TikTok and Beyond: Creating Viral Moments
- Jon Salmon
- 3 days ago
- 2 min read
At our Hope Conference, Gamil Jassin and Jon Salmon took the stage to unpack the power and the pitfalls of social media. Their session, TikTok and Beyond: Creating Viral Moments, was a masterclass in storytelling, authenticity, and community engagement in the digital age.
Social media is a double-edged sword. On one hand, platforms like TikTok can amplify voices, connect communities, and spark meaningful conversations. On the other, they can feel overwhelming, exposing creators to negativity and unrealistic expectations.
Gamil’s journey reflects both sides. From unpaid media work to running massive social campaigns for global brands and organisations, he’s seen how stories can reach hundreds of millions of people but only when told with purpose and authenticity. One key takeaway?
“Just do it. Ask for forgiveness later.”
Gamil continued that "waiting for approvals or perfection can stall momentum. The most viral, impactful campaigns often come from bold storytelling. Whether it’s helping students navigate university life or giving charities a platform to be heard, the power of social media lies in creating genuine connections rather than chasing likes and views.
Authenticity is critical. Social media users quickly spot inauthentic messaging, especially from brands or individuals trying too hard to perform.”
Gamil and Jon emphasised that whether you’re an individual or a charity, the focus should always be on the story you want to tell and the community you want to reach.
Even a small audience of engaged viewers can have a greater impact than millions of passive ones.
The session also tackled practical challenges: managing negative feedback, protecting your personal life online, and avoiding burnout.
Gamil shared his own approach to keeping social media strictly for work, not posting about family, and measuring success by impact, not metrics. For charities, this means focusing on the people whose voices often go unheard, rather than being distracted by noise or controversy.
TikTok, in particular, offers unique opportunities. The algorithm is designed to push content based on engagement, not follower count, meaning anyone can reach the audience they want if their content resonates.
"From zero followers to viral hits, it’s the authenticity and relevance of the story that matters most."
Finally, Gamil and Jon reminded everyone that social media is just one tool in the broader work of community engagement. Sometimes, offline efforts like hosting a morning coffee for local residents can be as powerful, if not more so, than online campaigns.
Social media can amplify, but it can’t replace the human connections at the heart of meaningful community work.
The session left one clear message: tell the stories that matter, stay authentic, and use digital platforms strategically to reach and empower your community.
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