What Makes a Video Viral? Unleashing the Secrets Behind Unstoppable Sharing

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In the digital age, the power of a viral video is every marketer’s dream—and for good reason. Content that “goes viral” can spread like wildfire, reach millions of people in a matter of days (or even hours), and transcend geographic and cultural boundaries with remarkable speed. The internet has become the great leveler, allowing brands of all sizes to compete for precious attention. If you succeed in creating a video that resonates powerfully enough to elicit shares, you can quickly cut through the noise and transform a simple campaign into a global phenomenon. Yet the question remains: What Makes a Video Viral?

According to a marketing technology company called Unruly—which has analyzed roughly 430 billion video views and collected 100,000 consumer data points—the key to viral success is rooted in two primary drivers: psychological response (how the content makes viewers feel) and social motivation (why people are compelled to share it). In other words, emotions guide how people consume digital content, and social reasons drive how they share it. By understanding and applying these insights, marketers can craft videos that resonate profoundly and encourage viewers to click that “share” button.

In this article, we will explore how to make your video content more share-worthy by examining the lessons learned from Purina’s “Puppyhood” video, which soared to five million views in just six weeks after its initial launch. Produced in conjunction with BuzzFeed, “Puppyhood” tells the story of a man who spontaneously adopts a puppy and embarks on a humorous journey that presents them bonding in typical roommate fashion. We will look at the role of psychological response, social motivation, “super sharers,” and timing in giving videos a shot at genuine virality. With these foundational principles, your brand can increase its odds of riding the viral wave—whether you’re marketing pet food, promoting a new app, or championing a social cause.

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1. Understanding Viral Video Marketing in Today’s Landscape

Viral videos have become a cornerstone of digital marketing because they tap into our innate desire to connect with others. People want to feel emotions and share them with their networks—friends, family, colleagues, or even casual acquaintances on social media. The impact of social viewers (those who watch videos that are shared, rather than merely browsing for random clips) is substantial. Research shows that social viewers are far more likely not only to purchase a product but also to recommend it to others. This phenomenon effectively turns them into micro-influencers capable of expanding your brand’s reach exponentially.

Given how saturated social media platforms have become, any brand that can harness the power of viral video content stands to significantly improve its visibility and credibility. Platforms such as YouTube, Facebook, Instagram, and TikTok have billions of monthly active users. Cutting through that noise demands content that quickly captivates people’s attention and encourages them to interact. The holy grail is getting them to share—because shares extend reach beyond your existing followers.

Purina’s “Puppyhood” achieved exactly this. The story begins when a man spontaneously adopts a puppy, and audiences watch their relationship blossom as if they are new roommates. One moment, the puppy dips its head into a cereal bowl; in another, the man teaches the puppy some simple rules of apartment living. “Puppyhood” is lighthearted, warm, and peppered with comedic undertones. In short, it evokes multiple forms of positive emotion—key ingredients that make people want to pass it along to their friends.

After its release, “Puppyhood” racked up more than five million views in six weeks. Considering how brand videos regularly struggle just to cross 10,000 views, the success is worth noting. That’s the power of effective storytelling and an insightful understanding of how emotions can trigger sharing.

2. The Science Behind Virality: Psychological Response and Social Motivation

At the heart of Unruly’s findings is the importance of emotional impact. Emotions serve as triggers that influence whether someone enjoys a piece of content enough to share it. The more intense the emotional response, the more likely viewers will want to spread that emotion to others in their sphere.

  1. Humor: Conventional wisdom often suggests that humor is the number one driver of virality. And while this is true in some cases—especially when it comes to comedic sketches or pranks—pulling off humor in a universal way can be tricky. Cultural nuances, personal taste, and even language barriers can make humor a high-stakes bet. However, when executed successfully, humor indeed has the power to travel quickly and gain momentum.
  2. Heartwarming or Inspirational Content: Another tried-and-true pathway to triggering a strong emotional response is the feel-good factor—stories that tug at heartstrings, celebrate triumph over adversity, or highlight acts of kindness. “Puppyhood” leans heavily on heartwarming cues. The idea of adopting a pet has broad appeal, and by portraying the everyday comedic mishaps of adjusting to a new companion, Purina managed to tap into a swirl of emotions—nostalgia, joy, compassion, and empathy.
  3. Multiple Emotional Triggers: Unruly’s data shows that the most effective videos don’t rely on just one emotional note. They might start humorously, shift to a sweet or tearjerker moment, and end on a triumphant or inspiring note. By taking viewers on this roller coaster, the video can reach a larger audience segment, because more people will find something to connect with.

