The allure of going viral has long captivated entrepreneurs, marketers, and creators alike. Everyone seems to want it. The dream of launching a product or campaign that sparks a tidal wave of shares, likes, and comments across social media is tantalizing. But here’s the thing—virality is not a mystical occurrence. It’s not something that happens when you wish hard enough. Virality, like anything else, follows a certain set of rules. It can be engineered.
Virality isn’t luck. It’s not magic. And it’s not random. There’s a science behind why people talk and share. A recipe. A formula, even.
—Jonah Berger
The Misconception: Virality Isn’t Just a Coincidence
In today’s fast-paced digital world, where every brand is vying for attention, the desire to “go viral” has become almost synonymous with success. It’s the golden ticket to recognition, a kind of fast pass to widespread attention. However, while the notion of virality seems to hold this magical allure, it’s crucial to dismantle the misconception that it happens purely by chance. The truth is, virality isn’t an accident. It’s the product of deliberate strategy, timing, and, sometimes, a deep understanding of human psychology.
The problem with the widespread desire to go viral is that it’s often treated as a passive event—something that will happen if the content is “good enough” or if the stars align. People believe that if they make something interesting or funny, it will automatically be shared by millions. The reality, however, is much more complex. Virality is not something that occurs because your content is entertaining or well-crafted; it’s about aligning your message with the behaviors and emotions of your target audience.
Take the example of The Holstee Manifesto, which went viral in a way that defied expectations. It wasn’t just another marketing video; it was a call to action, an invitation for people to live a life driven by passion and purpose. The video’s message wasn’t about promoting a product—it was about sharing an ethos that resonated with a community of people who craved inspiration. The result? The video went on to garner over 60 million views, far more than what the creators could have anticipated. What set it apart was the fact that it wasn’t just a commercial. It wasn’t self-serving. It had a genuine emotional hook that sparked a communal feeling, which then drove people to share it widely.
This doesn’t happen by accident. It happened because the video contained something people wanted to share—not because they felt obliged, but because it allowed them to express their values and beliefs. The creators didn’t just post something online and hope for the best. They knew their message was powerful, and they understood that in order for it to spread, it had to resonate deeply with the emotions and aspirations of their audience.
So, what’s the lesson here? If you truly want to go viral, you can’t simply rely on wishful thinking. You have to start by asking the critical question: Why should someone share this? What’s in it for them? What makes this content—or product—worth the time and effort it takes for people to post it on social media or forward it to their friends? Without this foundational question, your efforts will remain just that—efforts without impact.
Virality is often misunderstood as a one-off, a fluke of timing. People mistakenly believe that if they put a great idea out there, it will simply catch fire. But the truth is that virality is a carefully constructed process that demands more than just producing great content. It requires deep insight into your audience, a strategy for amplifying your message, and, most importantly, the right incentive for people to share it. Virality is not random—it’s engineered.
The Viral Recipe: Make It Worth Sharing
To truly make something go viral, you need to create a product or message that is not only desirable but one that is inherently shareable. The key to virality lies not in the content itself but in the emotional connection it establishes with the audience and the ease with which it can be passed on. While the content may be the starting point, it’s the value that people derive from sharing it that makes the difference between just another post and a viral sensation.
At the core of shareability is emotional resonance. People are far more likely to share something that evokes a strong emotion—whether it’s joy, sadness, surprise, or anger. The emotions stirred by content act as a catalyst for sharing. Consider viral videos that make people laugh out loud or those that move people to tears. The more deeply something connects emotionally with its viewers, the more likely it is to be shared. In fact, studies have shown that content that evokes an emotional response is much more likely to be passed along to others. The emotion might be positive or negative, but it must be strong enough to make the viewer feel compelled to share it with their social circles.
Take the phenomenon of humor. Funny content, whether it’s a meme or a clever advertisement, tends to spread rapidly because humor is universally appreciated, and people love to share things that make others laugh. The humor, however, needs to be relevant and resonate with a specific audience. Take brands like Old Spice or Dollar Shave Club. Their viral ads were successful not just because they were funny but because they connected with the audience’s sense of identity and culture. The message wasn’t just amusing—it was relatable and resonated with the audience’s own sense of humor, making it easy for people to share.
