value and building genuine connections with their audience.
Whether you’re a seasoned marketer or just beginning your journey, the principles discussed in this interview can serve as a roadmap to harnessing the power of viral video marketing. As you dive into your next video project, remember that creativity paired with a solid understanding of your audience can lead to extraordinary results. Happy filming! Be sure to check out James Masi and his company, Via Masi, for more insights and innovative strategies.
