Viral marketing is often regarded as the holy grail of marketing—exceptionally effective and cost-efficient, but elusive and something of an art. In order for businesses to utilize viral marketing strategies on a more consistent basis, it is helpful to build some structure around them. A recent TEDx presentation provides one useful framework for this purpose:
 Watch the TEDx presentation on viral marketing below.
When considering viral marketing strategies, marketers need to emphasize on the function of the content (i.e. to humor, to self-identify, to connect people, to educate, or to lift spirits) over its form. While visually entertaining content can be helpful towards increasing virality, entertainment alone is unlikely to be a sufficient catalyst.
In addition, marketers should attempt to compound the functions: a content that simultaneously humors, enables audiences to self-identify, and connects them to family members, for example, has a higher success rate of going viral. Not only does this increase reach, compounding functions also makes the content more memorable due to the principles of elevation, insight, pride, and connection.
 Read more about memorability and the principles of elevation, insight, pride, and connection at Wharton.