THE SOCIAL SCENE

LILLY DELMAGE unlocks social media secrets & shares expert tips to help boost the online profile of your business

We’ve all heard a success story: the ‘overnight sensation’ where one video causes a nail tech to become fully booked, and receive an abundance of shares, likes and comments. A viral post is one that circulates rapidly across social media, due to heightened engagement and interaction. This hype is then detected by the platform, and its algorithms promote it further. While the exact threshold needed to reach a viral status is under debate, AI video creation platform, SendShort, offers its answer: around 100,000 views for TikTok videos and 50,000 for Instagram reels. But what is it really like to be on the other end of so many eyes? And how can you increase your chances of hitting algorithms with a vengeance?

TECH TALK: The experience of going viral

Kassie Payne, a luxury press-on nail artist, content creator & founder of Kassie Payne Nail Art Products, has acquired over 131,000 followers across her Instagram and TikTok accounts, with her most popular TikTok video attracting over 4.8 million views and 255,000 likes. She reflects on her humble beginnings on social media: “I used to receive one like or comment every 10 minutes or so, and up to 200 views in 24 hours,” she recalls. “However, the first time I went viral, I had hundreds of views in the first few minutes of posting. Every time I refreshed the page, there were more likes and comments. I couldn’t believe it; I felt like all my hard work had paid off.”

Kassie Payne

Dealing with negativity & backlash

“I’ve only ever received negative comments on two posts, but as the characters I had painted were controversial, it was to be expected,” reveals Kassie. “I never want to offend my audience, but portraits of certain celebrities can ignite different views and opinions. I reply to negative comments in a respectful manner.”

The importance of finding the right audience

Reflecting on her journey to virality, Kassie says: “I started posting photos of L&P acrylic nails with basic art on Instagram, but my reach was terrible and I lost many followers. I think this was because I had previously used the profile for my modelling career, so my audience had different interests. My advice would be to make a new Instagram account if you are changing your niche.” Eventually, Kassie found her footing. She explains: “After a year, I started painting characters on press-on nails. Although my reach was growing, it wasn’t expanding as fast as I wanted, so I turned to TikTok and fell in love with the platform. After just a few weeks, I created my first viral video, which featured portraits of actor, Johnny Depp, on nails.”

A series of portraits of Johnny Depp in iconic roles, which featured in Kassie’s first viral TikTok video.

“While the exact threshold needed to reach a viral status is under debate, AI video creation platform, SendShort, offers its answer: around 100,000 views for TikTok videos and 50,000 for Instagram reels.”

More people, more pressure

Kassie explains how gaining such immense traction comes with its challenges: “After going viral, I felt more pressure to impress my audience and create another viral post. At the time, it was trendy to post three to four short videos per day, so it was very hard to keep up – especially as I can spend up to 10 hours painting one nail! “I had been active on TikTok for a year, yet still hadn’t created a second viral post,” Kassie continues. “So, I analysed my content and realised that quality is more important than quantity when posting. It’s easy to feel as if you’re dropping off the radar if you haven’t uploaded content in a few days or weeks, but your audience would rather see your best work once or twice a week, than bits of content speedily thrown together.”

This realisation was the catalyst for Kassie’s second viral video. “It attracted 4.8 million views, and I gained over 31,000 TikTok followers,” she shares. “Many of these followers found my Instagram account, which also grew. All it took was for me to forget what I felt I ‘should’ be painting and create what I wanted. “My advice to other nail artists is to be authentic. Art isn’t black and white, and there are no rights or wrongs. If you love what you do, it will resonate with an audience.”

The Disney Tinker Bell nail art that featured in Kassie’s second viral video.

Kassie’s comments section on an Instagram post, showing users tagging other accounts – which increases the likelihood of a post going viral.

Scan to watch Kassie bring the character to life.

KASSIE PAYNE’S TOP TIPS FOR CREATING ENGAGING VIDEOS

1. Background checks.

“If the background of a post is messy or busy, it may distract viewers from the nails. Opt for a plain background, to ensure your art is the focus of the video.”

2. Sound checks.

“Sound is an important aspect of a positive content experience. I typically match sounds to the themes of my nail art designs, but you can also choose from trending sounds.”

3. Take centre stage.

“Get in front of the camera! Your audience wants to get to know you, so engage from time to time. Filming yourself helps followers become more invested in your content.”

Scan to watch how Kassie transforms Moana portraits into engaging videos, featuring themed sounds, backgrounds and accessories.

Finding inspiration

“I tend to source nail ideas from nostalgic films,” Kassie shares. “I love reminiscing about characters and thinking of ways to bring them to life on nails!” Not only does Kassie film herself painting characters, but her focus on production ensures viewers are fully immersed in their world: “I also recreate the movie scene in the background, use sounds from the film and make sure my own nails are on theme while recording content. This may seem extreme, but I really enjoy it. It’s all part of the production!”

Disney film, Mufasa: The Lion King, served as the muse for these character portrait nails by Kassie.

This design by Kassie portrays Ariel, from Disney’s The Little Mermaid. Scan to watch a behind-the-scenes video of the artistry, which gained over 150,000 views on TikTok.

SSSH… Top secret content disclosed

“I have planned a nail design inspired by Universal Pictures’ Shrek film franchise, using Magic Pigments from my range of nail art products,” Kassie reveals. “The pigments change colour when they react with heat, creating effects that attract attention. I love crafting designs with thermal elements and have so many ideas for nail looks incorporating the Magic Pigments.”

If you use Kassie Payne Nail Art Products in your designs, the nail pro encourages you to tag her accounts: “I enjoy seeing others using my products. I love sharing work on my social media feeds and watching the nail community grow!”