How to Turn Social Media Moments Into Newsworthy Stories That Captivate Audiences

When my wife, Maria Baradell, posted Instagram and TikTok videos of herself kneading sourdough connected an world flight, I knew it had the imaginable to seizure attention. It was quirky, visually absorbing and relatable — each the ingredients of a social media hit. What I didn't expect was really quickly it would jump from TikTok to awesome outlets for illustration CNN, The Guardian and USA Today.

The results were extraordinary: According to CoverageBook, Maria's in-flight sourdough communicative generated 95 pieces of media coverage, reached a mixed assemblage of 1.26 cardinal group and earned 11.3 cardinal estimated views crossed integer and people platforms. With an mean domain authority of 70 for the publications covering it, the communicative didn't conscionable resonate online — it became a world conversation.

For journalists, Maria's video wasn't conscionable a nosy human-interest communicative — it was exactly the benignant of contented they emotion to cover. Visual? Check. Built-in quotes from TikTok comments? Check. Proven nationalist liking via likes, shares and views? Check. No request to time off the table aliases make a azygous telephone call? Double check.

In a media ecosystem shaped by tight deadlines and shrinking newsroom resources, societal media has go the superior fodder for journalists. Viral contented doesn't conscionable propose nationalist liking — it proves it. For brands and PR professionals, this presents a monolithic opportunity to link pinch audiences by crafting moments that cheque the correct boxes.

Related: How to Create a Viral Video Smash Hit

Why Maria's video captured the world's attention

Maria's video resonated because it wasn't conscionable a quirky clip — it deed each the marks that make a communicative viral and newsworthy.

The enactment of kneading mixed mid-flight was unexpected, instantly grabbing attraction and sparking curiosity. It felt authentic, showcasing Maria's passion for baking successful an unscripted and relatable way. The video besides evoked an affectional connection, blending admiration for her productivity pinch joke complete the absurdity of the situation.

However, what really gave the communicative momentum was the contention it stirred. While astir viewers recovered the video amusing aliases inspiring, others were genuinely upset. Critics questioned the hygiene of kneading mixed successful specified a confined nationalist space, while immoderate branded it inconsiderate to chap passengers. These beardown reactions fueled heated discussions, driving engagement connected societal media and making the communicative moreover much appealing to journalists.

Finally, the video's ocular entreaty — a baker rolling mixed astatine 30,000 feet — made it a earthy fresh for headlines. It wasn't conscionable a communicative group wanted to share; it was 1 that outlets could easy exemplify pinch striking imagery.

These elements worked together to guarantee the video didn't conscionable resonate online but transitioned seamlessly into world media coverage.

It has since led to Maria appearing connected cooking segments connected major-market greeting TV, being interviewed connected apical baking podcasts and appearing connected nationalist streaming services to stock tips for the cleanable vacation feast.

How to create media-friendly societal media content

For brands and PR professionals, Maria's communicative offers a blueprint for creating societal media contented that bridges the spread to accepted media. To succeed, your contented should harvester affectional resonance, compelling visuals and broader relevance.

1. Focus connected beardown visuals: Great visuals don't conscionable execute good connected societal media — they're basal for media coverage. Invest successful imagery aliases videos that guidelines retired and drawback attraction immediately.

2. Tap into emotions: Stories that make group laugh, respect aliases statement are acold much apt to beryllium shared — and picked up by journalists. Think astir what emotional response your contented will evoke.

3. Add extent and context: The astir successful societal media stories touch connected broader taste themes. Consider really your contented tin link to trending conversations aliases cosmopolitan experiences.

4. Engage your audience: Encourage comments, questions and debates astir your content. Journalists emotion to propulsion quotes from remark sections to exemplify nationalist reaction.

5. Be fresh for the crossover: Viral moments don't enactment online. When your contented gains traction, journalists whitethorn travel calling. Prepare successful beforehand pinch clear messaging, spokespeople and follow-up contented to support the momentum going.

Related: 4 Unconventional Marketing Campaigns That Demanded Media Attention — and What Your Brand Can Learn From Them

Why societal media is the cleanable newsroom fuel

Social media stories for illustration Maria's activity because they travel pinch each the elements newsrooms request to move astir a quick, engaging piece.

Maria's video was highly visual, came pinch ready-made quotes from TikTok's remark conception and had proven nationalist liking done its likes, shares and views. It required nary further reporting, making it easy for journalists to screen successful minutes. For outlets juggling tight deadlines and shrinking budgets, stories for illustration this are gold.

The increasing reliance connected societal media arsenic a root for news presents a unsocial opportunity for brands. By creating content that resonates emotionally, sparks chat and is visually striking, you tin position your stories to span the spread betwixt societal platforms and accepted media.

The takeaway: Social media drives modern journalism

Maria's sourdough infinitesimal wasn't conscionable a quirky viral video; it was a textbook illustration of really societal media fuels modern journalism. For galore outlets, stories for illustration hers are the cleanable package — visual, engaging and pre-approved by the audience.

For brands and PR professionals, the opportunity is clear. By crafting contented that combines affectional resonance, ocular entreaty and relevance to broader conversations, you tin importantly summation your chances of transitioning from societal media to accepted media.

In today's media landscape, the champion stories don't conscionable recreation — they get amplified. Sometimes, each it takes is simply a shot of dough, a tray array and a small productivity to spark a world conversation.

Related: How Social Media Can Help With PR