The second ingredient to virality is why people want to share. Simply feeling something is not enough to make someone hit the share button. There needs to be an underlying motive—a reason that compels viewers to put the content on their social feeds. Unruly’s research identifies 10 distinct motivations for sharing, which include:

  1. Opinion Seeking: People share content to gather feedback from their friends and social networks. If a video is surprising, adorable, or controversial, viewers may share it to see how others react.
  2. Social Utility: Some individuals share content because they believe it is useful or practical. Tutorials, tips, or any content that might solve a real-world problem can fall under this category.
  3. Conversation Starting: A particularly provocative or engaging video can serve as a conversation starter. Viewers post it to spark discussions or debates, allowing them to engage with friends and acquaintances on social platforms.
  4. Self-Expression: Sharing is often a way to craft and communicate one’s personal brand. By posting a specific video, you are signaling to your network who you are, what you value, or what your sense of humor might be.
  5. Belonging: In a world where digital communities often define our social spheres, sharing a video that resonates with a specific community can be a way to strengthen those social bonds.

In the case of “Puppyhood,” opinion seeking was a notable driver—people wanted to know how their friends felt about this hilarious and sweet depiction of pet ownership. However, the video also catered to multiple other motivations, such as self-expression (showing oneself to be a dog lover), conversation starting (people love telling personal stories about their own pets), and social utility (some might share tips or discuss the responsibilities of pet care).

3. Harnessing Emotional Response for Maximum Impact

“Puppyhood” excelled in eliciting positive emotions. Research suggests that audiences gravitate toward content that uplifts or brightens their day. This positivity doesn’t always need to be comedic—it can be inspirational, comforting, or awe-inspiring. Marketers should consider weaving multiple positive emotional beats into their storytelling. Think about connecting with universal themes such as love, companionship, loyalty, or discovery. These themes resonate across cultures and age groups.

While humor can be a potent force in driving shares, it’s essential to remember that humor is subjective and deeply entwined with cultural context. What works well for one demographic or region might fall flat in another. If you choose to produce a comedic piece, test it across different segments of your target audience to ensure it aligns with your brand identity and resonates broadly. Even subtle jokes that lean too heavily on local references can limit your video’s global share potential.

When creating emotionally charged videos, it’s crucial to be mindful of cultural norms and values. A campaign that is heartwarming in one culture might be confusing or even offensive in another. If your objective is to go truly global, your script, visuals, and message must be adapted to accommodate a range of cultures or at least avoid alienating large segments of potential viewers.

Unruly’s studies underscore that the breadth and depth of emotional response matter just as much as intensity. By weaving multiple emotional elements into a single narrative, you broaden its appeal. One viewer might find the humor delightful, another might be touched by the puppy’s cuteness, and another might identify with the relatable human-animal bond. This layered approach gives your video a better chance of resonating with a diverse audience—and that helps fuel shareability.

4. The Role of Social Motivation in Going Viral

Videos that raise questions or invite feedback—such as “Which puppy behavior do you think is the cutest?”—can spur a flood of comments and shares. By deliberately designing a video to be conversation-worthy, you increase the likelihood of social sharing. Simple prompts like “Tag a friend who loves puppies!” can go a long way.

Unruly identifies 10 social motivations behind sharing, including self-expression, conversation starting, belonging, and more. The more motivations a video can tap, the greater its potential reach. Think about your marketing goals: Are you trying to promote a new product, spark a debate, or encourage viewers to take action on a social cause? Once you clarify your primary objective, align your content to the motivations that best fit that objective.

If you know that your core audience loves to share to spark conversation, consider adding an element of intrigue or controversy that compels commentary. If your audience is driven by self-expression, create content that helps them signal their personal identity when they share it. A well-timed video about environmental stewardship, for instance, might attract viewers eager to show they care about sustainability.

