Of Cats, Cooking, Controversies, Comedies and Celebrities: Which 'C' Will Fuel Your Content in 2025?

Embarking on a content creation journey can feel overwhelming, especially as we step into the new year 2025.

With the platforms buzzing louder than ever, we can’t help but wonder: which niche will help us shine, grow the audience and eventually monetize?

“Follow your passion,” some said.

“Research on what’s trending on every platform,” another suggested.

And so we did.

And found there are certain types of content that continue to dominate and steadily earn huge likes, views and engagements. Especially on video-based platforms like Instagram and TikTok.

Since they start with ‘C’, I’d like to call them the 5 Cs of Viral Content.

• Cats
• Cooking
• Controversies
• Comedies
• Celebrities

As preached by some coaches and if we are honest with ourselves, we too notice that the social media algorithms still favor content that entertains and engages socially, as compared to just serious or plain business-centric topics.

Hence, many of us infused some of the viral 5Cs magic into our content strategy.

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Cat is Gold

Let’s say you’re in the medical field, posting information about medication or disease prevention to educate the public while building your portfolio in social media. You get decent likes and a modest number of followers.

One day, you go live while holding your tabby with cute round cat eye glasses and a stethoscope, and suddenly your engagement skyrockets. Viewers comment about how cute your cat is and many request to see it with you every time.

Now what?

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Cooking to Your Audience’s Hearts

Or, you came home from your marketing job and were stuck in a traffic jam. Instead of buzzing with the marketing tips for the day, feeling famished, you go live with cooking a simple egg and meat stir-fry instead.

Somehow it attracted many viewers. Before you know it, your ‘2-Mins cooking recipes’ makes you more popular than your ‘Miss Marketing Insight’ persona ever did.

What’s cooking now?

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Controversy Sparks Conversation

Or you are a retired reporter who shares tips on working in the media. Somehow when you comment about a controversial topic asked by viewers, you become a hit. And since then, viewers keep asking about your opinion on hot or viral cases.

Have you become a hot potato?

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Comedies

Or, as a fitness coach who always talks about exercising right, one day you make a joke: "Don’t feel proud if someone puts your picture on their phone—mosquitoes are also featured on insecticide spray covers."

Somehow, your followers crack up, appreciate your funny side and want more of that.

Are you now half fitness coach, half comedian?

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Celebrities

Or, you are a Math teacher by profession but loves dancing and have a knack to dance well in K-Pop celebrity song dance challenges.

Unintentionally, you get bandwagoned to perform Lisa’s Rockstar dance, and you become a hit and turn into a Rockstar in your followers’ eyes. You performed Jennie’s Mantra song dance and your followers chanted for more.

Now will Math and dancing ever be in the same equation?

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The thing is, as much as we appreciate these C “props”, they are just supporting elements to our content. We are more than just Cats, Cooking, Controversy, Comedies and Celebrities, but we can’t simply discard them.

Aghhh.. dilemma, right?

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Bank on Our True ‘C’ - Capabilities

Content creation rocks when we embrace our unique strengths.

First things first: If writing, designing, coaching, make-up, fitness, education content or any other passion fuels us, focus on that.

Our real capabilities are what makes us shine bright.

However, no matter the situation, as per the A.I.D.A principle in advertising (attention, interest, desire, action), grabbing attention and sustaining interest matters.

If our cat, cooking, controversy, comedies or celebrity element helps in grabbing attention and maintaining interest in us, include them but handle these “C” supporting elements with care.

We don’t want to misstep, especially with the controversial part. A single mistake can cause our reputation to go haywire and going forward, we may even lose our credibility or future monetization opportunity.

The goal is to build likability, trust and a win-win relationship with our audience so that they will continue supporting us in our content creation journey -- whether by subscribing, following or purchasing.

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Authenticity Always Wins

Nowadays audiences crave genuine connections more than ever.

According to The Star, a prominent media outlet in Malaysia, a recent study by global market research firm Ipsos said 36% of Malaysians distrust the social media influencers.

“Their lifestyles don’t feel authentic. It’s about selling something rather than sharing genuine thoughts,” said Ms. Nasrah when interviewed.

Audiences are also questioning reviews and suggestions by influencers because they could be paid, sponsored or part of a marketing campaign.

We have all experienced something like that, haven’t we? Like buying viral stuff that is heavily glorified, only to end up frustrated because they don’t live up to expectations.

Looks like in 2025, audiences are becoming more skeptical and not blindly trusting the content creators or influencers.

To stand out and win hearts, we need to bank on our real capabilities and show our authenticity in our craft—what makes us great. The five Cs can still be our accessories, highlighting our human side:

• Love cats? Share them now and then.
• Passionate about cooking? Connect with recipes sometimes.
• Controversy? I don’t recommend it but if necessary, proceed with caution and full accountability.
• Comedies? Well, fun sides do add points.
• Celebrity element? Why not if it helps rock our original self-identity or personal branding.

Staying true to ourselves while showing our human side builds trust and loyalty. Over time, our audience will grow and monetization will come naturally. InsyaAllah.

We are rockstars in our field. We follow our gut feelings on what works best for us.

So, what’s your best ‘C’ combo? Can we smell what you are cooking? 😉

Happy creating! 😊