The model is certainly a very followed influencer Leah Halton which has over 8 million followers on Tik Tok, the main channel where he shows himself to the public, but he also defends himself well with his Instagram profile (1.4 million followers) and his YouTube channel which has 1.26 million subscribers. These large numbers, however, do not serve to justify the boom of a very simple one video published on Tik Tok which has received, at the moment, almost 47 million likes but the numbers are constantly updated.
The video boom
Anyone who thinks it's about who knows what is wrong: the clip of the 23-year-old Australian model and content creator lasts only 12 seconds and is a selfie video of her singing “Praise Jah In The Moonlight” by YG Marley while driving in the car . Apart from a few close-ups, an initially perplexed but then increasingly smiling face, there is nothing else. Experts wonder how it is possible that this short clip had an unprecedented boom in interactions. It is true that the video was “fixed” at the beginning, that is, the influencer put it in first place among his contents and it was now published more than two months ago (it was February 6th), but since then the rise was unstoppable.
The mystery of algorithms
Usually, in social networks the algorithms “decide”, based on many factors, which contents are to be shown to the general public, thus establishing “the success or failure of a social media strategy. The data that makes up social algorithms evolves and updates continuously“, explain the experts at Factorycommunications. An important element are the hashtags, that little sign that precedes a word, so as to give users the opportunity to search for a specific topic grouped by categories. Well, Leah Halton has only inserted #inverted which alone it doesn't explain the millions of social interactions.
The rise of the model
Again thanks to that short and simple clip similar to what hundreds of other influencers publish online every day, the young Australian also saw a significant increase in her followers on social media, not only Tik Tok, but also on other platforms. To try to understand why a video can have such widespread diffusion and break records, let's take as an example a historic Tik Tok published a few years ago by magician Zack King which had a total of more than two billion views but the likes were “only” 24 million, practically half of what we are talking about despite having a very studied and designed content so that it could capture the attention of the general public.
The real answer, for now, is contained in the “secret” meanders of computer algorithms.
@looooooooch Summer#Inverted ♬ Praise Jah In The Moonlight – YG Marley