The 3 E's of Viral Video: How to Make Content That People Actually Watch and Share
Ever post a video you poured your heart into, only to watch it get... crickets? Meanwhile, a seemingly random video from another creator gets thousands of shares, and you're left wondering, "What's their secret?"
I'll let you in on something: the secret isn't a complicated algorithm hack, a fancy camera, or a viral dance move (thankfully). The most engaging and shareable content almost always provides the viewer with one of three things: Education, Entertainment, or Empathy. This "3 E's" framework is your new secret weapon. It’s a simple checklist you can run every video idea through to see if it has what it takes to connect. Mastering this simple viral video strategy will change the way you create content forever.
The First E: Educate (The Expert)
This is the easiest and most powerful place for any expert to start. Educational video content is all about one thing: being generous with your knowledge. You teach your audience something useful, giving them a quick win that makes their life easier. This immediately positions you as a trusted authority.
When you educate, you’re not giving away the entire farm. You’re giving them a delicious, free sample that makes them want to buy the whole crop. Think of it as a "save for later" magnet.
Here’s what this can look like in practice:
A Quick Tip: A real estate agent showing "One thing to look for during an open house that most people miss."
A How-To Guide: A meal prep coach demonstrating "How to chop an onion without crying in 30 seconds."
A Myth Debunk: A personal trainer explaining "Why you don't need to cut out carbs to lose weight."
A Little-Known Secret: A graphic designer revealing "A secret Canva keyword to unlock amazing free elements."
Educational content answers a question your ideal client is already asking, which makes it incredibly valuable and one of the best sources for shareable content ideas.
The Second E: Entertain (The Human)
Okay, let's be clear: "entertain" does not mean you need to be a stand-up comedian. Entertainment, in the world of content, simply means capturing attention in a delightful or amusing way. It’s about being human, relatable, and memorable.
This is where you can let your brand's personality shine. It’s the content that makes someone chuckle and think, "I like this person." Entertainment can take many forms:
Using Trending Audio: Find a popular sound on Reels or TikTok and apply it to a common frustration in your industry. (e.g., A web designer lip-syncing a dramatic sound with the caption, "My client's reaction when I show them the website they approved three times.")
A Relatable Story: Tell a quick, self-deprecating story about a mistake you made early in your business journey. It shows you’ve been there and makes you more approachable.
A Satisfying Before-and-After: The classic! A messy closet becomes perfectly organized. A raw, shaky video clip becomes a polished, professional Reel. This kind of content is visually arresting and incredibly satisfying to watch.
Don't overthink it. Entertainment is often just about showing up with a little bit of fun and personality.
The Third E: Empathize (The Confidant)
This is the deepest and most powerful E. While education builds authority and entertainment builds likability, empathy builds a true community.
Empathy is about creating content that makes your ideal customer stop scrolling and whisper, "Wow, that's exactly how I feel." It's about speaking directly to their struggles, their fears, their frustrations, and their biggest aspirations. You’re showing them that you don't just see them as a potential sale; you see them.
Empathetic content might look like:
Validating a Struggle: A business coach creating a video that says, "A quick message for the founder who feels like they're failing today..."
Addressing a Fear: A financial advisor starting a video with, "I know you're terrified to look at your retirement account right now. Let's talk about it."
Speaking to an Aspiration: A career coach posting a video with the caption, "POV: You finally quit the job that was draining your soul and are building your own dream."
This is how you turn followers into true fans who feel seen and understood by your brand.
The Magic Formula: Combining the E's
The best videos often don't just stick to one E; they blend them. An educational video can be entertaining. An empathetic video can also educate. The ultimate goal is to find your unique mix. For example, you could create a funny Reel using trending audio (Entertain) to debunk a common industry myth (Educate).
Coming up with these ideas is half the battle. This is where using a Content Pillar strategy can help you generate dozens of ideas that naturally fall into these categories. Once you have the idea, you just need a great opening line, and I have a whole list of simple video hooks that can help you with that.
Your expertise is valuable. Your personality is unique. Your empathy is powerful. The 3 E's are simply a framework to help you share all three with the world.
I help my clients brainstorm ideas that hit these "3 E's." You film your raw thoughts and expertise on your own schedule, and I'll step in to edit your footage in a way that maximizes its impact and forges a real connection with your audience. If you're ready to create content that connects, check out my work.
