I’ve long been fascinated by what it takes to go viral. In 2024, we threw ourselves into figuring out short-form video. Since then, we’ve done 125+ million organic views & 8.5+ million likes, and we’ve distilled virality down to a science.

The booth gives anyone a platform to tell their own story. In the booth’s first 30 days, our posts drew 8.6 million organic views, and inspired 20 million more as strangers shared their own experiences.

Matchbox is what we used to develop our playbook to consistently, systematically go viral. In the first two years, we drew 60 million views across Instagram and TikTok.

Marriage Pact spread by word of mouth, and became a college tradition long before we ever made a viral social media post about it. Most discussion happens between friends in group chats, dining halls, classes and dorm rooms. Online it happened originally in Facebook meme pages and then on Fizz. But every once in a while, glimpses of the experience will break containment and go viral on the “open internet”. In our first year, we accrued 40 million views, and still more come from people telling their own stories. Here are a few of them.