DR. SHWETA KHANDELWAL
ASSISTANT PROFESSOR
We’ve all been there — one minute you’re scrolling, and the next, a hilarious video, a genius ad, or some bizarre challenge is everywhere. It’s like the internet caught a wild fever, and suddenly, everyone’s in on the craze — reposting, remixing, and riding the viral wave.
So, what’s the deal? Is going viral just pure internet luck? Or is there a sneaky strategy at play?
Spoiler: it’s not just luck.
There’s actually a recipe for this madness — and today, we’re spilling the secret sauce behind those viral marketing explosions.
Let’s dive in and uncover what the top brands don’t want you to know.
1) Feel It First
Here’s the deal: people don’t share boring. They share feelings.
If you want your campaign to blow up, make them feel something. Laugh, cry, gasp—whatever it is, make it real.
Let’s break it down:
- Humour – If it’s funny, it’s flying into group chats.
- Inspiration – That “I needed this today” energy.
- Surprise – Plot twist! People love the unexpected.
- Relatability – That moment of “OMG this is so me.”
Think of Dumb Ways to Die. It was silly, catchy, and had a serious message underneath. It felt like a meme with meaning—and people couldn’t stop watching (or singing it, let’s be honest).
The real magic? Emotion, Humour , nostalgia, even outrage—when something hits you in the feels, it sticks.
Like Nike’s “You Can’t Stop Us” It wasn’t just about athletes. It was about heart, hustle, and hanging in there when things get tough. That hit everyone, athlete or not.
Pro tip: Before you post it, ask yourself—is this something I’d send to a friend with a “you got to see this” message? If yes, you’re onto something.
2) Keep It Simple—But Add a Twist
The best viral campaigns? Super easy to get. But definitely not boring.
They usually start with something familiar—a situation, a message, an idea—and then flip it on its head.
Why it works:
Simple means people get it instantly. The twist is what makes them care.
Think of it like this:
Simple = shareable
Twist = memorable
Pro tip: Take something everyone already knows and give it a creative spin. Add a dash of weird, clever, or “didn’t see that coming.” That surprise moment? That’s what hooks people.
3) Timing Is Everything
You can have the most brilliant, scroll-stopping content ever—but if you post it at the wrong time? It might as well not exist.
Timing can make or break a campaign.
Here’s how to make timing work for you:
- Tap into trending topics. What’s everyone talking about right now? Join the conversation with your own unique spin.
- Sync with cultural moments. Think holidays, big events, or viral pop culture moments—times when people are naturally more engaged.
- Be quick on your feet. The internet doesn’t wait. If you see something trending and it fits your brand, don’t overthink it—jump in while it’s hot.
Staying in tune with what people care about right now gives your content a way better chance of catching fire.
4) Choose the Right Platform
A successful campaign doesn’t just rely on great content—it also depends on where that content is shared.
Each social media platform has its own tone, audience expectations, and content formats. To maximize impact, it’s essential to tailor your message accordingly.
Here’s how to align your content with the right platform:
- TikTok and Instagram Reels – Best suited for short, engaging, and visually dynamic videos that follow current trends and encourage quick interaction.
- LinkedIn – Ideal for thoughtful, professional content. Posts backed by data, personal career insights, or industry commentary tend to perform well.
- Twitter (X) – Works best for concise, witty, or topical content. Memes, commentary, and timely reactions are key.
In short, a one-size-fits-all approach rarely works. Understanding the strengths of each platform and adapting your content to fit them ensures better engagement—and a greater chance of going viral.
5) Create Built-In Bragging Rights
One of the most powerful motivators for sharing content is self-expression. People are far more likely to engage with and promote content that reflects something about them—their personality, achievements, values, or sense of humour.
Why it matters:
Sharing isn’t just about entertainment—it’s often about identity. When your campaign gives people something they’re proud to show off, they become your most enthusiastic promoters.
Consider features like:
- Personalized results or experiences
- Shareable achievements or milestones
- Clever “this is so me” moments or labels
These elements tap into the natural desire to express individuality—and create content that feels worth sharing.
Pro tip: Ask yourself, what would make someone proudly say, “I have to post this”? Build that moment into your campaign.
6) Ride the Right Trend at the Right Time
In the fast-paced world of digital content, timing can be just as important as creativity. Tapping into current trends, timely conversations, or shared audience experiences can significantly boost a campaign’s relevance and reach.
Why it matters:
Relevance drives engagement. When your content aligns with what people are already thinking, feeling, or talking about, it becomes more discoverable—and more shareable. Participating in cultural or social moments helps your brand stay visible and relatable.
Pro tip: Stay alert and adaptable. Monitor socia ltrends, breaking news, and viral moments in real time. Often, the first brand to respond with a clever, timely take is the one that gets remembered and shared.
7) Don’t Forget the Call to Action (CTA)
Creating engaging content is only part of the equation. To maximize its impact—and increase the chances of it going viral—you must guide your audience on what to do next. That’s where a clear and compelling call to action (CTA) comes in.
A strong CTA doesn’t just encourage engagement—it drives it.
Crafting Effective CTAs
- Be Direct: Avoid ambiguity. Clearly tell your audience what you want them to do. For example: “Tag a friend who needs to see this,” or “Share this post if it resonates with you.”
- Create a Sense of Urgency: Time-sensitive language such as “Act now,” “Don’t miss out,” or “Limited time offer” can prompt immediate responses and boost visibility.
- Incentivize Sharing: Encourage participation by offering something in return—a discount, a freebie, entry into a giveaway, or exclusive access. People are more likely to engage when there’s a clear benefit.
Remember: Even the most entertaining or emotional content can fall flat without a CTA. Guide your audience toward the next step, and you’ll significantly increase the likelihood of engagement—and virality.
So… What’s the Real Secret Sauce?
There’s no single ingredient that guarantees virality—but there is a winning recipe.
Emotion + Simplicity + Surprise + Timing + Relatability + Participation = Viral Potential
It’s not about chasing trends blindly or relying on luck. It’s about understanding what makes people tick—what moves them, what excites them, and what they feel compelled to share.
Going viral is never a sure thing. But when you blend human psychology with creativity and show up where your audience already is, you give your content the best possible shot at taking off.
That’s your edge… That’s the sauce.
Final Takeaway
Going viral isn’t just a stroke of luck—it’s the result of a well-thought-out strategy, fuelled by creativity and perfect timing. The campaigns that truly take off are the ones that spark emotion, provide value, and invite people to be part of the moment.
Not every piece of content will set the internet on fire—and that’s perfectly fine. What matters is consistently applying the core principles: connect emotionally, be intentional, and keep your audience at the heart of everything you create. Viral marketing isn’t about gimmicks—it’s about meaningful storytelling with a strategic edge.
So, as you map out your next big idea, ask yourself:
- What will spark a reaction?
- What makes this worth caring about?
- What would make someone want to hit that share button?
Answer those—and you’re well on your way to finding your own version of the secret sauce.
