What Makes a Video Go Viral
Viral isn't random. After producing content that's generated 39M+ views, here are the patterns I've seen consistently.
After producing content that’s generated over 39 million views across multiple clients and platforms, I’ve seen enough to know: viral isn’t random. There are patterns.
The Hook (First 1-3 Seconds)
You have less than 3 seconds to stop someone from scrolling. The hook needs to create a question in the viewer’s mind — something they need answered.
Strong hooks:
- Visual disruption — something unexpected in frame
- Bold statement — a claim that makes them lean in
- Curiosity gap — “This is why your doctor won’t tell you…”
The Value (Middle)
Once you have attention, you need to deliver. The middle of a viral video does one of three things:
- Teaches something — the viewer learns something they didn’t know
- Validates something — the viewer feels seen or understood
- Shows something — the viewer sees something they’ve never seen
The Share Trigger (Throughout)
People share content that makes them look smart, helpful, or in-the-know. Ask yourself: “Would someone send this to a friend?” If the answer isn’t immediately yes, rethink it.
The Platform
The same content performs differently on different platforms:
- YouTube rewards watch time and session duration
- TikTok rewards completion rate and shares
- Instagram Reels rewards saves and shares
- LinkedIn rewards comments and dwell time
Optimize for the platform’s currency, not just views.
The Truth About Viral
You can’t guarantee a video goes viral. But you can consistently create content that has the ingredients for virality. Over hundreds of videos, a few will break through — and when they do, they pull everything else up with them.
That’s the real strategy: consistent, high-quality content that’s optimized for the platform. Virality is a byproduct, not a goal.