Why Some Businesses Go Viral (And Others Don’t)

Ever asked yourself why some companies overnight become everyone's hot talk and others, even when trying hard, never leave the underground scene? Whatever it is— a tweet gone viral, a trending gadget, or a company that nobody can help talking about- getting viral is what, for many businesspeople and advertisers, an overnight success looks like.

But is virality just about luck? Or is there a secret formula behind it?

In this blog, we’ll uncover the science behind virality, the common traits, and the lessons brands can learn to create their viral moments.

The Psychology Behind Why Businesses Go Viral

Virality isn’t random. It follows certain psychological and behavioural patterns. Understanding these principles can help businesses craft content, products, and campaigns that maximize their chances of being shared.

Here are the key factors that contribute to virality:

01. Personal Connection & Reliability 

People engage more with content that resonates with them on a personal level. Content that highlights everyday experiences fosters deeper connections and increases shares, likes, and comments.

• Content that evokes emotional responses enhances engagement.

• Relatable stories drive word-of-mouth promotion.

• Shared experiences help build an interactive and loyal community.

02. The Power of Emotion

People often share content that evokes a profound emotional response. Whether it’s joy, surprise, nostalgia, or even FOMO (Fear of Missing Out), emotional content spreads faster than neutral content.

• Positive emotions like happiness and inspiration drive more shares.

• Surprise and curiosity make people want to click, engage, and share.

• Controversy can also spark virality, but it’s a double-edged sword.

Example: The Ice Bucket Challenge

The ALS Ice Bucket Challenge combined surprise (people pouring ice water on themselves), a good cause (raising funds for ALS), and social proof (nominating others). It exploded on social media, raising millions for ALS research.

03. Community-Driven Content

Content that aligns with an audience’s values and collective experiences is more likely to go viral. Tapping into shared experiences strengthens connections and increases user interaction.

• Word-of-mouth promotion and social proof boost credibility.

• Timely, relevant content aligns with audience behaviours.

04. Trends Riding & Timing

Jumping on trends at the right moment creates instant buzz. Whether it’s a viral dance challenge or a cultural moment, brands that capitalize on trends effectively can gain massive attention.

Example: Ocean Spray and the Fleetwood Mac Challenge

Nathan Apodaca’s TikTok video of him skateboarding while drinking Ocean Spray cranberry juice to the tune of Fleetwood Mac’s "Dreams" became a viral sensation. Ocean Spray embraced the moment, gifting him a truck and engaging with the viral content.

Key Takeaways:

• Authenticity wins – A real, unplanned moment resonated with millions.

• Brands should react quickly – Ocean Spray capitalized on the moment and became part of the viral conversation.

05. Social Proof and FOMO Effect

If everyone’s talking about something, you don’t want to be left out. This psychological trigger makes individuals copy the actions of others and share content that’s already gaining traction.

• Creating a sense of exclusivity drives interest.

• Leveraging influencer endorsements can build credibility.

Example: Clubhouse’s Invite-Only Model

When Clubhouse first launched, it was invite-only. This created a sense of exclusivity, making people desperate to get in. Everyone was talking about it, even those who hadn’t used it yet.

06. Social Media & Shareability

Each social media platform has unique characteristics that affect how content spreads. Understanding audience behaviours and trends on each platform is essential for maintaining relevance.

• TikTok thrives on humor, memes, and challenges.

• Twitter is driven by timely, concise, and witty content.

• Instagram favors visually appealing, shareable content.

• LinkedIn works best for professional, thought-provoking discussions.

07. Simple, Shareable Content

Short, engaging, and relatable content spreads like wildfire. People are more likely to share something entertaining and easy to consume.

• Humor and memes perform exceptionally well on platforms like TikTok.

• Quick, actionable tips or hacks keep people coming back for more.

Example: Tasty’s Recipe Videos

BuzzFeed’s Tasty videos became viral sensations because they provided quick, easy-to-follow recipes that people found useful. Their short, engaging format made them perfect for sharing.

08. Strategic Distribution & Influencer Power

Even great content flops without the right push. Paid ads, influencers, PR, and user-generated content (UGC) help amplify reach and ensure that virality isn’t left to chance.

• Influencers set the tone and steer conversations within their market.

• 86% of consumers make a purchase inspired by an influencer at least once a year.

Example: Ashton Hall’s Viral Morning Routine

A fitness influencer, Ashton Hall, posted an exaggerated morning routine featuring ice baths, banana peel face massages, and excessive hydration. His mix of humor, absurdity, and curiosity drove millions to watch and share. The viral moment wasn’t just about fitness—it was entertainment.

09. Celebrity Endorsements & Market Influence

Celebrity partnerships can help brands gain instant recognition, credibility, and visibility. Harnessing a celebrity’s popularity can make a brand emerge prominently in a crowded market.

• Celebrity endorsements elevate a brand’s credibility and spark interest.

• A well-aligned celebrity can skyrocket brand engagement.

• A misaligned partnership can have little to no impact.

The Pitfalls of Chasing Virality

Virality can be a blessing or a curse. Here’s why businesses shouldn’t rely solely on it:

Temporary Fame

A viral moment can bring a surge of attention, but without a plan to retain those new customers, the effect quickly fades. Using tools like Falkon SMS, brands can stay engaged with their audience beyond the initial viral moment, turning short-term attention into long-term relationships.

Reaching the Wrong Audience

Viral content attracts mass attention, but not all viewers align with your target audience. A million views don’t always translate to sales.

The Strain of Sudden Popularity

A sudden influx of customers can overwhelm a business, leading to stock shortages, website crashes, and poor customer experience. Smart automation such as Falkon SMS's scheduled texts and auto-replies can help brands efficiently manage increased demand.

Conclusion

Going viral isn’t pure luck—it’s a combination of psychology, business virality strategy, and perfect timing. However, virality alone doesn’t guarantee long-term success. The real key is to combine viral potential with a strong brand foundation, consistent value creation, and meaningful customer relationships.

Key Takeaways

• Viral success isn’t luck—it’s strategy. Emotional triggers, social proof, trends, and smart distribution all play a role.

• Platform-specific strategies matter—different platforms favor different types of engagement.

• Influencers and celebrity endorsements can elevate your brand, but choosing the right partnerships is crucial.

• Falkon SMS can help businesses maximize engagement and convert viral traffic into lasting success.

• Sustainable success comes from consistency, engagement, and authenticity.

Want to be the next brand everyone’s talking about? Explore how Falkon SMS can amplify your reach by boosting shareability and engagement through powerful text campaigns.