VIRALITY BREAKDOWN 103 - © BY NAPOLIFY
How Ali Koca turned earthquake panic into 165K likes and pure trust
This is our Content Breakdown series, where we analyze viral posts to uncover the psychological triggers and strategic elements that made them explode. We break down the storytelling techniques, attention hooks, and engagement drivers that turned ordinary content into high-performing assets. Whether it's curiosity loops, pattern interrupts, or emotional resonance, we dissect the mechanics behind virality so you can apply them to your own content. We've already analyzed over 500 viral posts, click here to access them all.
What's the context?
Let's first understand the audience's perspective with a quick recap before breaking things down.
It opens with a quiet kind of confidence: a single sentence that pulls you in (“Now that I have calmed down after the earthquake”), paired with the unexpected image of a woman in construction gear.
Right away, you sense this isn’t going to be a typical news explainer. The visuals are metaphorical, not literal, which is a small but telling signal that this creator understands framing theory. He’s not just telling a story, he’s shaping the lens through which we see it. That first impression matters. It locks in attention before the viewer has time to scroll, activating the curiosity loop (information gap theory) that drives retention on Reels more than most realize.
Then comes the tempo shift. A soft-spoken, well-paced narration flows over a rotating carousel of visuals: maps, soil textures, engineering cutaways. Each image anchors a point, but none of them linger too long. This pacing subtly aligns with Instagram’s watch-through optimization. Users who stay to the end signal quality to the algorithm, so creators who understand timing, resolution, and narrative payoff have a natural edge. And Ali nails it. He answers key public questions in real time, but not in a bullet-point way.
It’s more like a friend piecing together the puzzle over coffee. That tone is not accidental. It taps into parasocial connection, fostering the kind of engagement that algorithms love but can’t engineer.
You’ll also notice something else: emotional modulation. The video isn’t flat, and it’s not fear-mongering either. It moves gently from concern (mud slides, soft soil), to admiration (Thai engineers), to collective pride (smiling construction crews), and then lands on gratitude.
That journey mimics the narrative arc of classic storytelling: tension, context, resolution. But here, it’s condensed into under 60 seconds, an expert maneuver that reflects an intuitive grasp of attention economy principles. The final image, workers smiling into the camera, feels earned, not manipulative. And for Thai viewers especially, it triggers a hit of emotional contagion: pride shared is pride amplified.
The results speak for themselves: 2.6 million views, with a comment section acting as a dual engine of validation and debate. Personal testimonies, fact-check arguments, national pride, all mixing in a kind of controlled chaos that boosts ranking signals. What looks effortless is, in fact, an orchestration of timing, tact, and psychological nuance.
This isn’t just viral content. It’s content that understands why things go viral, and that’s a very different level of mastery. Let’s break down exactly how that mastery was executed, piece by piece.
Why is this content worth studying?
Here's why we picked this content and why we want to break it down for you.
-
Foreign Perspective With Local PraiseAs a non-Thai creator praising Thailand, it taps into national pride in a way that feels refreshing and rarely seen in viral formats.
-
Massive Engagement in a “Boring” NicheEngineering and structural resilience aren't usually viral topics, so seeing them blow up is a green flag to study why and how it worked.
-
Visual Variety Without OverloadThe use of supporting visuals (maps, buildings, workers) enhances clarity without overwhelming the viewer, a smart balance rarely done well.
-
Under One Minute With Full ArcIt delivers problem, context, emotion, and resolution in under 60 seconds, a near-perfect example of efficient narrative design.
What caught the attention?
By analyzing what made people stop scrolling, you learn how to craft more engaging posts yourself.
- Rare Global PerspectiveIt's not every day that a foreign creator talks about Thai infrastructure with genuine admiration. When you see someone outside the country give respectful credit, it hits differently. You pause because it feels unexpected and refreshing in an algorithm that often feeds you local drama or creator-centric content. It signals cross-cultural storytelling, which plays well in global feeds like Instagram Reels or TikTok.
