Marketers love asking how to make something go viral. But the better question is: why would anyone care enough to share it?
Because content doesn’t go viral by luck. It goes viral when people feel something strong enough to pass it on. That’s the part we forget. We obsess over algorithms and formats. We test thumbnails and upload times. But virality doesn’t come from technical precision—it comes from emotional precision.
Also Read | Engagement Rate is a Broken Metric
What sparks Virality ?
Virality = Emotional Utility + Social Currency + Shareability
1. Emotional Utility
Does the content do something for the person who sees it? Does it entertain, inspire, provoke, validate, outrage, or surprise?
No one shares “fine.” They share laughter, anger, awe, joy, nostalgia. If it doesn’t move you, it won’t move.
2. Social Currency
When someone shares your content, what does it say about them?
- “Am I in the know?”
- “Do I look smart?”
- “Does this reflect something about my values or identity?”
The best content makes people look good when they repost it. It spreads because it elevates the sharer.
3. Shareability
This is the overlooked one: is it easy to share?
Can it be:
- Understood in seconds?
- Summed up in one sentence?
- Passed along without needing extra context?
If your content needs an explainer thread… it’s not going viral.
Participation Beats Performance
We’re not in the “viral video” era anymore. The content that travels today is built for interaction.
Think:
- Duets and stitches on TikTok
- Memes with blanks to fill
- Templates that invite a “me too” moment
- Comment sections that become part of the punchline
If your brand is still trying to go viral by broadcasting louder, you’ve already lost. The best content isn’t something people watch. It’s something they join.
Emotion + Cultural Placement
Virality isn’t just about emotion, it’s also about cultural placement.
The best content doesn’t just reflect what’s happening, it adds to the story. It slots into a moment, a movement, or a meme that already exists in people’s lives.
The Cultural Cartography model suggests that when brands contribute to culture in meaningful, remixable ways, they stop advertising, and start belonging.
The most viral content isn’t original. It’s recognizable, remixable, and resonant.
Want to Create Viral Content? Start Here:
- Tap the right emotion. If you don’t feel anything while making it, no one will seeing it.
- Keep the message stupid-simple. Complexity doesn’t travel. Clarity does.
- Make it participatory. Can people add their own take? Remix it? Comment their version?
- Make them look good. Give people something they want to associate themselves with.
- Think pass-along, not performance. Don’t ask “what will get views?” Ask “what would someone send to a friend?”
Virality isn’t something you create. It’s something people choose to give you, when your content makes them feel, share, and want to be part of something.
You can’t force that. But you can design for it.
And that’s where the real strategy begins.