I’m often asked to help clients make a “viral video.” My answer is always the same: you don’t make a viral video. You make videos that put the audience first, that engage or inspire or amuse or help them, and you do so over and over and over again, and you promote them strategically and consistently, and then–and only then–do have any chance of one of your videos going viral.
Making a viral video is a lot like building a brand. You do inch by inch, over time, at the mercy of the audience. You can only control so much. The rest is up to them.