Can You Repost a Viral Reel on Instagram?
Debunking one of the most common myths about the platform.
Happy Hanukkah, and welcome to the 14 (!) new subscribers since my last few posts, where I shared how I’d market the new TV comedy series ‘English Teacher’ on Hulu, debunked whether or not Instagram really suppresses promotional posts, shared some concerns about the annual Spotify Wrapped data trend, and explored the difference between ~art~ and “content”.
I also hit 100 paying subscribers on this mailing list over the weekend. I had zero as recently as August, and only 425 total readers (all of them free subscribers) at this time last year. It is deeply fulfilling that anyone at all is reading my thoughts. So to all 1,247 of you: a sincere and heartfelt thank you for paying for my thoughts – be it with your money, time, and/or attention.
I’m guessing a few of you are here from that Reel I posted of those jewish kids playing basketball on the Miami Heat court the other day, on the first night of Hanukkah:
Quick Stats (at time of writing):
1.3M Views, 29.5K Likes, 835 Comments, 74,500 Shares
Like PCT: 2.3% | Comment PCT: 0.06% | Share PCT: 5.7%
Video Length: 45 seconds
Text Hook: THE MIAMI HEAT PREGAME WAS WILD FOR THIS ONE
Hashtags: #miamiheat #happychanukah #happyhanukkah #jewishmemes #jewish #hanukkah #chanukah #nbamemes #nba #jewishhumor #tylerherro
If you’re having deja jew, it’s because a similar video I posted was the subject of a column I wrote this time last year: How I Got Ben Shapiro to Watch My TikTok.
If not, and you have no idea what I’m talking about, I encourage you to take a moment to watch the above Reel, which I purposely re-posted on the first night of Hanukkah.
It quickly racked up over a million views in 48 hours, mainly due on an insanely high Share PCT of 5.7%.
Despite only having a Like PCT of ~2% (or, 1 in every 50 people exposed to the video), we learned from Instagram CEO Adam Mosseri himself that what he calls, “Sends Per Reach” – or what I call Share PCT – is the most important metric for going viral on IG.
Since posting the original video last year, I’ve also learned (through a ton of trial and error) that there can be a long leash on a video’s potential for virality on Instagram.
Sometimes my videos are stagnant for several weeks before they “take off”.
With this in mind, I uploaded the new version on the first night of Hanukkah this year, even though the video takes place on the last night.
I also trimmed the original clip from 49 to 45 seconds long, so it would be a technically different video file, as Instagram is allegedly cracking down on re-uploads.
I still kept the compelling, inflammatory text hook at the start. Longtime readers know I have an affinity for a red background with all-caps white text, so I went with:
I even commented the same, exact jokes I did in 2023, from other accounts I’m logged in on:
But more on my secret, “burner account” comment strategy in the new year.
Very excited for what’s in store for 2025.
Thanks, as always, for reading.
David Zucker is a digital marketing consultant based in New York City. A former analyst at TikTok, his unique, data-driven approach has catapulted the growth of his international client base of individuals and companies across a variety of verticals. To set up an initial consult, and uncover ways to grow, mobilize, and monetize your online audience, click here.