Being asked by a boss, a client or a member of leadership to “make it go viral” is a universal (anduniversally frustrating) experience for marketers. 

There is no magic formula to virality. Chasing algorithms and optimizing keywords only gets you so far. 

But instead of just saying “not gonna happen,” here’s how you can explain why and how something might go viral (without guaranteeing it will, of course)

The Anatomy of Virality

“Going viral” is defined as “when a piece of content spreads quickly across social media platforms, being shared by thousands or even millions of users in a very short time span,” according to Buffer. It’s good old “word of mouth” times a million. 

Virality is unpredictable and often rapid. But there are a few key elements that set viral content apart:

1. Emotional Resonance: Viral videos tug at our heartstrings, make us laugh or spark interest. Creating strong emotion in the viewer makes it more likely that they will share it – positive or negative. 
2. Relatability: Similarly, when viewers can relate to a piece of content, they’re more like to pass it on or engage with it. The most successful viral videos strike a chord with a broad audience by tapping into universal experiences or cultural moments.
3. Novelty: Capturing attention has gotten increasingly more difficult, with over a billion websites active today. But, if you have something new to say- something that breaks the bold or offers a new perspective, you may see more engagement. 
4. Simplicity: In an age of information overload, simplicity reigns supreme. Viral videos typically deliver their message quickly and concisely, making it easy for viewers to consume and share without hesitation.
5. Visual Appeal: Eye-catching videos or interesting graphics can help increase your engagement and chance at virality. Now, this doesn’t mean it has to be a professionally shot video – but you may benefit from things like good lightning, interesting filters or stickers, etc. 

The Viral Formula

In a 2022 article titled “The Science of Why Things Go Viral,” author Amit Ashwimi dives into the psychology behind why people engage with certain types of content more than others. 

He points out a few key reasons why we engage with viral content:

1. We are drawn to humor and shock value – content that breaks us out of our routine or elicits a strong emotion is more likely to spread.
2. Our brains recognize patterns – content that follows a similar pattern or model to other common or viral content may have more engagement because viewers have some idea of what to expect 
3. We like to feel good about ourselves – we may be more likely to share content that aligns with our values, or the values we want to represent, because we want people to see us a certain way.
4. We want to connect with others and feel part of the culture/conversation – once something becomes viral, it’s more likely to continue to be shared – creating a viral loop. 

Creating Quality (Maybe Viral) Content

Understanding the elements of virality still doesn’t guarantee that your content will go viral, but it can give you insight into how to create high quality content.

To increase engagement and chance of virality when making content:

1. Know Your Audience: Understanding your target audience is essential for creating content that resonates. 
2. Tell a Compelling Story: Whether your content is meant to entertain, educate, inspire or anger, make sure you have a story at the heart of it. This will increase retention of the message and likelihood of sharing.
3. Encourage conversation and sharing: If you can, offer clear ways for the viewers to get involve in the discussion – through comments, sharing, etc. This includes making hashtags, adding buttons, etc.
4. Stay Authentic: Forcing  virality by jumping on the latest trends tends not to work. Instead, focus on creating genuine, meaningful content that reflects your brand values and connects with your audience on a deeper level.