5. The Power of “Super Sharers”

One of Unruly’s most revealing insights is that nearly 18% of internet users share videos at least once a week, and roughly 9% of users share every single day. This group, sometimes referred to as “super sharers,” is responsible for more than four-fifths of total shares on the internet. Essentially, a small but highly active segment of social media users drives the majority of viral circulation.

Because these power users have a bigger influence than the average viewer, they can exponentially increase a video’s visibility if it resonates with them. Targeting super sharers—or at least designing content that is likely to compel them—can be a game-changer for your campaign. For example, if you notice that certain personalities or influencer groups consistently spread content similar to yours, you might consider reaching out to them directly or using social media advertising to target them.

  1. Influencer Partnerships: Collaborate with influencers who have a track record of frequent sharing. Give them early access to your video and invite them to share their genuine reaction with their followers.
  2. Exclusive Previews: Offer exclusive teaser clips or behind-the-scenes footage to super sharers or brand ambassadors, making them feel like insiders. This approach increases the likelihood that they’ll champion your content.
  3. Built-in Share Prompts: Encourage viewers to share through contests, challenges, or social media hashtags. By tapping into the competitive spirit or sense of community among super sharers, you heighten their motivation to spread your message.

6. Timing: The Critical Factor That Can Make or Break Virality

According to Unruly’s analysis, the bulk of video sharing occurs within the first 48 hours of a video’s release. The number of shares accrued within this crucial window often sets the tone for how viral the content will become overall. If a video fails to gain traction in these initial days, it might struggle to take off later, even if it’s excellent content.

Because those first two days are so pivotal, brands should consider front-loading their marketing efforts. This might mean running targeted ads on social media, distributing the video through email marketing, engaging influencers, or leveraging brand ambassadors—all within the earliest phases of a video’s release. The goal is to build immediate momentum. Once a video starts trending and picking up organic shares, that momentum can become self-sustaining, propelling your content into wider networks.

Interestingly, Unruly’s data points to Wednesday, Thursday, and Friday as the most active days for video sharing, with Wednesday being the optimal day. This makes sense in part because many office-bound viewers are likely to be winding down their work midweek, looking for quick entertainment, and are more likely to browse social platforms to break up their routine. Launching your video at a time when potential viewers are most receptive can be a critical piece of the puzzle.

Even after that initial 48-hour window has passed, do not abandon your campaign. Keep the momentum going with follow-up content, user-generated campaigns, or additional social media pushes. You might try releasing a behind-the-scenes clip or an “extended version” to re-engage viewers. The key is to stay visible and continue providing shareable moments that remind people of your original video.

7. Practical Tips for Crafting and Launching a Viral Video Campaign

Before you start filming, create a detailed storyboard that maps out the emotional journey of your video. Ask yourself which emotions you want to evoke at each moment—laughter, awe, sympathy, or inspiration—and plan your visuals, dialogue, and music accordingly. This ensures that your final product has a clear emotional arc and does not feel disjointed.

From the scripting stage, decide which social motivations you want to tap into. Is your content meant to spark conversation or debate? Will it serve as a reflection of personal identity for your viewers? By answering these questions early, you can craft more pointed messaging and stronger calls to action that amplify viewers’ desire to share.

As mentioned, influencer partnerships can significantly boost a video’s share count. Look for influencers who naturally align with your brand message. For instance, Purina partnered with BuzzFeed to produce “Puppyhood,” leveraging BuzzFeed’s huge audience and proven track record in generating viral content. The partnership made sense because BuzzFeed was already known for producing relatable, sharable videos, and Purina tapped into that network to access a massive built-in audience of pet lovers and comedic content enthusiasts.

No matter how emotionally resonant your video is, it won’t go far if it’s hindered by technical glitches such as low-quality audio or poor lighting. Additionally, pay attention to how your video is formatted for different platforms. A clip meant for Facebook might need to be optimized for vertical viewing on mobile devices, while YouTube videos can sometimes be longer and more detailed. Use subtitles, especially if you expect a global audience or if your video relies heavily on dialogue in a single language. Subtitles ensure that language barriers do not become an obstacle to viewers who might otherwise share your content.

While the ultimate goal is to drive shares, remember to incorporate calls to action related to your broader campaign objectives. Do you want viewers to visit your website, sign up for a newsletter, purchase a product, or donate to a cause? A direct link or a clear next step at the video’s conclusion can help convert passive viewers into active participants or customers.

