My Take on Viral Video Views and Likes

“A TikTok video shot on a JetBlue flight has gone viral with 1.5 million views.”

Which matters only to the person who uploaded the video!

In radio, engaging content is more important than ever, so we must avoid crutch phrases and details that don’t enhance a story. Filler words and phrases I still hear too often refer to videos that have “gone viral.” And the radio host will often include the number of views and likes a video has had.

Woman looking at computer screen

After Alaska Airlines Flight 1282 lost part of its fuselage, videos and photos taken by passengers went viral. And because some writers and bloggers are required to hit a specific word count, many stories about the flight included filler phrases about the number of views, likes, and shares these videos and photos had.

Those writers might rely on those fillers, but you can’t.

There are exceptions, of course, like if the number of views a video has reached IS the story, such as a MrBeast or Taylor Swift TikTok video hitting a never-before-reach milestone.

Focus on what makes the video or story noteworthy rather than its online popularity metrics. If a video hasn’t broken records, mentioning its view count, likes, or shares can detract from the listening experience.

Concentrate on delivering compelling, concise content that captivates your audience without relying on viral statistics as a crutch.

I’m Steve Holstein, the Publisher and Chief Content Creator at I’d love to hear from you if you have a comment about this post or a question about what we do. Please contact me here.