Going Viral

I turned the San Diego Zoo social media channels into viral video machines. This was especially true in 2020, when we experienced meteoric viral success and grew the Zoo’s TikTok account to 1.8 million followers.

@sandiegozoo Say hi to Otis, the 4,100 lb. floaty river pup. #sandiegozoo ♬ Cute Doggies Only - Kadin

This video of Otis the hippo was created as part of our meme strategy. We wanted to be part of the TikTok community and create TikToks like any average creator. Our mantra was: make TikToks, not ads.

My team and I published smash viral hit after viral hit, like this ostrich video I created. Our strategy was once again to be part of the community: use trending sounds, riff on memes, and post timely, relevant, fun TikToks.

@sandiegozoo

Zuli has made great progress as a Branch Manager this year. 15/10 📹: Ryoko Chonan

♬ original sound - joe

I riffed on this trending sound that was used primarily for dogs and applied it to the adorable elephant calf Zuli.

@sandiegozoo Me trying to be social at a party #fyp #foryou #foryoupage #introvertlife ♬ Dissolve (acoustic) - Absofacto & NITESHIFT

We tried to make most of our content relatable and fun to soften our more serious and less frequent conservation messaging.

TikTok Took Notice

Our viral success landed us a spot on TikTok’s 2020 “Brands That Inspired Us” annual roundup. We were featured for having a top viral video and being among the brands who built the biggest followings.