If you happen to work in social media advertising, odds are you’ve been advised (or haunted by) this one phrase.
Make us go viral.
However maintain the attention rolls. In spite of everything, who doesn’t wish to get their model in entrance of as many individuals as doable?
Properly, as is usually the case on social media, change is within the playing cards for 2025. And in response to Hootsuite’s 2025 Social Media Tendencies report, attitudes towards ‘going viral’ have soured.
The query is, is viral advertising nonetheless the ticket to social media stardom within the final little bit of this quarter-century? And the way do you deal with the inevitable request out of your boss?
With insights (and sizzling takes) from advertising specialists, we’re breaking all of it down under.
Viral advertising is a technique that goals to create content material price sharing. As soon as it ‘goes viral,’ the purpose is fast, natural unfold from individual to individual via social networks.
Going viral is extremely fascinating as a result of it’s a cheap method to rapidly develop your attain. When natural content material resonates with extensive audiences and is straightforward to share, manufacturers get to generate buzz and construct consciousness of their services or products with new demographics. Tremendous viral content material may even get you protection in conventional media, increasing your attain even additional.
A really temporary historical past of ‘going viral’
When word-of-mouth advertising went digital within the late 90s, web goers in every single place witnessed the true that means of “the snowball impact.”
From the fast unfold of Hotmail to unhinged video adverts not fairly match for TV and different conventional advertising channels, the web turned a sandbox for entrepreneurs to search out their legs in a brand new period of consumerism.
Take into consideration how enjoyable the early days of social media platforms like YouTube, Twitter, and Fb had been. With audiences so interested in the novelty of social channels, creating shareable content material turned the last word method to enchantment to a rising, hyper-engaged viewers. And, probably the most precious social forex for digital entrepreneurs.
However counting on viral advertising is dangerous. Going viral depends on a mixture of timing, relevance, viewers engagement, and good ol’ luck. You’ll be able to’t precisely plan to go viral — however extra on that later.
3 examples of profitable viral advertising campaigns you most likely know
… as a result of they went viral.
1. Duolingo & Dua Lipa
Duolingo’s social media presence wants no introduction — they’ve merely mastered model consciousness, largely because of their delightfully bizarre TikTok presence.
However maybe their greatest instance of viral advertising is their use of constant storylines. Extra particularly, their mascot Duo’s crush on pop star Dua Lipa.
What began as a joke about their two comparable sounding names (Duo vs. Dua) again in 2022 developed into an simply repackaged viral advertising technique, garnering hundreds of thousands of engagements, time and again.
And it’s nonetheless going robust. In reality, we simply would possibly see an official collaboration (arduous launch) between the 2 in 2025.
2. The Stanley automotive fireplace
IYKYK: The Stanley tumbler is the emotional help water bottle of the previous few years.
And with a mixture of paid and natural content material flooding (pun supposed) the #WaterTok hashtag day by day, Stanley owes a whole lot of its success to a current viral second.
When TikTok consumer Danielle shared the now-viral video of her Stanley retaining her drink ice-cold via a literal automotive fireplace, it generated tons of on-line engagement (and media protection).
The viral advertising technique in query? Stanley capitalized on the second by sending Danielle a brand new Stanley cup — and changing her burnt-down automobile.
This would possibly sound like an costly one-off engagement, however have a look at the way it elevated the curiosity within the model within the days following the November 16 video — and simply in time for an extremely profitable vacation season.
Supply: Google Tendencies
3. Michael Cera(Ve)
Whereas CeraVe’s skincare merchandise get really helpful by dermatologists on-line and irl, their current marketing campaign with actor Michael Cera — or Michael CeraVe — made the web explode with equal components confusion and pleasure.
A.ok.a., the proper recipe for a viral advertising second.
The dialog first sparked with paid posts from influencers that flippantly teased the collaboration:
Then, the model rolled out a Tremendous Bowl business to make the profitable viral marketing campaign official.
Now, who can hook us up with a kind of limited-edition moisturizers?
The purpose of any strong social media technique is to create partaking, emotional, or helpful content material that individuals wish to share naturally.
However simply because unhinged virality works for the Duolingos of the world (enjoyable, personality-driven B2C manufacturers) doesn’t make it a sensible technique for each model. For sure industries, viral moments are few and much between. And making an attempt to drive them is more likely to make audiences cringe.
So, we requested two digital advertising specialists for his or her ideas. Extra particularly, is viral advertising nonetheless cool?
As Apollo.io’s Social Media and Video Supervisor Lindsay Ashcraft places it, “Viral advertising isn’t cool if you’re creating a bit of content material with the only real purpose of going viral.”
Leaping on social media tendencies, for instance, may be an efficient advertising technique for exponential progress — nevertheless it doesn’t at all times serve a function. “An impactful social technique ought to at all times give attention to constructing neighborhood,” provides Lindsay.
Sophie Miller, Founder & Director of Fairly Little Marketer, is aligned. In reality, Sophie believes virality performed proper can truly be strategic.
“We at all times speak about virality and self-importance, however not virality and alternative,” Sophie says.
When Sophie had a current Instagram publish go viral, she capitalized on it.
