The unexpected virality of “Disco” by Surf Curse offers valuable lessons for B2B marketers navigating today’s fast-paced digital landscape. While the indie track soared through TikTok trends and streaming platforms, its success highlights strategies that businesses can adopt to create compelling campaigns and foster meaningful connections with their audiences.

1. Emotion Drives Engagement

At its core, “Disco” blends energy and introspection, creating an emotional experience that resonates deeply with listeners. For B2B marketers, this reinforces the importance of crafting campaigns that go beyond features and focus on emotions—whether it’s solving a pain point, inspiring action, or building trust. Emotional storytelling is just as vital in B2B as it is in music.

Takeaway: Highlight the “why” behind your product or service to connect with your audience on a personal level.

2. The Power of Nostalgia

Surf Curse’s retro-inspired sound taps into nostalgia, a powerful tool for creating familiarity and trust. B2B brands can use nostalgic cues in campaigns—through visuals, language, or even product design—to evoke positive associations and stand out in crowded markets.

Takeaway: Incorporate nostalgic elements to forge an emotional connection while staying relevant to modern needs.

3. Leverage Platform-Specific Trends

The success of “Disco” was amplified by its alignment with TikTok trends, where short-form, visually engaging content thrives. Similarly, B2B marketers should focus on platform-specific strategies to maximize their reach. Whether it’s LinkedIn for professional thought leadership or YouTube for educational content, meeting your audience where they are is key.

Takeaway: Tailor your campaigns to fit the platforms your audience engages with most.

4. User-Generated Content Amplifies Reach

TikTok users embraced “Disco” as a creative backdrop, generating content that spread the song organically. For B2B, user-generated content (UGC) can be equally powerful—think customer testimonials, case studies, or social shares that validate your brand and expand its reach.

Takeaway: Encourage and showcase UGC to build credibility and extend your marketing efforts.

5. Build Multi-Dimensional Appeal

“Disco” succeeds by offering something for everyone: a danceable beat for casual listeners and introspective lyrics for deeper connections. B2B marketers can emulate this by creating campaigns that address both functional and aspirational needs. For example, a product demo might highlight technical efficiency while simultaneously showcasing its potential to transform a company’s workflow.

Takeaway: Create campaigns that appeal to both rational decision-makers and emotional stakeholders.

TLDR;

The virality of “Disco” isn’t just a music industry phenomenon—it’s a masterclass in how to connect with audiences through authenticity, emotion, and platform relevance. For B2B marketers, the song’s success illustrates the importance of understanding your audience, crafting multi-layered campaigns, and leveraging the power of community to amplify your message. In a world where attention is scarce, “Disco” proves that striking the right chord can make all the difference.