Serran: Working to Write News Stories That Go Viral

By Paul Serran

Disclaimer: This article will engage in discussion about metrics of viewership, and how to improve them. If you feel that’s nothing but clickbait, please skip this one.

Any writer worth their salt is looking to find an audience, to keep it and enlarge it. Whoever says the opposite is nothing but a poser.

But don’t worry – this is not a ‘how to’ article. In fact, I wouldn’t know how to write one on this subject. It’s also not about writing hit pieces to destroy the reputation or career of someone.

This is but an investigation about what we can learn from my present situation as a new writer on The Gateway Pundit, which helps illuminate the puzzle: how do you write a popular news piece that ‘goes viral’?

Since I joined this Information War in late 2017, I began to find an audience to write for in English.

To be honest, at first this sounded ridiculously impossible to my mind. But from the get-go, I had a sense of purpose that kept me strong.

I was ready and content to fail fighting the good fight, but then I did not. I found an audience, lost it to Globalist Overlords, but found it again.

What I encountered was a whole scene of like-minded people who didn’t mind me being Brazilian, to my grateful surprise.

In 2019 I started collaborating with the Frank Report, a blog run by Frank Parlato, the man who destroyed the NXIVM cult/scam. He is a serious guy with a very consequential blog.

Writing for Frank first showed me that the dream was achievable, that I could move from threads and short posts to articles and opinion pieces.

As a professional writer with published books, articles, short stories, and produced plays, teleplays, and scripts of every kind, I felt it was well within my reach – but until you start doing it, you never know.

So, having built a social media following, I started working towards the double goal of a) having a reasonably successful blog and b) writing for bigger news sites.

And boy, this year I got both things going.

If you search on the web, you will find that a post is considered ‘viral’ once it reaches 100k views. It’s actually not impossible to pull it off.

While I wrote this chronicle, I happened to hit one on Twitter. Look below, 155k and growing.

It’s a very simple post, in which I take advantage of my years in the Frank Report to show the tie of the Dalai Lama to cult/scam NXIVM and its criminally convicted leader Keith Raniere.

In Twitter, the strategy of saying the least possible about the implications of this situation proved the right move. I’ve noticed tons of leftist-minded people sharing it. If I had gone and made a manifesto about it, I’d be much more restricted in my reach.

When it comes to an article, it’s very different. You don’t just scroll about and bump into the post, you have to actively click on the link to read it.

It’s a much harder job to get a news piece or article go viral, even if you have 70k followers in different social media platforms, and promote your stuff relentlessly, like I do.

On my Paul Serran Substack blog,  my top viewership in a post was 16k. Very few articles topped 10k. Most articles get around 1.4k to 2k, and most of the best ones have 5k at best – 7k is almost miraculous.

Now, the Gateway Pundit is another story altogether. The news site gets millions of views per day. So, if I play my cards right, find a good story, present it well, and toil smartly at promoting it – a story ‘going viral’ with over 100k is feasible.

In my first fortnight at the GP, I wrote 10 articles and averaged a bit over 11k views on them – with my best article netting 24k. Nice, but I know this is just the beginning.

Now, in April, I’m writing faster and better, and have tweaked the promotional effort to work a little smarter. In the first ten days, the viewership increased quite a bit, with an average of around 15k per article, and a top article with 41k views – a result that’s 70% higher.

Not bad for ‘Mr. 1.5k views’, right?

In a conceptual way, it’s very easy, and we all know how to make a ‘hit’ news piece: you just pick up a relevant and engaging story, and you write it in a way that captures the public’s imagination.

Easy, right?

Of course, how we do that in practice remains a puzzle to me. There are tools to pierce the mystery, though.

Stats tell the story behind and beneath the stories. I’m crazy about stats.

I look at the stories I published, and the stats each one got, and a pattern soon emerges: some themes are cool, some are ignored. Some approaches get better results than others.

If you insist on what’s working and curtail what’s flopping, you should see progress.

I hope to see you guys around as this adventure unfolds.

First stop: a 100k story. Can I do it? How long will it take?

Stay tuned!

This article was originally posted on Paul Serran’s blog, read the original post here.

About the author

Paul Serran


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  • “DJT seems really close to full disclosure about the Q op”
    and then…
    “I guess Q+ will be publicly vindicating all anons sooner, rather than later. That will be a fine day.”

    – Paul Serran, Sep 13, 2022.

    Please define “really close”. Because it’s been seven months since you wrote that and I’m still waiting for that fine day. And I wonder if Trump can ignite The Storm, whatever the fuck that is, from a prison cell, because it’s looking like he’s going to have to. Seriously what’s taking him so long? Aren’t the globalists eating kids or something like that every day? Seems like that would be an important thing to stop. ¯\_(ツ)_/¯

    Paul you actually write quite well, esp. considering EASL. But you aren’t going to get a lot of readers if you can’t get off the Q bus.

