You’ve seen the memes on social media or the videos on Youtube that are shared millions of times, prompting even more people to share them to their circles. That’s usually a direct result of viral marketing.
Viral marketing involves using marketing tactics to promote content that is designed to be shared (i.e., meant to “go viral”).
The problem with virality is that it’s never predictable. It all depends on how relevant or entertaining its audience finds the content. All that marketers can do is to plan for virality and build a process that can make a campaign more easily shareable.