How Kiarash Behain Became Social Media’s Best Kept Secret

Turns out, in spite of everything, life and artwork imitate science! Nowadays individuals research viral content material as they might an precise virus. Consider the supply, the velocity of unfold, the sample of transmission, the impression. Both ideas are comparatively new. Virology grew to become an unbiased area in 1898 and the primary video to be described as “viral” appeared in 2009. You most likely keep in mind David, the boy hilariously braving the results of anesthesia after a visit to a dentist. Since then, we’ve collectively explored some fascinating intersections: style and science with that blue vs. gold gown or science and philanthropy with the Ice Bucket Challenge that includes everyone, and Donatella Versace. 
Behind each iconic second there’s a advanced synergy of know-how, synthetic intelligence, and human conduct. Over a decade later, “going viral” is the brand new holy grail for influencers and types alike. However, there’s little room for happenstance in as we speak’s digital advertising and marketing. Data informs creativity as a lot as inspiration does. So far, this collection of interviews with individuals on the forefront of post-pandemic media tendencies has centered on diasporic illustration, movie star placements, and world visioneering.

Meet Kiarash Behain. His artistic company Rundown Media has constructed a go-to fame amongst stars and trade titans for turning concepts right into a clickstorm that generates buzz and gross sales. I requested Behain to replicate on what drives actual engagement in oversaturated social media house, the worth of now in a digital tradition that lasts “perpetually” and what powers his personal curiosity and optimism by all of the challenges.

Rundown Media CEO, Kiarash Behain

Ann Marie Clark

How do you outline affect in your work?
The skill to understand, retain, and direct the eye of an viewers. For true impression, you have to grasp all three. It’s straightforward to attain quarter-hour of fame now. Where do you go from there? How do you enter “the identical river” twice, 5 occasions, each Thursday? How do you make others take motion on what issues to you? Anyone who isn’t a one-click surprise doesn’t do that alone.

It sounds counterintuitive within the age of digital individualism…
Professional social media is analogous to aggressive sports activities. An Olympic athlete wants a coach, an agent, and the best teammates to realize success. Mentorship and ongoing help are integral roles that artistic companies play in serving to expertise obtain its full potential. You should apply the identical idea and ship the identical strategy for a successful sport plan.

How did you break into social media advertising and marketing?
I began Rundown Media in 2006, the 12 months Facebook and Twitter opened to the general public. I knew new types of storytelling had been going to drive engagement, as a result of distinctive tales are on the coronary heart of all progress. So, I obtained my platform and my very own tools and went attempting to find tales. I might attain out to managers and promoters to present them a heads up that I used to be coming to occasions for unique content material to share with the world. I keep in mind one 12 months Lil’ Wayne was a headliner for a Power 106 live performance in Los Angeles. He was the largest rapper on this planet on the time. I went in hours earlier than the present so safety would keep in mind my face when issues obtained hectic backstage. I ended up on stage with Lil’ Wayne and that second put Rundown Media onto the subsequent degree.

Is that why you name your organization the subsequent degree artistic company?
[Laughs] No. After twenty years on social media, I perceive the subsequent degree as outlined by the consumer. Our worth is in serving to YOU get there. Every model has room to develop and evolve by viral content material. Take the Fast and Furious franchise. It’s a high 5 field workplace earner of all time. We launched an impromptu interview I beforehand produced with Dwayne Johnson the place he made a joke a couple of fellow forged member at a time when stress existed throughout pre-production. It catapulted the Fast 9 attain changing to 500,000 views in lower than 48 hours. Humor and timing had been key to contributing to such a historic advertising and marketing effort, but additionally to help the story legacy for the followers. Success in consulting lies within the success of aspirations for these you serve. The subsequent degree is at all times yours.

SYDNEY, AUSTRALIA – JUNE 16: Francesca Hung attends the Fast & Furious 9 Sydney Premiere on June 16, … [+] 2021 in Sydney, Australia. (Photo by Don Arnold/WireImage)


In your individual leveling up, how has your immigrant expertise knowledgeable your work?
I really perceive the American Dream. It is not only phrases to me. My household fled to this nation to flee persecution throughout the Iran-Iraq War within the 1980’s. My father handed away in Iran whereas ready for his visa. I’m blessed to have a hero like my mom. Led by God, she paved the way in which for my brothers and I by laborious work and sacrifices. I by no means take something without any consideration and am grateful to make a optimistic impression daily. A multicultural background is a powerful asset for as we speak’s world audiences and the worldwide economic system.
How do you leverage all of the totally different world media choices?
It is necessary that you just meet the individuals the place they’re, so you have to strategically align your self with the newest social media platforms. I feel the subsequent potential breakthrough is the emergence of social media audio platforms resembling Clubhouse, Twitter Spaces, Facebook Rooms, and others. This interactive audio content material calls for the total consideration of listeners, directing the viewers’s consideration, shaping the conversations on a variety of matters. I’ve hosted conversations with over 5,000 visitors. To pull off an occasion like that in particular person you would want to ebook a stadium. [Laughs] It creates limitless alternatives to extend a following for natural direct advertising and marketing. I imagine that the long run lies within the arms of those that maximize the attain and instruments given to them by merely being relatable, informative, and entertaining. Just think about what the long-lasting dreamers of yesterday may have completed in the event that they had been tapped into the facility of social media as we speak!

18 January 2021, Berlin: A person of the social media app Clubhouse exhibits her smartphone with the … [+] audio utility. In the digital rooms, customers can hearken to an audio chat of different Clubhouse customers or actively take part within the dialog. Photo: Christoph Dernbach/dpa (Photo by Christoph Dernbach/image alliance by way of Getty Images)

dpa/image alliance by way of Getty Images

Let’s speak about memes for a second. Are they right here to remain?
It’s protected to say that for me there’s an equivalency between memes and foreign money now. Utilizing memes and viral content material has been an necessary gateway for many individuals and types to attach with large audiences. Whether you’re curating them of your self, or doing it for another person, the idea stays the identical – memes make you personable. Memes additionally present a dopamine enhance within the type of fast leisure. It offers the viewers extra causes to return. I might encourage anybody who needs to grasp the interactive energy of affect to experiment with memes.
What is essentially the most urgent query in your thoughts these days?
Are all of the unlucky occasions that occur in our world making ready people to adapt to a digital or technology-based world?

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About the Author: Amanda