  • See you’re a fan of the infamous Lee Atwater, the man who singlehandedly led politics down to the murky depths it now inhabits, particularly, though not exclusively, on the right. I like to think people should rise above that, though I realize that’s not always the case.

  • How can complete chronologies and mapped networks go viral when those who keep secrets control everything? says:

    Since NXIVM almost conquered Mexico for globalists using PRI networks Salinas helped build, shouldn’t NXIVM connections be somewhere on President Salina’s Wikipedia page?

    Can FR readers and/or NXIVM followers connect those dots, with or without help from The New York Times?

    “60th President of Mexico in office 1 December 1988 – 30 November 1994 … Salinas moved to the United States to study economics … In 1971 … they moved to Boston, where Salinas was completing his master’s and doctorate at Harvard University … Affiliated with the Institutional Revolutionary Party (PRI) … giving away the wealth of the nation to foreign ownership … praised by the right wing and the international community as a leading figure of globalization … Salinas was also backed by the United States government in his bid for Director-General of the newly created World Trade Organization (WTO) … Salinas’s Harvard doctoral dissertation had examined the relationship between social programs and political support for the government … The centerpiece of Salinas’s presidency was his successful negotiation with the U.S. and Canada to create the North American Free Trade Agreement (NAFTA), which came into effect on 1 January 1994. The agreement was a reversal of Mexico’s longstanding policies of economic nationalism and anti-Americanism and was intended to create a single market …”

  • Hi Paul,

    Do your readers ever discuss a company called, Global Security and Innovative Strategies (GSIS)?

    Did a guy involved in the “Fast and Furious” scandal start GSIS? Did/does that same guy work for Clare Bronfman? If so, he can probably throttle any journalist and any article anytime.

    With so many “NXIVM” connections between government offices and multinational corporations, “NXIVM” was probably one more example of a few people with lots of money and political connections trying to conquer entire nations.

    According to a Reuters staff article in November 2020, Mexican President Andres Manuel Lopez Obrador said “… we’re adhering to our policy of principles. Also, we’re not a colony. We’re a free, independent, sovereign country. The Mexican government is not a puppet of any foreign government.”

    Do you think he’s just another globalist pretending to be a president? It’s so hard to know who’s honest these days.

    Lots of studies and statistics show us everything except how many in government are honest, how many know they’re puppets and how many know they’re slaves.

    • Jeffrey Peterson on Twitter August 17, 2018 …

      @realJeffreyP “Many of my followers know I have been sharing previously unknown information about #Democrats & the #NXIVM cult & frmr. DHS Secretary Napolitano’s #ArizonaMafia. I was contacted directly by mob mbr. #9, Victor Flores. If anyone doubted the DEATH THREAT against me, listen to this …”

    • 🤣🤣🤣 Years ago, when the World Wide Web was new, I remember reading a post on How To Be A Troll. One of the criteria was to conspicuously misspell a wrod.

      It seems not much has changed.

    • Nice to see authentic (non-AI) writing here. Also nice to see trolls show up when we’re over the target.

      • Sweet, from ‘snowflake’ to ‘AI’ they’re always out there no? following your special ass around- these ‘trolls’ that think differently to you and cannot distinguish your ‘target’ from nothingness.

About the Author

Frank Parlato is an investigative journalist.

His work has been cited in hundreds of news outlets, like The New York Times, The Daily Mail, VICE News, CBS News, Fox News, New York Post, New York Daily News, Oxygen, Rolling Stone, People Magazine, The Sun, The Times of London, CBS Inside Edition, among many others in all five continents.

His work to expose and take down NXIVM is featured in books like “Captive” by Catherine Oxenberg, “Scarred” by Sarah Edmonson, “The Program” by Toni Natalie, and “NXIVM. La Secta Que Sedujo al Poder en México” by Juan Alberto Vasquez.

Parlato has been prominently featured on HBO’s docuseries “The Vow” and was the lead investigator and coordinating producer for Investigation Discovery’s “The Lost Women of NXIVM.” In addition, he was credited in the Starz docuseries 'Seduced' for saving 'slave' women from being branded and escaping the sex-slave cult known as DOS.

Parlato appeared on the Nancy Grace Show, Beyond the Headlines with Gretchen Carlson, Dr. Oz, American Greed, Dateline NBC, and NBC Nightly News with Lester Holt, where Parlato conducted the first-ever interview with Keith Raniere after his arrest. This was ironic, as many credit Parlato as one of the primary architects of his arrest and the cratering of the cult he founded.

Parlato is a consulting producer and appears in TNT's The Heiress and the Sex Cult, which premieres on May 22, 2022.

IMDb — Frank Parlato,_Jr.

Contact Frank with tips or for help.
Phone / Text: (305) 783-7083