The Viral Video Phenomenon: How Latin Music Marketers Can Leverage Authenticity and Emotion
A viral music video in today's digital age becomes a pivotal point for artists, especially in the deep culture within the Latin music market. The “going viral” of Latin artists, it is not luck; instead, this is strategized marketing to hit on authenticity, emotional connections, and matters that relate to culture. On the contrary, why some videos go viral, and others never get there, is beyond a mystery. Following is my take on why things go viral and how Latin music industry marketers can tap into that power, best case examples included.
1. Authenticity is Key: Rosalía’s "Malamente"
One convincing reason why such videos go viral is authenticity. Present audiences are very quick to identify anything that looks manufactured. Rosalía's "Malamente" is unique.
In presentation, she presents herself very authentically with her Spanish roots, blending traditional elements of flamenco with modern urban beats. This original visual aesthetic of the video, being in connection to Spanish culture in terms of costumes, symbols, and dance, attracted a wider mass. Marketers should, therefore, keep core focus on portraying authentic images and stories of heritage through artists; authenticity can drive emotion and sharing.
2. Emotional Connection Drives Engagement: Natti Natasha’s "La Mejor Versión de Mí"
Viral videos tend to create an emotional impact on their viewers. "La Mejor Versión de Mí" by Natti Natasha is a ballad that talks about how one improves oneself and gets out of toxic love.
The minimalist approach in the music video and the showcase of pure emotions by Natti, connected with audiences who found her message empowering and relatable. What turned them into supporters for the video to be spread around within seconds was this emotional bonding. Storyline to any marketer or even the presence of any story people can connect to that increases the chances of virality.
3. Engaging with Social Media Trends: Becky G’s "Shower"
The rise of platforms like TikTok revolutionized how videos become viral. Becky G’s "Shower" saw a rebirth in popularity years well-after its release because of a TikTok challenge where users shared clips of themselves dancing or lip-syncing to the song. This engagement led to millions of new streams and reintroduced Becky G to a younger generation of fans.
Latin music marketers can capitalize on these trends by creating short, catchy clips that encourage user-generated content and participation, leveraging platforms like TikTok and Instagram Reels to reach new audiences.
4. Strategic Collaborations Amplify Reach: Shakira & Anuel AA’s "Me Gusta"
Collaborations among artists increase the exposure of music videos. In the combination of Shakira's world pop appeal with Anuel AA's reggaeton influence, "Me Gusta" by Shakira and Anuel AA mixes two considerably wide, different elements - the video accumulated millions of views.
In these collaborations, music reaches out to newer audiences in ways that bring added surprise to the equation, making these materials shareable. This also allows marketers to consider strategic collaborations that fit with the artist's brand, resonating with the overall audience.
Creating the Next Viral Hit
The method Latin music marketers are using for creating viral videos comprises of authenticity, emotional connection, relevance, and strategic engagement over social media. By focusing on these elements, marketers can create content that resonates deeply with audiences, turning viewers into advocates and ensuring that Latin music continues to thrive and reach global audiences.
