Last night I was chatting with a friend who asked a question that every content creator has probably wrestled with at some point:
“How does something go viral?”
It’s a fair question and a frustrating one, because the honest answer is: we don’t really control virality. The audience does.
But that doesn’t mean we’re powerless. While we can’t guarantee a song, post, video or blog article will blow up, we can build our content in a way that gives it the best possible shot.
So let’s talk about what we can control, those ingredients that boost the potential for something to catch fire and spread.
1. It Makes People Feel Something
Emotions drive sharing. Always have, always will.
Whether it’s joy, laughter, outrage, nostalgia, awe, or even sadness, content that moves people gets shared. And the stronger and more immediate that emotional response, the higher the chance someone hits that “share” button without even thinking.
2. It Feels Familiar or Personal
Relatability is a magnet. If someone sees themselves in your words, your video, or your song, they’re more likely to send it to a friend and say, “This is SO us.”
That moment of recognition, of being seen or understood, is a powerful catalyst for virality.
3. It Gives People Something to Say
People love sharing things that make them look good, funny, smart, insightful, or ahead of the curve.
That’s called social currency, and if your content helps people signal something about themselves (even subtly), they’ll pass it on just to be part of the moment.
4. It’s Instantly Understandable
You’ve only got a few seconds, especially online.
If the message isn’t clear right away, you’ve lost them. Viral content tends to be simple, direct, and easy to “get” without needing too much backstory or explanation.
5. It Surprises Us
We scroll past what we expect. We stop for what surprises us.
Unexpected twists, bold perspectives, clever punchlines, strange juxtapositions, novelty grabs attention. And once it grabs, it sticks.
6. It Shows Up at the Right Time
Timing matters.
Whether it’s tapping into a trending topic, an event, a cultural moment, or a new meme format, if your content is relevant right now, it has a much better chance of getting traction.
7. It Fits the Platform
What works on YouTube doesn’t always work on TikTok. What works on TikTok might bomb on Instagram. Every platform has its own rhythm, format, and unwritten rules.
Virality often depends on knowing where you are and making content that suits the environment.
8. It Hooks Us Quickly
If it’s a video: the first 2–3 seconds are everything. That hook (visual or verbal) is the gatekeeper to the rest of your message.
If it’s an image, song, blog post, or headline: same rule applies. You’ve got a blink to make them stay.
9. It Invites People In
Viral content is rarely passive. It often asks people to do something join in, duet, comment, remix, use the sound, tag a friend.
If people can interact with it, they’re more likely to push it further into the world.
10. It Gets Lucky (With a Little Help from the Algorithm)
Let’s be real: sometimes it’s just timing, momentum, and algorithmic roulette.
You hit the right note at the right time, and the platform boosts you. That’s the part we can’t predict. But if you’ve nailed everything else, you’re giving the algorithm something worth amplifying.
So… Can We Make Something Go Viral?
Not exactly. But we can build something worth sharing.
And that’s really the game: Make things that connect, surprise, move, or entertain. Make them easy to engage with.
Stay consistent. Pay attention. And if one thing pops? Be ready for the ride.
You never know what’s going to be the thing. But if you keep putting sparks out there, one of them just might catch.
