If you were active on TikTok during Detty December, you couldn’t escape it. Madam Joyce was EVERYWHERE. From the Lagos girls vs. IJGB drama to memes featuring her face, the timeline was buzzing non-stop. That viral video where she declared herself “high profile” after a cringe-worthy club moment? The internet went wild! And guess what? She didn’t just let it die down; she turned that whole drama into a cultural moment.
But let’s be real, it wasn’t luck. Madam Joyce knew exactly what she was doing. This wasn’t a random viral moment. She mastered the psychology of social media and made it work for her, turning a cringe-worthy moment into a full-on marketing masterclass. Here’s how she did it:
1. She Knew the Power of Drama (and Rivalry)
It’s basic psychology, really. People love an ‘us vs. them’ situation. Whether it’s Lagos girls vs. IJGBs or Ronaldo vs. Messi, as long as there’s a divide, people are in.
Madam Joyce didn’t just sit back and watch the Lagos girls vs. IJGB saga unfold. She dove right in. Her video wasn’t just a statement; it was a declaration of “I’m high profile,” and she dared anyone who disagreed. By leaning into the tension, she made people pick sides.
What brands can learn: Make your audience feel like they belong to something while making others feel left out. But ensure it’s aligned with your brand. The drama will work if it feels authentic and true to your voice.
2. She Understood the Psychology of Keeping People Hooked
Madam Joyce didn’t just drop one viral video and disappear. She fed the drama, kept the buzz alive and made sure people stayed hooked. Why? Because she understood something crucial: people want to be part of the story. Social media isn’t just a one-way street - it’s a conversation.
The minute Joyce dropped her “high profile” video, she didn’t just share her experience - she invited people to riff off her content, create memes and join the conversation. And trust me, the timeline was popping with remixes. People weren’t just watching; they were adding their voices to the narrative.
What brands can learn: Don’t just tell your audience what’s going on - invite them to participate. Let them take your content and make it their own. Create a space for them to engage and build on what you started. That’s how you go from viral to viral with purpose.
3. She Got the ‘Fast-Twitch’ Culture
Social media is fast. People scroll for seconds, not minutes. If you’re not quick, you’re forgotten. Joyce understood this and took full advantage. She didn’t wait for the moment to pass; she rode the wave.
When something blows up on social, you’ve got to move fast. Don’t wait for the “perfect” time to capitalize on it. Joyce didn’t just let her viral moment hang in the air. She followed up with merch and even more buzz. Her quick moves kept her relevant in a world where attention spans are as short as a TikTok clip.
What brands can learn: Act fast. Don’t wait for the perfect time - when the buzz is high, jump in. The quicker you react, the more relevant you’ll stay.
4. She Made ‘Micro-Influencers’ the Real Stars
Madam Joyce isn’t a global superstar but she got the same kind of engagement as one. She understood something that brands miss all the time, it’s not about how many followers you have; it’s about how engaged they are. Joyce built a community and didn’t try to be everything to everyone. She created a deep connection with her audience and it paid off.
What brands can learn: Forget trying to reach the entire world, build a loyal community. The brands that win are the ones that focus on creating real connections with their core audience. If you build a strong base, they’ll spread the word for you.
The Takeaway:
For brands aiming to stay on top of mind in 2025, here’s the cheat code: move quickly, create a rivalry people can get behind, make them part of your story and don’t hesitate to jump into the chaos. When you understand how people behave online, every viral moment becomes an opportunity for growth.