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When Maria Baradell shared videos of herself preparing sourdough on an international flight via Instagram and TikTok, it was clear she had created something special. The uniqueness and visual appeal of the moment made it ripe for social media attention. However, the speed with which it gained traction, leading to coverage from significant news outlets such as CNN, The Guardian, and USA Today, took many by surprise.
The reaction was staggering: according to CoverageBook, the video’s narrative elicited 95 distinct media mentions and captivated an audience of over 1.26 billion people, tallying approximately 11.3 million views across digital and print media. The high domain authority of the covering publications further amplified its reach, making it a topic of global interest.
For the media, Maria’s video provided more than a light-hearted feature; it embodied all the characteristics that journalists seek. It was inherently visual, included comments from viewers that doubled as quotes, demonstrated clear public engagement through its likes and shares, and required little follow-up—attributes making it especially appealing in a fast-paced media environment.
In an age where newsrooms face stringent deadlines and decreasing staff, social media has emerged as a vital resource for story ideas. Viral content serves as a reliable indicator of public interest, creating opportunities for brands and public relations professionals to engage with audiences by crafting compelling narratives.
Analyzing the Appeal of Maria’s Video
The video struck a chord not only because it was idiosyncratic but also fulfilled the criteria that often leads to viral success. The act of kneading dough at cruising altitude was both unexpected and intriguing. It showcased Maria’s passion for baking in a candid and enjoyable manner, generating an emotional response that combined admiration with a sense of humor regarding the situation’s absurdity.
Crucially, the story gained traction from the debates it incited. While many viewers found it entertaining or motivational, some voiced concerns over hygiene and etiquette in a confined public setting. This mix of positive and negative feedback fueled discussions on social media platforms, enhancing its appeal to media outlets.
The striking visual of someone baking at 30,000 feet further ensured the story’s compatibility with media coverage, as it was a scenario that appealed directly to headline writers eager for engaging visuals.
These compelling aspects combined to transform the video from a simple social media post to an internationally recognized narrative, leading to Maria making appearances on cooking shows, featured segments on popular baking podcasts, and national streaming platforms to share her culinary insights.
Strategies for Crafting Shareable Social Media Content
Maria’s experience serves as a guide for brands and public relations professionals eager to develop media-friendly social content. Essential components for success include:
1. **Prioritize Visual Appeal**: High-quality visuals are vital not just for social media engagement but for capturing media attention. Use eye-catching images and videos that command immediate focus.
2. **Elicit Emotions**: Content that provokes laughter, admiration, or thoughtful debate is more likely to be shared and noticed by journalists. Consider the emotional journey your content creates.
3. **Provide Context**: The most impactful social stories often connect with larger cultural narratives. Recognize ways your content can link with current discussions or universal experiences.
4. **Encourage Interaction**: Facilitate dialogue around your content. Journalists often reference comments from viewers to reflect public sentiment, so aim for engagement in your posts.
5. **Prepare for Media Interest**: Viral content can attract journalistic attention. When this occurs, have an organized strategy in place, including a clear message and available spokespeople, to sustain the momentum.
The Role of Social Media as Newsroom Resource
Stories like Maria’s showcase why social media is invaluable to modern journalism. The video was visually enticing, included digestible quotes from comments, and reflected undeniable public interest through its engagement metrics. These qualities allowed journalists to compile stories quickly, which is especially valuable given the constraints many news organizations currently face.
The reliance on social media for news underscores a unique opportunity for brands. By focusing on emotionally charged, visually compelling content, businesses can bridge the gap between social interactions and traditional media coverage.
Conclusion: The Power of Social Media in Journalism
Maria’s sourdough journey illustrates the capacity of social media to energize contemporary journalism. It served as a prototype for stories that are visually stimulating, engaging, and inherently tied to audience interests. For brands and PR professionals, the pathway to successful media integration is clear. By creating stories that blend emotional depth, visual impact, and cultural relevance, companies can enhance their chances of transitioning effectively from social platforms to mainstream media.
In today’s media landscape, powerful narratives do not merely circulate; they gain amplification. Sometimes, it takes something as simple as dough, a tray table, and ingenuity to ignite a broader dialogue.
Source
www.entrepreneur.com