When the algorithm decides who exists
Algorithms have become the gatekeepers of visibility. They read thousands of signals per second to decide what is shown on the screen and what remains hidden. It’s not magic: it’s human behaviour filtered through data. And what these platforms push is not always the most perfect or polished, but what is perceived as more authentic, more emotional or more participatory. Those who understand this heartbeat have a clear advantage.
A local example: from local festival to national phenomenon
A very graphic example is that of the Orquesta Nueva Línea in the Canary Islands. For years, it was part of the usual landscape of village festivals and celebrations, just another group on the local agenda. Everything changed when a video of a spontaneous performance began to circulate on TikTok with no apparent control. The live energy, the rapport with the audience and a touch of humour were enough to hook thousands of people. From there, videos commenting on their performances, trends with snippets of their songs, choreographies between friends, co-workers, entire families… In a matter of days, views skyrocketed and what seemed like an island phenomenon ended up being a national success, with performances even at an awards ceremony.
In one of their most recognisable songs, they sing ‘I want you to give me… just a little kiss’. Today, that phrase could be updated in digital terms to ‘I want you to give me… just a like’. Said almost jokingly, it sums up very well how interaction on social media has become the new currency of recognition. Before, we sought emotional approval; now it seems we pursue algorithmic visibility. Deep down, both things stem from the same place: the need to connect.
Going viral is no longer so random
All this makes it clear that viral marketing has gone from being something almost spontaneous to becoming part of an ecosystem conditioned by the logic of platforms. Success no longer depends solely on having a good creative idea, but also on understanding how the algorithm works without losing sight of the truth of the message.
In this context, the most powerful strategy combines two things: emotional intelligence and digital accuracy. Creating content that truly matters to people and, at the same time, fits well with the way each network distributes what we publish. Virality is not a bolt from the blue: it is that exact point where a human story intersects with technology.
In the end, the new word of mouth is hardly heard on the street: it slides with your finger on the screen. And, amid so much noise, only those who manage to provoke that minimal gesture — that simple like — are truly connecting with today’s digital culture.
