‍Introduction

It’s the 2022 Oscars. Chris Rock is cracking jokes, poking fun at the A-list stars in the audience, and the room is buzzing with laughter. But then, Will Smith strolls onto the stage -- his expression unreadable -- and in a split second, delivers a slap that silences the crowd and leaves the world in shock.

It was the Oscars moment no one anticipated, and no one could stop talking about. 

It dominated the headlines and set social media ablaze. Moments after the slap, reactions flooded platforms, memes were born, and more serious topics were brought to the public’s attention, like the boundaries between comedy, respect, and public conduct.

“Viral events do more than trend, they transform.”

What begins as a moment quickly grows into a dynamic exchange of ideas, perspectives and emotions. Countless narratives are generated, and the silent majority, the onlookers, select which narratives become the mainstream.

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For brands, these moments are more than noise, they are windows into audience sentiment and behavior. Tuning in offers brands the chance to engage authentically and understand how people connect, react, and resonate with cultural conversations.

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Understanding Viral Events and Online Conversations

What are viral events?

Borrowing from the way biological viruses spread, the term “viral” in social media refers to content that rapidly circulates across platforms. These moments are often propelled by strong emotions, whether humor, awe, concern, or controversy, and their resonance with audiences. Viral events share four key traits: swift spread across multiple platforms, emotional drivers that spark engagement, amplification through influencers and networks, and relevance shaped by timing and cultural context.

How does social media amplify conversations?

Algorithms help drive visibility

Algorithms serve as the engine behind content visibility. Platforms like Instagram, TikTok, and Twitter prioritize posts with high engagement which includes likes, shares, comments, and viewing times - creating viral loops that amplify content reach. Personalized feeds and trending sections further boost this cycle, pushing content beyond a creator’s immediate audience and into wider digital spaces.

Influencers and Online Communities

Influencers and online communities are pivotal in driving digital conversations. Influencers leverage their credibility and close connection with their audiences to introduce content, spark participation, and shape narratives. Their status and reach makes trends feel relatable and relevant. 

Online communities, whether on Reddit, Facebook groups, or Discord channels, offer spaces that allow conversations to grow organically. These communities thrive on shared experiences, opinions, and user-generated content, fostering collaboration and deeper connections.

Together, influencers and online communities sustain engagement, extending the relevance and lifespan of viral events.

What makes content go viral and how does it evolve?

Content becomes viral when it evokes strong emotions, whether it’s joy, humor, empathy, frustration, or outrage. Relatable content resonates just as deeply as content that sparks debate or controversy, drawing audiences in and encouraging them to share, creating a ripple effect of engagement and visibility.

Algorithms recognize these patterns of interaction, prioritizing highly engaged content for broader reach. Influencers amplify this momentum, while online communities contribute layers of discussion, reinterpretation or “remixes”, and creativity. Collaborations, memes, hashtags, and challenges further fuel this cycle, extending the lifespan of viral events and allowing them to evolve across platforms.

Speed and Spongebob Meme with the Breakers

YouTube sensation Speed recently teamed up with the Breakers to create promotional content for the New Zealand basketball team. Seizing the moment, the Blues quickly joined the conversation, posting a SpongeBob meme featuring their logo on Squidward (trophies in hand) gazing enviously at Speed and the Breakers, depicted as SpongeBob and Patrick, with the caption: “Speed not interested in seeing any trophies today 🥲.”

The post gained instant traction, sparking playful exchanges among fans and even other sports teams sprouting other humorous conversations within the post. The Breakers added to the fun, replying in their comments section: “dw guys, he saw some here.”

This moment highlights how the Blues leveraged timing, humor, and relatability to create a viral crossover moment between two sports. It’s a testament to the power of quick, culturally relevant responses that resonate with audiences and spark lasting conversations.

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‍Oscars 2014 Celebrity Selfie - Pop Culture Phenomenon

The 2014 Oscars selfie featuring Ellen DeGeneres alongside Meryl Streep, Bradley Cooper, Jennifer Lawrence, and other A-list celebrities became an unforgettable moment in pop culture. What began as a planned nod to Samsung’s Oscars sponsorship, initially intended as a simple selfie with Streep, turned into a global sensation. According to Fred Graver, then Twitter’s Global Head of TV, the image was retweeted 750,000 times in just 45 minutes and literally broke Twitter  for a few minutes.

The selfie’s virality didn’t stop there. Parodies soon flooded social media, with notable contributions from The Simpsons, LEGO, and late-night host Jimmy Kimmel along with former U.S. President Bill Clinton, and Hillary Clinton, who all created their own versions. LEGO artist Iain Heath, known as Ochre Jelly, also joined the trend with his brick-based take.

Years later, the “Ellen selfie” remains a cultural reference point, with celebrities like Kate McKinnon recreating the iconic moment in 2016, proving its lasting imprint on pop culture. This moment exemplifies how viral events evolve organically. While the initial selfie was strategically planned, the spontaneity of celebrity participation added authenticity, making it more relatable. The ensuing wave of user-generated content, that was further fueled by brand adaptations, demonstrates how perfect timing and cultural relevance can transform a fleeting moment into a shared digital experience.

Conclusion

Viral moments like Speed’s collaboration with the Breakers and Ellen’s iconic Oscars selfie illustrate how online conversations evolve through humor, relatability, and shared experiences. These events evoke emotions that spark participation, with algorithms amplifying engagement and online communities enriching the dialogue.

The key insight for brands is this: agility matters. Listening to audiences, responding swiftly, and staying culturally attuned can transform fleeting trends into lasting connections. At Sence, we see viral moments as more than digital noise. They are opportunities for brands to engage authentically, monitor conversations in real time, and foster meaningful connections with their audiences.

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