If you’ve spent any time on TikTok, Instagram Reels, or YouTube Shorts lately, you’ve probably seen clips from the viral Canadian series Heated Rivalry all over your feed. What began as a niche sports-romance series has now become a major cultural phenomenon, inspiring a flood of fan edits, heartfelt reaction videos, slow-burn highlight reels, and countless “Did they really say that?” clips across the internet.
Heated Rivalry is an acclaimed hockey romance series that was broadcast on Crave in Canada and HBO Max internationally from 2025 to 2026, with a Season 2 already confirmed. Based on Rachel Reid’s well-known BookTok novels, the show focuses on a queer narrative featuring two closeted archrival hockey players.
It’s no secret that Heated Rivalry has gone viral! The show’s rapid rise isn’t just about strong chemistry or storytelling — it’s about the feeling it gives people. Viewers aren’t just watching; they’re connecting. And that emotional connection is exactly why Heated Rivalry has become a masterclass in how authentic content fuels viral marketing.
The Emotional Engine Behind Virality
Viral content isn’t random. It’s emotional.
People share what makes them feel joy, nostalgia, excitement, comfort, or belonging. Heated Rivalry taps into all of these at once: the thrill of competition, the tenderness of romance, the charm of underdog energy, and the warmth of found family.
When fans clip and share these moments, they’re not posting scenes; they’re posting the emotion those scenes sparked. That’s why the edits spread so quickly — viewers want others to feel what they felt.
For small businesses, the lesson is simple: authenticity isn’t a strategy. It’s a feeling. And feelings are what people share.
What Heated Rivalry Teaches Us About Authentic Content
- Relatability beats perfection
The show’s most viral moments aren’t the polished, cinematic shots… they’re the raw, human ones. A surprised laugh. A heartfelt confession. A moment of vulnerability.
Audiences crave content that feels real, not staged. When your brand shows up with honesty, humour, or heart, people will respond.
- Micro‑moments matter
A single line of dialogue or a two‑second glance can spark thousands of fan edits. That’s the power of micro‑moments: small, emotionally charged snippets that resonate deeply.
For businesses, micro‑moments might include:
- Behind‑the‑scenes clips
- Customer reactions
- Candid team moments
- Quick tips delivered with personality
These tiny pieces of content often outperform longer, more polished posts.
- Community amplifies everything
Not only did Heated Rivalry promote itself, the stars of the show, Hudson Williams and Connor Storrie, author Rachel Reid, and the creator of the show, Jacob Tierney, engaged with fans regularly by attending hockey games, book signings, and other events where fans were allowed to connect. Fans promoted the show as much as the creative team did, resulting in this viral sensation. Community‑driven content is the most powerful marketing engine there is.
When your audience feels seen, valued, and emotionally connected, they become your biggest advocates.
How to Create Emotion‑Driven Content That Resonates
- Lead with feeling
Before you post, ask: What emotion does this spark?
If the answer is “none,” it’s not ready.
- Show your human side
People connect with people, not logos. Share stories, not slogans. Share moments, not marketing.
- Lean into authenticity
Authenticity isn’t oversharing, it’s being real. Real voices. Real reactions. Real experiences.
- Use trends as a vehicle, not a crutch
Trends work best when you add your own emotional spin. That’s why Heated Rivalry edits land like they do. They’re not just trends, they’re feelings wrapped in trends.
Where Small Businesses Fit In — And How MYOB Can Help
Small businesses can harness the same emotional power fueling Heated Rivalry’s viral rise. You don’t need a film crew or a massive budget, just authenticity, consistency, and a clear emotional message.
This is where MYOB comes in. We help small business owners create social content that feels human, relatable, and emotionally resonant — the kind of content people actually want to share. From short‑form video strategy to content calendars to community engagement, we help you turn everyday moments into meaningful marketing.
Conclusion: Virality Is Emotional, Not Accidental
The runaway success of Heated Rivalry proves something marketers often forget. People don’t share content, they share feelings. When your content sparks joy, comfort, excitement, or connection, it spreads. When it feels real, people trust it. And when people trust you, they stick around. Authenticity isn’t just good marketing — it’s the foundation of every viral moment. And your next post could be the one that resonates.