Journal / Social media marketing
When Glasgow became Gotham: what The Batman Part II filming taught us about viral reels
In August and September 2026, The Batman Part II brought its production to Glasgow, and parts of the city centre around Newton Street and the Broomielaw took on a very different look. We were out with a camera. The short reels we posted from the streets became some of the most shared content we have ever made.
Nobody can promise a viral post. But looking back, the reels that travelled furthest had a few things in common, and none of them need a film crew in town.
1. Be there first
Interest in a moment peaks fast. The first clear, well framed clip from a place people care about will usually beat a polished edit posted three days later. Speed is a creative choice.
2. Give it a local angle
Thousands of accounts post about a blockbuster. Far fewer can say: this is my street, this is what it looks like today. The local angle is what made people tag their friends and share it with family abroad.
3. Respect the set and the people
We filmed from public spaces, followed the marshals and stayed out of the way. Good street content never puts a production, a crew or the public at risk, and it never pretends to be official.
4. Hook in the first second
The opening frame decides whether someone keeps watching. We opened on the most surprising image we had, cut tight to the music, and kept text on screen short enough to read in one glance.
5. Post where the conversation already is
Use the words people are already searching for in the caption, and post when your audience is awake. For a Glasgow story that meant the evening, when people were scrolling after work.
What this means for brands
Every business has moments worth catching: an opening, a celebrity visit, a busy match night, the first snow on the terrace. The skill is being ready to film, edit and post while the moment is still alive. That is exactly what our social and growth team does for clients.
See the reels on Eccentric Routes, or talk to us about making your brand's moments travel.
