For the past 12 months, I have been exploring different ways to write short stories that can go viral. My goal was simple: to help more people discover and sign up for our training programs.
This journey started when I realized just how expensive online advertising had become. In Kenya, a single sponsored post that includes an article, banner, and social media boost can cost up to Kshs 500,000 (about USD 3,800). Now, imagine having to promote over 100 different programs. That is a huge cost for any company to manage.
So, I asked myself, what if there is a better way? What if I could create stories that are so powerful and relatable that media houses and bloggers would share them for free?
At the same time, I wanted to see how far I could go with a more human approach to advertising. Instead of just promoting services, I focused on telling real stories, stories that connect with people emotionally, show empathy, and reflect real-life experiences.
That is where the idea of humanized advertising came in. And that is how this experiment began.
In this edition, I reveal how a simple post, never pitched to the press, sparked headlines, trended on blogs, and flooded radio waves across Kenya. No media budget. No press release. Just one story told with purpose.
We posted it on our official Facebook and X pages, and that is when the magic happened. Bloggers picked it. News sites chased it. Radio stations aired it in homes and matatus across the country. What started as a simple program became a national talking point, proving that with the right narrative and timing, your story does not need a spotlight – it becomes one.
The Goal Was Simple:
• Spark conversation and engagement.
• Cut down advertising costs.
• Drive traffic to our website.
• Grow our brand reputation.
How It All Started
I analyzed over 50 blog posts and digital articles across mainstream and niche media. I studied what made readers like, share, and comment. I also tracked which stories were republished or quoted by media houses.
The top-performing stories had three things in common:
• They used simple language.
• They were highly relatable.
• They were tied into current affairs or emerging trends.
Then came the big moment: I tested my approach using a story about Kenya Medical Training College (KMTC).
Excerpt from “The Original Story That Sparked It All”
Demand for Mortuary Science Surges
When Kenya Medical Training College (KMTC) launched its Mortuary Science program in March 2023, few could have predicted its rapid rise to becoming one of the College’s most sought-after courses.
According to CEO Dr. Kelly Oluoch, demand for the program has grown exponentially since its introduction. “Initially, we received 250 applications against our capacity of 50 slots. We have since expanded to accommodate more students, and today, the number of applicants runs into hundreds,” he revealed.
Dr. Oluoch noted that most applicants are sponsored by public health facilities or private institutions.
“These are organizations already offering mortuary services and looking to strengthen their technical capacity. Additionally, individuals seeking to venture into the mortuary business find our program highly beneficial,” he said.
Traditionally, mortuary attendants in Kenya were trained informally, often learning on the job in private funeral parlors.
However, a 2018 to 2021 study by senior lecturers at the University of Nairobi and pathologists from Kenyatta National Hospital highlighted significant gaps in the training and practice of morticians.
Distribution Strategy
After crafting the story, I shared it exclusively on our official Facebook and X (formerly Twitter) channels. No press releases, no media pitches, no paid promotions. What happened next was proof of how powerful authentic storytelling can be. Bloggers, online news platforms, and even mainstream media outlets began picking it up directly from our pages.
Inside the Strategies That Made the Story Go Viral
1. The Hook That Worked
“When Kenya Medical Training College (KMTC) launched its Mortuary Science program in March 2023, few could have predicted its rapid rise to becoming one of the College’s most sought-after courses.”
Why did this hook work?
• It started with a clear milestone.
• It highlighted an unexpected success.
• It created a “then vs now” storyline.
• It triggered curiosity about what had changed.
• It sounded credible and made you want to read the next line.
2. Making It Insightful
The article revealed that most applicants were sponsored by health facilities. It exposed how the program filled a major skills gap in Kenya’s health system. It referenced a credible study from the University of Nairobi and Kenyatta National Hospital.
This wasn’t just a course update. It was an institutional response to a real, research-backed problem.
3. Packaging for Easy Reuse
I made sure the story was media-friendly
• A headline that was ready to run: “Demand for Mortuary Science Surges”
• Strong quotes from KMTC CEO Dr. Kelly Oluoch.
• Proper names, dates, and locations.
• A logical flow of ideas.
4. Visuals That Caught Attention
I included an aerial image of KMTC, showing its expansive campus against the Nairobi cityscape. It was clean, high-resolution, and media-ready. But I noted a gap: Adding people-centered visuals, like students in class or training, would increase relatability and emotional pull.
5. Linking to a Bigger Trend
Although the story cited a 2018 to 2021 study, I realized it could have been stronger by linking to a national TVET skills agenda or health workforce policy. Next time, I plan to anchor stories to national debates, new reports, or global days.
6. Keeping It Simple
I used short sentences and a clean structure. But I still have room to improve by using even more conversational language. I am learning to write like I speak so more people can understand and share.
7. Timing It Right
I published the story on a Wednesday at 9:00 am. Perfect timing. Most media houses are looking for good content mid-week before political stories dominate the weekend.
8. Responding to Comments
As soon as the story went live, I made sure to respond to every comment on Facebook and other platforms. This not only helped boost the story’s reach but also reminded my audience that there is a real human behind the screen, present, engaged, and listening.
The Impact
The story caught fire.
It was picked up by major media outlets, including NTV, Daily Nation, KBC, and The Star. It also gained traction across numerous blogs and news platforms, including Tuko News, The Kenya Times, Kalenjins.com, Education News, Odrimedia, Mwakilishi, MSM, Who Owns Kenya, Ground News, Teachers Updates, Uasin Gishu News, and Nyongesa Sande, among others.
If that is not enough, it even became a trending topic on social media. Radio stations joined the conversation, bringing the story into homes and matatus – Kenya’s iconic public minibuses that crisscross the country with music, chatter, and vibrant energy.
Ultimately, the story captivated millions in Kenya and beyond, sparking a surge in applications. Thousands applied, making it the college’s third most sought-after program after nursing and clinical medicine.
Final Thoughts
This experience confirmed something I have always believed: You do not require a huge budget to make an impact. With the right story told the right way, even a niche academic program like Mortuary Science can spark national attention, drive conversations, and deliver the desired marketing results.
The secret?
Keep it real.
Make it relatable.
Anchor it in value.
As I continue exploring the power of humanized content, one thing is clear: people connect with stories. And if you can tell yours well, the audience, bloggers, and even mainstream media will follow.
Let me know if you’d like to receive more tips.