“That carousel received me featured in Glamour Journal and The Drum, landed me a paid podcast alternative, and added 13,000 new followers that I can nurture and promote to.” explains Sophie.
She slips in a sizzling take: “Instagram isn’t lifeless and [virality is] not all about TikTok and video content material.”
The takeaway? Going viral is cool. What’s cooler is your capacity to grab the chance in a strategic method that aligns with your small business objectives.
TL;DR: There are a number of components that make for a viral advertising second.
Timing
On the subject of sweeping the web, it’s all about being on the proper place on the proper time.
The important thing? Posting when your viewers is most engaged.
For instance, Media & Leisure manufacturers who publish to Instagram Reels within the late morning and early afternoon have a better probability of driving engagement.
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Cultural relevance
Whether or not it’s brat summer season or channeling demure and aware, tapping into the web’s newest and biggest tendencies and memes may be worthwhile.
Exhibit A: Buzzfeed highlighting how the Emily in Paris solid arrived to the purple carpet.
Exhibit B: Statistics Canada breaking down the information particulars of Taylor Swift’s The Eras Tour.
Boldness or humor (or each)
It’s not for each model. But when your technique (and boss) permits for it, assume exterior the field.
This good viral advertising marketing campaign generated buzz with fashions roaming Toronto, carrying clothes made fully of Cashmere rest room paper.
Seems, it was all main as much as the model’s trend present in partnership with the Canadian Most cancers Society and Quebec Breast Most cancers Basis. Win-win.
Emotional connection
It’s easy: Advertising content material that evokes an emotional response — optimistic or unfavourable — tends to have a better probability of going viral.
A noteworthy instance? WestJet’s annual “Christmas Miracle” marketing campaign.
*Wipes tears*
Technique
To not toot our personal horn, however our 2025 Social Media Tendencies report marketing campaign is proof that viral advertising isn’t an accident.
Our plan of motion: Partnering with prime social media voices to unfold the information concerning the anticipated launch.
The end result? Social media managers in every single place tapping in!
Luck
Typically the algorithm is in your facet, and that’s actually all there may be to it!
Dangerous information, social media managers — the notorious viral request most likely isn’t going away anytime quickly.
However concern not! Sophie and Linsday have all of the tricks to get you thru it.
Discover the ‘why’
Why does your boss wish to go viral?
“You’ll be able to normally poke holes within the request if you perceive the why,” Lindsay says.
Sophie agrees. “I’ve labored with people prior to now whose bosses and groups assume virality is the last word reply to a promote out a launch and full enterprise transformation.” (Which is extraordinarily unlikely to occur via one piece of viral content material, irrespective of how shareable.)
“Large numbers are nice, however what do you wish to get out of it? And realistically, can ‘virality’ present that?” provides Sophie.
Align plans along with your model’s voice and target market
Know. Your. Area of interest.
Aka, “Deal with your target market by identify and embody ache factors which can be very particular to them,” advises Linsday.
“That method, even when you’re tapping into an excellent standard trending idea, you may guarantee it’s extra more likely to make a significant influence versus a one-off spike in views.”
Sophie couldn’t agree extra: “Your outcomes are pushed by how effectively you already know your panorama and your viewers.”
“Who’re my viewers and the place are they? What ‘viral’ content material do they already interact with? What have my opponents had success sharing? Entering into knowledgeable is your greatest technique,” Sophie provides.
And belief us, Sophie is aware of her stuff.
“Manufacturers I’ve labored with prior to now use my idea of a platform map to see what virality would possibly appear like, check ideas, attempt tendencies, and see how their viewers responds,” Sophie says.
In conclusion: Map it out.
Give it time (and plenty of tries)
Sophie’s final tip? Undertake a ‘free to fail’ angle.
“You’ve received to be ready to publish a hearth piece just for it to get 30 views and a single like from… you in your private account,” Sophie says.
“Studying what doesn’t work is simply as precious as studying what does. That is key to spotlight if you’re setting expectations along with your boss and crew.”
Understanding what sort of content material your viewers is probably to interact with is a step in the fitting course.
In accordance with Hootsuite’s quarterly benchmark evaluation, for instance, LinkedIn posts containing images usually carry out greatest for Expertise corporations.
“Examine in and optimize — Didn’t work? Cool, a brand new lesson!” Sophie says.
“How can we optimize for subsequent time? What tweak can we make? Can the hook are available in sooner? In hindsight, does that development truly not resonate with our viewers group? Get your crew collectively and focus on!”
Don’t drive it
You merely can’t drive viral engagement.
Lindsay’s recommendation? Get your boss concerned in all your advertising efforts, and set real looking expectations.
“Get them to have buy-in and pleasure round different significant metrics that tie immediately again to firm objectives,” Linsday says.
“You are able to do this in your weekly or month-to-month reviews to inform the story that issues!”
The final word takeaway? Identical to extra conventional advertising methods, viral advertising doesn’t assure success.
Constructing and interesting an enduring neighborhood? Now we’re speaking.
P.S. We completely encourage bookmarking this weblog publish for the subsequent time you get requested, effectively, you already know.
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