Don’t forget to measure the performance of your video. Metrics such as view count, watch time, share count, and comment sentiment provide valuable feedback on how well your strategy is working. Pay attention to spikes in views or shares—what caused them? Was it a particular influencer posting about your video, or did an external event align with your content’s theme? Tracking and analyzing these patterns helps refine your approach for future campaigns.

8. Sustaining Momentum Beyond the Viral Moment

Even if you’ve successfully navigated the complexities of emotional triggers, social motivations, super sharers, and timing, sustaining momentum after a viral spike can be challenging. Viral fame often fades quickly if there’s no plan to keep your new followers engaged.

One way to extend the life of a viral video is by prompting user-generated content (UGC). Invite viewers to record their own reactions or create their own story variations, then repost or highlight the best submissions. By making your viewers part of the creative process, you foster a more loyal community that might stick around for future content.

Consider repackaging the video into different formats. Create short GIFs, behind-the-scenes interviews, or highlight reels for social media platforms like Instagram Stories, TikTok, or Snapchat. This not only refreshes people’s interest but also helps you reach different demographics that may be more active on specific platforms.

If your content resonates deeply, you may find a growing community forming around your brand—whether it’s dog lovers for Purina or fans of a particular lifestyle for other brands. Support that community by providing online and offline touchpoints, such as Facebook groups, newsletters, live Q&A sessions, or real-world events. A robust community will be more likely to share your future content, effectively repeating the viral process.

In the realm of digital marketing, virality is an elusive concept—part art, part science. Yet, by examining case studies like Purina’s “Puppyhood” and delving into research from companies like Unruly, we can piece together a proven framework for engineering virality:

  1. Evoke a Strong Psychological Response: Use humor, heartwarming stories, inspiration, or other intense emotions to hook viewers.
  2. Tap into Social Motivations: Align content with reasons that compel people to share—whether that’s seeking opinions, starting conversations, or expressing personal identity.
  3. Identify and Engage Super Sharers: Recognize that a small percentage of users drive the majority of shares, and find ways to encourage these individuals to champion your video.
  4. Optimize Timing: Launch midweek, and put resources behind your campaign in the first 48 hours to maximize organic and paid reach.
  5. Sustain Momentum: Provide follow-up content and engage communities to prevent the buzz from fizzling out.

At the core of this strategy is an understanding that emotions and social interaction fuel virality. When you make someone laugh, cry, gasp, or feel inspired, you are creating a memorable experience they will want to share. When you give them a reason to share—like reinforcing their sense of self or belonging—you’ve practically handed them the “share” button on a silver platter.

Yet, no formula guarantees an overnight viral smash. Taste, trends, and the digital environment evolve rapidly. The best approach is to remain agile: test, learn, and iterate. Keep your ear to the ground for emerging cultural or social cues, and look for the sweet spot between brand authenticity and content that provokes a genuine emotional response.

Brands willing to invest in strong storytelling, audience research, and timely execution can position themselves for viral success. The “Puppyhood” campaign is proof that if you blend universally appealing themes (like cute puppies), comedic elements, and heartfelt storytelling, you can unlock monumental social engagement. Whether you’re launching a new product or hoping to raise awareness about an important social cause, harnessing this blueprint can help your content rise above the digital din.

In a cluttered online world, a single viral video might be your best shot at quickly gaining widespread visibility and forging a lasting bond with consumers. Understanding What Makes a Video Viral is key. By leveraging the insights from Unruly, paying attention to emotional cues, and tapping into powerful social motivations, you can craft a strategy that maximizes your chances of becoming the next big internet sensation. And when you do achieve virality, remember that it’s not the end of the journey but rather the beginning of an even bigger opportunity—to nurture, grow, and deepen the relationship with your newly expanded audience.

Indeed, virality is both an art and a science—a delicate dance of creativity and analytics, emotion and timing, community-building and brand stewardship. But for those willing to experiment, adapt, and listen to what their audiences truly want, the rewards can be life-changing for both viewers and brands alike. So, ignite that spark of creativity, plan your campaign, and launch with confidence. The next viral hit could be just a click away.

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