Creating a viral video is the holy grail of digital content. A video that captures widespread attention can catapult a brand, message, or individual to new heights of recognition. But what exactly makes a video go viral? Contrary to popular belief, virality isn’t purely accidental—it often involves strategic planning, creativity, and a deep understanding of your audience.
Whether you’re working with a trusted partner, like a Denver video production company, or handling the process in-house, this blog is here to help.
This blog pulls insights from industry experts and breaks down actionable steps to help you create videos that have a higher chance of hitting the “viral jackpot.” By the end of this guide, you’ll understand the key principles behind viral content and have clear strategies to apply to your next creation.
Why Do Videos Go Viral?
Notice those overly attention-seeking behaviors from bloggers who do outrageous things, like pranks gone wrong or stunts that push the boundaries of safety?
While these tactics may generate short-term buzz, they often fail to build meaningful audience engagement or long-lasting impact.
Before we get into the how, it’s essential to understand the why. Not every video, no matter how well-produced, will achieve viral status. According to Jonah Berger, author of Contagious: How Things Catch On, content goes viral because it triggers emotions—whether it’s laughter, awe, inspiration, or even anger.
Viral videos also tend to:
- Be highly shareable.
- Hit a cultural zeitgeist or trend.
- Have a universal appeal that resonates with diverse audiences.
Viral success isn’t just about grabbing attention; it’s about creating a connection with the viewer. Audiences today crave authenticity, relatability, and content that resonates on an emotional or intellectual level. Outlandish antics may spark curiosity for a fleeting moment, but truly viral videos often leave viewers with something memorable—be it laughter, inspiration, or a powerful message they feel compelled to share.
Understanding these core characteristics is your first step in creating a viral-worthy video.
Step 1: Define Your Audience and Purpose
The first and most crucial step is to identify your audience. A video tailored specifically for your target demographic has a much higher chance of resonating.
Start by asking:
- Who do I want to reach with this video?
- What emotions or actions do I want to invoke (e.g., laughter, empathy, action)?
- What platforms are my audience most active on (e.g., TikTok, Instagram, YouTube)?
For instance, if your target audience is Gen Z, creating a short, fun, and trendy clip for TikTok would be more effective than a 10-minute sit-down video for YouTube.
Expert Tip:
Ben Ruedlinger, the VP of Wistia, emphasizes the importance of crafting “hyper-specific” content for niche audiences rather than attempting to appeal to everyone. “The more tailored your video, the bigger its emotional impact,” he says.
Step 2: Start with a Hook
It’s no secret that attention spans are short—research suggests you only have 3-5 seconds to grab your viewer’s attention. That’s why starting your video with a strong, compelling hook is non-negotiable.
Here are some ideas for crafting an attention-grabbing opening:
- Pose a provocative question or statement (e.g., “What if I told you this bowl of cereal costs $1,000?”)
- Open with a shocking statistic (e.g., “80% of people throw away this item, but it could save a life.”)
- Use eye-catching visuals or transitions to create instant intrigue.
Pro Tip:
“Make the first few seconds count,” advises YouTube strategist Derral Eves. “Visual storytelling is your best friend—show something unexpected or high-energy right from the start.”
Step 3: Trigger an Emotional Response
Emotion is the secret sauce of virality. Think about the last video you shared—chances are it made you laugh, gasp, cry, or feel inspired.
Common Emotional Triggers in Viral Videos:
- Humor: People share funny videos to entertain their social circle.
- Awe: Stunning visuals or moments of triumph can inspire people to pass it on.
- Empathy: Heartwarming or relatable stories strengthen emotional bonds with viewers.
- Surprise: Content that defies expectations grabs immediate attention.
Real-Life Example:
Remember “The Dress” controversy (Is it blue and black, or white and gold?)? Its virality was rooted in surprise and curiosity—it sparked debates and got people talking.
Step 4: Keep It Short and Sweet
Shorter videos tend to perform better, especially on platforms like TikTok, Instagram, and Facebook. While YouTube rewards longer content for watch-time metrics, other platforms prioritize brevity. A length of 15-60 seconds is ideal for most viral formats.
“A common mistake we see is creators overexplaining,” notes Jess Connor, a video strategist. “Cut the fluff and respect your audience’s time—they’ll thank you by hitting the share button.”
Step 5: Utilize Trends and Timeliness
Jumping on trending topics or cultural moments can significantly boost your chances of going viral. Social media is constantly evolving, and being part of the conversation increases visibility.
Ways to Leverage Trends:
- Follow trending hashtags on platforms like TikTok or Instagram.
- Add a unique twist to a popular challenge or meme.
- Partner your video concept with seasonal or current events (e.g., holidays, major announcements).
However, avoid replicating trends entirely. Stand out by creatively adapting them to your message or brand.
Step 6: Incorporate A Clear Call to Action (CTA)
A viral video can create waves, but those waves should lead somewhere. Without a clear CTA, viewers may enjoy your video but fail to engage with your brand.
CTAs can be direct or subtle, depending on the goal:
- Driving traffic? Add a link to your bio or embed a swipe-up link if on Instagram.
- Seeking engagement? Encourage viewers to leave a comment, tag friends, or share.
- Raising awareness? Pair your video with a hashtag that users can interact with.
Expert Insight:
“Your content is like a conversation starter. A CTA keeps that conversation going!” says marketing consultant Neil Patel.
Step 7: Optimize for Platform Algorithms
Understanding how each platform’s algorithm works is vital when striving for virality:
- TikTok: High engagement (likes, comments, shares) early on boosts visibility.
- Facebook & Instagram: Videos that spark meaningful interactions are favored in the feed.
- YouTube: Watch time and retention rate heavily influence ranking.
Tailor your content for each platform rather than taking a one-size-fits-all approach.
Step 8: Promote and Share Relentlessly
Even the best-crafted viral videos need a little boost out of the gate. Share your video across all platforms, leverage your email list, and encourage friends or colleagues to spread the word. Paid ads and collaborations with micro-influencers can also give your content the traction it needs.
Quick Tip:
Join online communities (like Reddit or Facebook groups) where your video may resonate, and share it authentically.
What to Do If Your Video Doesn’t Go Viral
It’s important to remember that virality isn’t guaranteed—and that’s okay! The real goal should be creating value and forming connections with your audience. Keep experimenting, analyzing performance metrics, and refining your approach.
Bonus Insight:
Even non-viral videos contribute to brand visibility and engagement over time. Success is cumulative!
Take the First Step Towards Viral Success
Crafting a viral video is both an art and a science. By focusing on emotional connections, platform optimization, and audience relevance, you considerably improve your chances of success.
Want to elevate your next video project? Start by applying these expert tips and monitoring the results. Remember, all it takes is one video to potentially transform your brand’s trajectory.And don’t stop at learning—start creating!
