Going viral may seem like bottling lightning—but there’s more to it than luck. Most viral campaigns are the result of deliberate design, psychology, and timely execution.
So, let’s deconstruct what goes into designing virality—with examples from actual campaigns that went viral.
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1. It Begins with Emotion: Why People Share
Before you script the visuals or even write the copy, ask yourself: What gets people to care?
Typically, viral content provokes a strong emotional reaction from viewers—be it a laugh, awe, outrage, or excitement. Always’s #LikeAGirl campaign succeeded because it turned the tables on a cultural cliche and addressed audiences right in the emotions. That emotional resonance made it crazily shareable.
Tip: Tap a relatable insight or emotional trigger your audience resonates with
2. Keep It Native to the Platform
Each platform comes with its own language and rhythm. What you do on LinkedIn won’t work on TikTok.
Consider the Duolingo TikTok campaign—the company’s offbeat owl mascot got the Gen Z sense of humor and short-form trends that are native to the app. It didn’t seem like an advertisement; it seemed like entertainment.
Tip: Adapt your format, tone, and timing to the platform you’re reaching
3. Tap Into Timing and Trends
Going viral is as much about being early—or just in time.
The Ocean Spray + Fleetwood Mac TikTok phenomenon? Complete cultural gold. The brand rode a spontaneous user-driven trend, and their prompt response kept it going. Viral trends don’t pause, so brands have to be nimble and fearless.
Tip: Track trends on a daily basis and give your team the authority to move swiftly
4. Engage Your Audience
The best viral campaigns invite people to participate.
Remember the Ice Bucket Challenge? It wasn’t just about watching—it was about joining in. People love content that gives them a voice, a challenge, or a reason to tag a friend.
Tip: Build interactive hooks like hashtags, challenges, or “duet-worthy” content
5. Make It Easy to Share—and Hard to Ignore
Even the most innovative campaign will tank if it’s difficult to share or complicated.
Make copy pithy, images bold, and calls-to-action clear. Humor is helpful. So is keeping things simple. Consider Spotify Wrapped—you receive bite-sized, personalized messaging that’s created to be shared, and users are anxiously waiting to flaunt it.
Tip: Make shareability part of your design from the outset
Final Thoughts
Virality isn’t magic—it’s method. If your content resonates with emotion, works for the platform, surfs the trend wave, and encourages action, you’ve got a genuine chance at breakout success.
So, the next time you’re fantasizing about a viral hit, don’t cross your fingers. Build the blueprint.
