{"id":23157,"date":"2026-04-15T15:18:27","date_gmt":"2026-04-15T14:18:27","guid":{"rendered":"https:\/\/promo.cymru\/?post_type=project&p=23157"},"modified":"2026-04-15T15:28:59","modified_gmt":"2026-04-15T14:28:59","slug":"going-viral-lessons-learnt","status":"publish","type":"project","link":"https:\/\/promo.cymru\/cy\/project\/going-viral-lessons-learnt\/","title":{"rendered":"Going Viral – Lessons Learnt"},"content":{"rendered":"\n
\"Two<\/figure>\n\n\n\n

The challenge<\/h2>\n\n\n\n

For our youth information project TheSprout<\/a>, we wanted to test how we could use TikTok to engage young people. When we hired two young creators to launch and run the account, we expected steady growth and engagement. What we didn\u2019t expect was to go viral overnight.<\/p>\n\n\n\n

One video from our Pride Cymru campaign reached 1 million views in under 24 hours, bringing huge visibility to the account but also a wave of unfiltered attention. With millions of people suddenly watching, commenting, and sharing, the positive engagement was quickly mixed with negativity and hate.<\/p>\n\n\n\n

We had to react quickly and explore how to protect young people and keep the conversation safe while dealing with the rapid pace and pressure of going viral.<\/p>\n\n\n\n

Below we\u2019ll explore how we approached that moment, what we put in place, and the lessons we learned that can help other organisations prepare for and respond to going viral.<\/p>\n\n\n\n

Our approach<\/h2>\n\n\n\n

We hired two young content creators to create and run a TikTok account for TheSprout. We gave them freedom to experiment with trending audios<\/a> and create content that gave reliable information in a way that would resonate with their peers.<\/p>\n\n\n\n

Their first TikTok-first campaign was the #MoreThanAMonth campaign<\/a>, designed to show that Pride is not just a weekend celebration, but a conversation that continues all year.<\/p>\n\n\n\n

To create the campaign content, TheSprout team attended Pride Cymru<\/a> and interviewed 26 young people on topics that mattered to them.<\/p>\n\n\n\n

We asked questions like:<\/p>\n\n\n\n

\u201cWhat advice would you give to young LGBTQIA+ people?\u201d<\/p>\n\n\n\n

\u201cWhy is Pride important to you?\u201d<\/p>\n\n\n\n

\u201cDid you have any LGBTQIA+ sex ed in school?\u201d<\/p>\n\n\n\n

\u201cWhat does your flag mean to you?\u201d<\/p>\n\n\n\n

The result was a series of short, unscripted vox-pops<\/a> capturing the thoughts, worries, and hopes of young LGBTQIA+ people in their own words.
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@feedthesprout<\/a>

Thanks to everyone for answering!\u2728\ud83c\udf08 #morethanamonth<\/a> #cardiffpride<\/a> #pridecymru<\/a> #cardiff<\/a> #lgbtqia<\/a> #asexual<\/a> #lesbian<\/a> #transexual<\/a> #pansexual<\/a> #flags<\/a> #genderfluid<\/a> <\/p> \u266c original sound – TheSprout<\/a> <\/section> <\/blockquote>