No Bones about it...Unless it's a Bones Day
We actually had a different blog post in mind for this week, but there was so much “bones or no bones” talk on our timeline this week we decided to change it up!
So let’s talk a little bit today about those videos and creators that go so viral that they cross over into almost every industry, every target market, every demographic, every different type of social media platform. You’ve probably seen quite a few people online posting about whether it’s a “bones day” or a “no bones day” and have either been very confused or very excited.
For those of you who have missed the entire “bones” discourse, the viral TikTok creator @jongraz and his 13-year-old pug Noodle post a video every morning about whether Noodle “has bones” (i.e. he can sit up) or “no bones” (he refuses to do anything besides lie down). These videos have gone so viral that the entire concept of “bones” or “no bones” has turned into essentially a prophecy for how your day is going to go that day.
There’s now a Twitter account that tracks the “Bones” or “No Bones” status of the current day.
Image via @NoodleBonesDay on Twitter.
Company accounts all over TikTok, Instagram reels and Twitter are posting about their “bones” or “no bones” day plans. Or, some are even blaming issues or wins on the current status of the day!
One TikTok user even posted that one of the commanders on her conference call with the Pentagon!! even pointed out that it was currently a “bones” day!
So why has this series of videos gone so viral? What is it about the simple concept of a geriatric dog deciding whether to get out of bed or not that has struck such a universal chord?
In these stressful times of labor shortages, supply chain outages, a continuing pandemic, and our normal day-to-day challenges, it does seem like we’re collectively looking for anything that can provide us with just a little bit of serotonin for the day. It has also created a community of people connected solely by the idea that a dog can be a barometer of your day, and you can and should adjust your plans accordingly.
The Colorado Avalanche Hockey Team blamed their recent loss on the fact that it was a “No Bones” day.
Image via @Avalanche on Twitter.
So what can we learn from Noodle and his owner Jonathan Graziano? Well, we think that part of the reason his videos have gone so viral is that they have three key components: Simplicity, Authenticity, and Consistency.
Simplicity: Bones or No Bones. That’s it. That’s the message. The concept of a “Bones Day” or a “No Bones Day” has captured the public consciousness in such a massive way as to be considered almost universal. We may be giving much more meaning to Noodle’s “bones” status than was originally intended, but the message is always clear – Bones or No Bones. And that’s what we call strong branding!
Authenticity: Jonathan Graziano started posting these videos just to highlight an adorable morning routine that he and Noodle had been doing for a while. As the videos have continued to go even more and more viral, he hasn’t lost any of the original delight or charm that started the trend, and if anything seems even more authentic even as Noodle’s celebrity status continues to rise. Don’t lose sight of what made you go viral in the first place!
Consistency: In a world where it seems like everything is changing on a day-to-day basis, the comforting presence of seeing Noodle and Jon every morning gives us all something to hope for. Fans wait with bated breath each morning for that day’s Bones Status – and they are always rewarded with the same comfortingly consistent voiceover setting up that day’s video. They found a niche that works, and they are sticking to it!
So, how can you reflect these qualities into your social media content? Just ask yourself WWND? (What would Noodle do?)
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