Maria Baradell posted videos on Instagram and TikTok of her kneading bread while flying internationally. I immediately knew that it would be a hit. The video was visually appealing, quirky and relatable – all of the elements for a viral social media sensation. It was surprising how fast it jumped from TikTok and other major platforms like CNN, The Guardian You can also find out more about the following: USA Today.
CoverageBook reported that Maria’s story about sourdough in flight generated 95 media pieces, reaching a combined audience 1,26 billion people, and earning 11.3 millions estimated views on digital and printed platforms. The story was a worldwide conversation, with an average domain author of 70.
Maria’s video was not just an entertaining human interest story for journalists — it also had a serious message. You can find out more about it here. Visual? Visual? Check. Check. Check. Check. Check. You don’t need to get up from your desk, or even make one phone call. Double check.
Social media is the main source of information for journalists in a world shaped by deadlines, shrinking resources and tightened newsroom standards. Viral content isn’t just a sign of public interest, it also proves that there is one. This is a huge opportunity for brands and public relations professionals to engage with their audiences through moments that tick the right boxes.
Maria’s video has captured the attention of millions
Maria’s clip resonated with viewers because it was not just an eccentric clip. It hit the right notes that makes a story go viral.
It was a surprising act to knead dough in mid-flight, which immediately caught the audience’s attention. The video felt real, and Maria’s love for baking was shown in a relatable manner. It also created an emotional bond, mixing admiration of her creative abilities with humor at the absurdity.
The controversy that the video sparked was what gave it real momentum. Some viewers were upset by the video, while others found it funny or inspirational. Some critics questioned whether it was hygienic to knead dough in a public place, and others deemed the act inconsiderate of other passengers. The strong reactions generated heated discussion, which sparked engagement on social networks and made the story more attractive to journalists.
Finaly, because of the visual appeal of the video — a dough roller at 30,000 feet — it was a perfect fit for headlines. The story was not only one people were interested in sharing, but also one which outlets could illustrate easily with stunning imagery.
The video was able to reach a global audience by combining these elements.
Maria has appeared on morning television segments, baking podcasts, and national streaming services sharing tips on how to create the perfect holiday meal.
Create media-friendly content for social media
Maria’s tale offers brands and public relations professionals a template for developing social media content which bridges the gap with traditional media. Your content must combine emotional resonance with compelling visuals, and have a broader appeal.
1. Focus on strong visuals : Visuals are not only important for social media, but also media coverage. Spend money on imagery and videos that are striking, unique and catch the attention of viewers.
2. Tap into emotionsJournalists are more likely to share stories that make readers laugh, admire, or engage in debate. Consider the emotional reaction your content may evoke.
3. Context and depth are important : Social media success stories often touch upon broader themes. Think about how you can relate your content to popular conversations and universal experiences.
4. Engage your audience : Encourage discussion, comments and questions about your content. Journalists use quotes to show public reactions.
5. Prepare for crossover : Viral moments don’t stay online. Journalists may contact you if your content is gaining traction. To keep momentum, prepare ahead of time with clear messages, spokespersons and additional content.
Related: Four unconventional marketing campaigns that demanded media attention — and what your brand can learn from them
Social media: the ideal newsroom fuel
Stories about social media, like Maria’s piece of work, are great because they have all the components that newsrooms require to produce a fast and engaging article.
Maria’s video had a high visual appeal, was accompanied by ready-made comments from TikTok, and demonstrated public interest via its views, likes and shares. The video required little reporting and was easy to report in minutes. Stories like these are gold for outlets that have to juggle tight deadlines with shrinking budgets.
Brands have a great opportunity to take advantage of the growing dependence on social media for news. You can bridge the gap between traditional and social media by creating stories that are visually appealing, emotionally engaging, and spark discussion.
Takeaway: Modern journalism is driven by social media
Maria’s moment of sourdough wasn’t just an amusing viral video. It was also a perfect example of the way social media is fueling modern journalism. Stories like Maria’s fit the bill for many media outlets — they are visual, engaging, and have been pre-approved.
The opportunity for brands and public relations professionals is obvious. You can increase the chances of a successful transition from social media into traditional media by creating content with emotional resonance, visual appeal, and relevance for broader discussions.
The best stories are amplified in today’s media environment. It only takes a few ingredients to start a global discussion: a ball, a tray, and some creativity.