- Earthquake Visual CuesThe video smartly opens with a construction worker holding blueprints, triggering instant visual associations with “buildings” and “stability.” You stop scrolling because the brain immediately connects it with danger or protection, especially in a post-disaster context. These cues hit the curiosity center before a single word is spoken. It's a psychological tripwire for anyone even loosely aware of recent events.
- Calm, First-Person Hook“I just experienced the earthquake…” is not just a line, it's a soft open that feels like a friend texting you. You lean in because it's personal, but also because it hints at inside information. First-person narration outperforms general statements, especially in reactive content. It immediately shifts the viewer into listen mode.
- Bangkok Map MomentWhen the red circle around Bangkok appears, it clicks. You immediately understand what area we're talking about, which anchors your curiosity. That map frame feels like a news explainer, but it's framed inside a personal story, which makes it digestible. People love orientation in chaos.
- No Clickbait, Just ClarityA title like “How to Save 17 Million Lives” that immediately gets context makes you pause. You expect clickbait, but you get smart storytelling. That switch grabs attention because it plays with your expectation and delivers.
Like Factor
- Some people press like because they want to quietly signal that they value smart, humble foreigners who speak positively about their country.
- Some people press like because they want the algorithm to show them more content that's calm, educational, and not fear-driven.
- Some people press like because they want to say “I felt this earthquake too” without commenting.
- Some people press like because they want to reward good storytelling that respects their attention span.
Comment Factor
- Some people comment because they want to share personal experiences and validate the video’s claims.
- Some people comment because they want to express national pride or appreciation for Thai engineering and construction.
- Some people comment because they want to correct perceived misinformation or geographical inaccuracies.
- Some people comment because they are concerned about building safety and structural integrity in Bangkok.
- Some people comment because they want to highlight the more severe impact on Myanmar and redirect attention there.
- Some people comment because they want to make comparisons with other countries or past disasters to argue about preparedness and severity.
Share Factor
- Some people share because they want their friends to see content that avoids drama but still feels important.
- Some people share because they want others to reflect on how civil engineering quietly saves lives.
- Some people share because they want to show their online circles that they're thoughtful and tuned in to global events.
- Some people share because they want to amplify positive storytelling during a time when negativity dominates the feed.
How to replicate?
We want our analysis to be as useful and actionable as possible, that's why we're including this section.
-
1
Local Expert Meets Global Curiosity
Instead of a foreigner explaining something about another country, flip the lens: have a local explain a misunderstood issue in their own region with clarity and calm authority. A real estate expert, for example, could break down why certain buildings survive storms better than others, using neighborhood-specific examples. This works well for creators in travel, real estate, or regional culture niches aiming to reach a global audience through hyperlocal insights. But to succeed, the tone must remain non-defensive and educational — if it turns into bragging or blaming, it loses credibility. -
2
Invisible Professions, Visible Impact
Shift the spotlight to underappreciated roles in your industry — think factory workers in fashion, back-end developers in tech, or farmers in food supply. Create short reels or explainers that show how these people prevent disasters, keep systems running, or quietly innovate. This version resonates strongly with behind-the-scenes audiences, B2B brands, and purpose-driven companies wanting to humanize their value chain. The risk is glamorizing without real substance — if it feels tokenistic or staged, people won't trust it. -
3
Shared Experience, Simple Breakdown
Find a moment your audience just went through (a platform outage, a major weather event, a public panic) and explain why it happened in a low-drama, visual-first format. For example, a cybersecurity brand could calmly explain why Instagram went down using metaphors and illustrations. This works best for tech brands, fintech, and SaaS companies that often get blamed but rarely get to speak directly. The catch: timing is everything — if you wait too long, you miss the curiosity window and lose the emotional relevance. -
4
Geo-Visuals That Anchor Curiosity
Adapt the map + red-circle device to anything that needs geographic context — shipping routes during the Suez Canal blockage, global spread of a food trend, or local impacts of a supply chain issue. Show people where something is happening and why it matters to them. This works great for logistics, global commerce, sustainability brands, and even educators. Just be careful not to overcomplicate — too much data or jargon ruins the clarity that makes this mechanism effective.
Implementation Checklist
Please do this final check before hitting "post".