Beyond emotional connection, another key component of making something worth sharing is utility. People love to share content that provides value, whether it’s helpful advice, a life hack, or an educational tip. Consider viral infographics or tutorial videos. These types of content often go viral because they offer practical value. When people come across something that improves their lives or solves a problem, they’re more likely to share it with others who could benefit from it as well. This gives the content an inherent reason to spread—because it’s valuable to the person sharing it, as well as to the person receiving it.
Another important element to consider is exclusivity. People enjoy sharing content that makes them feel special or offers a sense of “insider knowledge.” Exclusive content—whether it’s a limited-time offer, an exclusive video, or a sneak peek into something exciting—taps into people’s desire to be the first to share something new. This sense of exclusivity makes people feel like they are in the know, which boosts the perceived value of the content. It’s why “sneak peek” announcements from companies or early access to new features are so successful in generating buzz and engagement.
And then there’s social proof. Social proof is a powerful psychological trigger that can drive virality. When people see others engaging with or sharing something, they are more likely to do the same. This is why testimonials, user-generated content, and social media shares are so effective. When a product or idea has already been validated by others, it creates a snowball effect, encouraging new users to join the trend and share it themselves. A classic example of this is seen in platforms like Instagram and TikTok, where the visibility of trends or challenges encourages others to hop on the bandwagon and participate.
However, even if your content or product has emotional resonance, utility, and exclusivity, that’s not enough. You must also make sharing easy. Convenience plays a huge role in virality. If the content is not easy to share or if it requires too many steps, it’s less likely to spread. Make sure that your content is optimized for sharing on social media platforms. Add share buttons, simplify the process of forwarding the content, and make sure it’s formatted for maximum ease of use. The simpler it is for people to share, the more likely they are to do it.
In the end, making something worth sharing isn’t just about creating something cool—it’s about understanding the emotional and psychological factors that drive people to spread it. Once you can tap into those motivators—whether it’s through humor, utility, exclusivity, or social proof—you’ll be on the path to creating content or products that people will want to share. And that’s the first step toward virality.
PPublicity Leveraging Public Platforms
One of the most powerful tools in achieving virality is public visibility. When a product, message, or piece of content is integrated into publicly visible platforms, it increases the likelihood that people will take notice and share it. Publicness is not just about making your content available to a wider audience—it’s about crafting opportunities for others to engage with your content and, more importantly, spread it without having to ask.
Jonah Berger, in his book Contagious, identifies publicness as a fundamental driver of viral spread. He notes that when something is observable, it’s easier for people to imitate, which amplifies the chances of it gaining popularity. Publicness is a principle that works on multiple levels. When something is visible to others, it becomes a signal that others may want to be part of. This social proof—the idea that people are more likely to engage with something because others are already doing it—drives virality.
An obvious example of this concept is the integration of Spotify with Facebook. The music streaming service launched with a unique feature that allowed users to share what they were listening to on Facebook. Every time a friend played a song on Spotify, their Facebook feed would show it, encouraging other friends to check out the platform. This was more than just a simple social share—it was a form of public endorsement. As friends saw their peers enjoying a new service, they were naturally intrigued and often signed up to experience it themselves.
The integration into Facebook allowed Spotify to benefit from the huge network effect that Facebook provided without having to spend money on ads. This clever use of publicness—where every user’s activity acted as a subtle advertisement—enabled Spotify to expand rapidly and exponentially. The public nature of the content made it visible to users’ social networks, where it could spread organically.
Another noteworthy example of leveraging public platforms is Dropbox. Dropbox used social sharing as a growth engine by incentivizing users to invite their friends through a referral program. When users linked their Dropbox accounts to Facebook or Twitter, they were rewarded with additional storage space. This created a feedback loop where Dropbox benefited from every user who signed up and engaged with the platform. By allowing the product to exist publicly on social networks, Dropbox turned its user base into an army of brand advocates.
