Think Like a Fan

Start by stepping into the shoes of the people who care the most: the fans. When a big moment happens—a buzzer-beater, a game-winning goal, an unforgettable speech—fans want to see everything. Every angle. Every call. Every behind-the-scenes reaction.

Most brand teams are so close to the content that they assume fans are over it after one post. In reality, your audience is likely seeing your content at completely different times. What feels repetitive to you may be brand new to them. And in today’s discovery-driven social feeds, most of your reach comes from non-followers anyway.

So no, they didn’t “already see it.” Post it again.

Don’t Just Post It—Remix It

A single moment can be transformed into dozens of unique pieces of content:

• Broadcast angles
• Fan cams
• Player reactions
• Commentary split screens
• Low-fi crowd footage
• Motion graphics
• Illustrated recreations
• Creator reactions
• Even memes

Take a cue from WWE. When John Cena turned heel (a rare moment in his storyline history), the brand didn’t stop at the official broadcast post. They dropped:

• Split screens with the Rock’s reaction
• Crowd-shot footage featuring Travis Scott
• Alternate camera angles
• A streamer’s live reaction
• Broadcaster reaction cam footage

Each one added a new layer to the moment—and racked up likes and views in the six and seven figures. That’s how you build virality into your strategy.

Use Data to Justify the Remixes

Worried about overposting? Let your data speak for itself.

In one example, WWE’s original video of the Cena moment pulled in 1.6 million likes. Subsequent remixes of the same exact moment brought in an additional 700,000+ engagements. Not bad for a “repost.”

When you have a real-time hit, create a system that lets you explore multiple versions quickly. That’s where creative partners, nimble editors, and on-site coverage teams make a huge difference.

Play the Hits

There’s a reason radio stations play the same 10 songs on repeat: it works. Familiarity builds connection. Great moments don’t get old—they get remembered.

The best-performing content? It’s usually the most emotional. The most nostalgic. The most iconic. So why would you only post it once?

Take a historic moment like Reggie Miller’s 8 points in 9 seconds. The Indiana Pacers could’ve posted the original clip and called it a day. Instead, they collaborated on a dozen different versions over the years:

• Retro arcade-style animations
• Typographic video recreations
• Motion graphics showing every score
• Postgame press conference mashups
• Illustrated animations
• Hype trailers using throwback footage

Each version tapped into a different style, platform, or audience—and extended the life of a moment that fans still talk about decades later.

Prepare for What You Know Is Coming

Some moments are predictable. A draft pick. A record-breaking performance. A highly-anticipated announcement.

When you can plan ahead, you can create assets that feel fresh and thumb-stopping the second the news drops. Like when Caitlin Clark was drafted by the Indiana Fever. The team launched:

• A Toy Story-style animation
• A motion jersey swap from Iowa to Indiana
• Illustrated stat-based graphics
• Real-time coverage with fan and family reactions

Result? 10 million+ views in 72 hours and wall-to-wall coverage across platforms.

Bonus Tip: Repost Your Top Performers

Sometimes the best move isn’t remixing—it’s simply reposting.

Go back and look at your top 10–20 posts. Find the moments that are evergreen. Maybe it’s a fan video. A buzzer-beater. A high-quality UGC moment. If it worked before, it can work again.

In one example, a user-generated skydiving clip from the Denver Broncos was reposted a year later—and got 4x the engagement of the original.

Sometimes the simplest strategy is the best: repost, retest, repeat.

The Real Secret: Let Go of the Timeline

Viral moments aren’t linear. The algorithm isn’t a clean, chronological feed. Your audience isn’t watching in order. So why are you treating content that way?

A highlight can hit hard a minute after it happens—or a decade later. Nostalgia is powerful. The algorithm rewards repetition. And fans want to relive their favorite moments.

So give it to them.

Want more? 

Make sure to subscribe to The Business of Social podcast (on YouTube, Spotify, Apple), where STN Digital CEO and Owner David Brickley breaks down the latest shifts in social and marketing. He’s talking with the top minds in the game to keep you ahead of what’s next.

Recap: How to Make Viral Moments Work Harder

• Think like a fan.
• Remix your content in as many ways as possible.
• Let data guide what to post and when.
• Don’t be afraid to play the hits—again and again.
• Have content ready for big, predictable moments.
• Repost top performers (yes, even a year later).

That’s how you turn a single viral clip into weeks of engagement—and real results.

Looking to stay ahead of what fans will want next? Download our Creative Trends for 2025 for the most forward-thinking strategies, formats, and fan behaviors shaping content this year.