-
You must open with a visually or emotionally unexpected image that instantly signals the theme without needing context, because that's what earns your first second of attention in crowded feeds.
-
You must speak or write in first-person to create immediacy and trust, since people are more likely to watch a story when it feels personal and lived-in rather than reported.
-
You should simplify complex information using relatable metaphors or clean visuals, because clarity is the fastest path to perceived authority in short-form content.
-
You must include a subtle but strong narrative arc (problem, context, relief), because structured storytelling increases watch time and triggers end-of-video engagement.
-
You could subtly highlight an underappreciated group or profession, because emotional validation of invisible contributors often sparks community-led sharing.
-
You could end with gratitude or praise toward a group, place, or system, because positive closure triggers feel-good sharing — especially in culturally sensitive or local content.
-
You could include a comment-prompting phrase near the end (“Did you know this?” or “Have you experienced this?”), because small invitations often drive deeper engagement velocity.
Necessary
Optional
Implementation Prompt
A prompt you can use with any LLM if you want to adapt this content to your brand.
[BEGINNING OF THE PROMPT]
You are an expert in social media virality and creative content strategy.
Below is a brief description of a viral social media post and why it works. Then I'll provide information about my own audience, platform, and typical brand voice. Finally, I have a set of questions and requests for you to answer.
1) Context of the Viral Post
A successful viral post featured creator Ali Koca explaining why people in Bangkok felt an earthquake, even though it occurred far from the city. The video used a calm first-person narration, visual aids like maps and soil imagery, and praised Thai engineers for building earthquake-resistant structures. The tone was emotionally balanced and non-sensational, and the story was wrapped in under 60 seconds. It struck a rare mix of personal storytelling, public education, and national appreciation — and it was released less than 24 hours after the event.
Key highlights of why it worked:
- Timely and relevant explanation of a shared, confusing experience
- Use of maps and images to simplify complex information
- Calm, non-alarmist tone during a moment of public concern
- Praise toward a specific profession (engineers) and a national effort
- Personal narrative that felt authentic and trustworthy
- Emotional arc (fear → clarity → pride) condensed into one short video
- High shareability due to usefulness, emotional payoff, and cultural resonance
2) My Own Parameters
[Audience: describe your target audience (age, interests, occupation, etc.)]
[Typical Content / Brand Voice: explain what kind of posts you usually create]
[Platform: which social platform you plan to use, e.g. Facebook, Instagram, etc.]
3) My Questions & Requests
Feasibility & Conditions:
- Could a post inspired by the “Bangkok earthquake explainer” approach work for my specific audience and platform?
- Under what conditions or topics would this format be most successful?
- Are there any sensitivities I should be aware of (tone, regional framing, timing, etc.)?
Finding a Relatable Story:
- Please suggest methods for identifying a confusing or misunderstood moment my audience has recently experienced that I could explain.
- What are some ways to spotlight a surprising “hero” or group who handled a moment well in my niche?
Implementation Tips:
- Hook: How to write or say a strong first-person opener that feels urgent and credible.
- Visual Support: What kind of simple, non-flashy visuals could clarify my message (maps, analogies, comparisons, etc.).
- Emotional Arc: Which specific emotional cues (curiosity, pride, relief) should I emphasize for my audience?
- Formatting: What are best practices for text pacing, captions, overlays, and duration on my chosen platform?
- Call to Action (CTA): How should I prompt sharing or tagging without making it feel promotional?
Additional Guidance:
- Recommend tonal do's and don'ts to keep this kind of post emotionally engaging and brand-aligned.
- Offer a few alternate directions if the “earthquake” or disaster angle feels too far from my niche, but I still want to use this storytelling structure.
4) Final Output Format
- A brief feasibility analysis (could it work for me, under what conditions).
- A short list of story or idea prompts I could use.
- A step-by-step action plan (hook, visuals, emotional framing, CTA, etc.).
- Platform-specific tips for length, overlays, or captioning style.
- Optional: Alternative content formats or variations if the original “public explanation” structure needs tweaking.
[END OF PROMPT]