This concept is not limited to social media. Even in more traditional spaces, publicness can drive virality. Take Hotmail, which became a household name, by adding the signature “Sent from my Hotmail account” to every email sent. This small, unobtrusive addition served as a constant advertisement for Hotmail, transforming every email sent by a user into a mini-marketing campaign. It didn’t require any extra work from the company or the user—it simply relied on making Hotmail visible to everyone who received an email.
When building virality, understanding how public platforms amplify reach is crucial. It’s not just about getting on social media—it’s about embedding your content into those platforms in a way that makes it naturally visible and shareable. From Facebook to Twitter, Instagram to YouTube, integrating with these platforms in a thoughtful, strategic way can amplify your message and extend your reach without requiring a heavy marketing budget.
Growth Hacking Your Virality: Dropbox’s Referral Program
The story of Dropbox’s meteoric rise offers one of the best case studies in growth hacking, particularly in how virality can be engineered through referral programs. Initially, Dropbox used traditional marketing tactics—like video promotions and social media ads—to try and grow their user base. However, after spending nearly $400 per customer through paid advertisements, the company realized that this approach was not sustainable.
At this point, Dropbox made a pivotal decision to shift its strategy towards a growth hack that has since become iconic in the startup world. They implemented a referral program that allowed users to earn additional storage space for every friend they referred who signed up for the service. This was a subtle yet incredibly effective tactic: it turned every Dropbox user into a marketing agent.
This strategy was grounded in the understanding that people trust their friends and peers more than traditional advertising. Referrals are inherently more valuable because they come from a source that the potential user already knows and trusts. By incentivizing existing users to share Dropbox with their network, Dropbox was able to tap into a viral cycle where each new user had the potential to bring in even more users. This network effect became the driving force behind Dropbox’s exponential growth.
The key to Dropbox’s referral program’s success was its simplicity. The offer was clear: “Get free space for referring friends.” It was easy to understand, motivating, and provided users with an immediate, tangible benefit. When people could get something valuable—500MB of free storage—for simply sharing Dropbox with their friends, it was an offer they couldn’t refuse. The simplicity of the referral process, combined with the value provided, made it incredibly easy for users to spread the word.
The results were staggering. Dropbox saw a 60% increase in sign-ups almost immediately, and the referral program continued to fuel growth for months. Dropbox’s referral program was responsible for bringing in millions of users, without spending a dime on traditional advertising. This growth hack is a testament to the power of incentivized virality—it shows that when you create a product people love and pair it with the right viral mechanisms, you can achieve massive growth without the hefty price tag of traditional marketing.
Dropbox’s story highlights a crucial truth: virality can be engineered, but it requires the right incentives and the right tools. The referral program didn’t just rely on the good will of users—it gave them a reason to share. It’s a perfect example of how virality doesn’t have to be accidental. When done right, it’s a deliberate and powerful growth strategy.
The Bottom Line: Virality is Engineered
Understanding that virality is not a coincidence is essential for anyone seeking to grow a brand or a product. Virality is not something that happens by chance or luck. It is something that can be engineered with the right strategies and insights into human behavior. Whether it’s through emotional connection, leveraging public platforms, or creating a growth hack like a referral program, the process of going viral is much more deliberate than most people think.
The key takeaway is that virality must be built into your product or campaign from the very beginning. It’s not enough to create great content or a great product and hope it catches fire. You have to plan for it. This means understanding your audience’s motivations, providing incentives for them to share, and making it as easy as possible for them to do so. Every detail must be optimized for virality, from strategically placing share buttons to designing referral programs that reward users for bringing in new customers.
Furthermore, virality isn’t a one-time occurrence—it’s a process that requires continuous attention and refinement. Once a product or campaign starts to go viral, the work doesn’t stop. To maintain growth, you must keep refining and optimizing your viral strategies, constantly testing new methods and adapting to the shifting dynamics of user behavior.
The truth is, while going viral can sometimes seem like a happy accident, it’s more likely the result of thoughtful, strategic planning. By engineering your product, content, and growth tactics with virality in mind, you can create a brand that grows exponentially, driven by the very people who use it. In today’s world, virality isn’t just a hope—it’s a growth tool that can be harnessed and used to achieve massive success.
This article is a summary of the fourth chapter of Growth Hacker Marketing by Ryan Holiday.