Top tips to help your next social media marketing go viral

In the competitive landscape of small and medium-sized enterprises (SMEs), standing out often requires more than a great product or service – it demands creativity, strategy, and a touch of luck. A viral marketing campaign can provide massive exposure at a fraction of the cost of traditional advertising. But how can an SME, often constrained by budget and resources, create a campaign that captures attention and spreads like wildfire? Here’s a roadmap to make it happen.

1. Understand what makes content go viral

Before diving in, it’s essential to grasp the factors that drive virality. Viral campaigns often share these common elements:

Emotional resonance: Content that evokes strong emotions—be it humour, awe, or even outrage—tends to get shared.
Relatability: People share content they identify with or believe their social circle will enjoy.
Simplicity: The message should be clear and easy to understand at a glance.
Shareability: Make it effortless for people to spread your message through social media and other platforms.

Example: Dollar Shave Club’s legendary launch video combined humour, simplicity, and a clear value proposition—earning millions of views and putting the company on the map.

Example: The #ShareACoke campaign by Coca-Cola replaced its logo with popular names, encouraging people to find their name on a bottle and share pictures online. SMEs can replicate this idea by personalising experiences or products.

2. Define your goal

What do you want to achieve with this campaign? Clear objectives will shape your approach. Examples include:

Driving brand awareness.
Generating leads.
Promoting a product launch.
Increasing website traffic or social media following.

Having a defined goal ensures your campaign remains focused and measurable.

3. Know your audience

Virality starts with the right audience. Research your target demographic:

What are their interests and pain points?
Which platforms do they use most frequently?
How do they communicate and share content?

The more you understand your audience, the better you can craft a message that resonates.

Pro tip: Tools like Google Analytics, social media insights, and surveys can help you gather valuable data on your audience.

4. Leverage creativity and storytelling

Stories stick in people’s minds, and creativity captures attention. Think outside the box to create a narrative that aligns with your brand but surprises your audience.

Ideas to explore:

Humour: A light-hearted approach can make your brand relatable and likeable.
Challenges: Create an interactive challenge, such as a hashtag trend or video challenge, to engage your audience.
Shock value: Content that is unexpected or challenges norms can be highly shareable.

Example: Blendtec, a blender company, launched the “Will It Blend?” campaign, showcasing their blenders crushing unusual items like iPhones. The quirky concept generated millions of views and skyrocketed sales.

Example: MoonPie, a snack brand, used witty, offbeat humour on X to engage users and gained a massive following despite its niche product.

5. Use the right platforms

SMEs don’t need to be everywhere—focus on platforms where your audience spends most of their time. For example:

Instagram and TikTok are ideal for visually driven campaigns.
X works well for timely and witty messages.
LinkedIn is effective for B2B content.

Tailor your content to each platform’s strengths for maximum impact.

6. Collaborate with influencers

Partnering with influencers can amplify your campaign and lend credibility. Look for micro-influencers (10k-50k followers) who align with your brand values—they often have higher engagement rates and are more affordable for SMEs.

Example: Glossier, a beauty brand, built its empire by partnering with everyday influencers and loyal customers. They encouraged authentic reviews and social posts, creating a ripple effect among beauty enthusiasts.

Example: A small café could collaborate with a local food blogger to showcase their signature dishes, gaining exposure within their community.

7. Make sharing easy

Remove any barriers that might prevent people from sharing your content. Here’s how:

Use eye-catching visuals.
Include clear calls-to-action (e.g., “Tag a friend who needs this!”).
Optimise content for mobile users, as most social sharing happens on phones.
Add share buttons to your website and content.

8. Tap into trends

Jumping on trending topics or cultural moments can significantly boost your visibility. Stay updated with social media trends and news, but ensure your contribution feels authentic and relevant.

Example: Oreo’s famous “You can still dunk in the dark” tweet during the Super Bowl blackout became an instant viral hit by capitalising on a real-time moment.

Example: When the “Running Man Challenge” trend took off, fitness brands jumped in with videos showcasing their products in creative ways. SMEs can similarly adapt viral trends to fit their niche.

9. Test and optimise

Not all content will go viral, and that’s okay. Experiment with different formats, tones, and ideas to see what resonates. Use analytics to track performance and refine your strategy.

Metrics to monitor:

Reach and impressions.
Engagement (likes, shares, comments).
Website traffic and conversions.

10. Inject authenticity

Virality isn’t just about clever marketing; it’s about trust. Audiences are more likely to share content they perceive as genuine. Avoid over-polished content and instead focus on authentic storytelling that reflects your brand’s personality.

Example: Patagonia’s campaigns emphasise sustainability and environmental activism. Their authenticity resonates with their eco-conscious audience, making their content highly shareable.

Final thoughts

While there’s no guaranteed formula for going viral, SMEs can significantly increase their chances by understanding their audience, focusing on creativity, and leveraging digital tools effectively. A well-executed viral campaign can level the playing field, enabling smaller businesses to achieve big results.

Ready to create your next viral sensation? Start with your audience, tell a great story, and watch your message take off.

If you’d like some help creating and managing a social media or viral marketing strategy, or for any other marketing requirements, please get in touch with Starlight Communications today.