Crystal DeTemple McNeel

Work with me

How to Create Viral Content Without Losing Your Brand’s Identity

5–7 minutes

read

  1. 5 Reasons Why Content Goes Viral
    1. 1. Emotion is everything
    2. 2. Relatability sells
    3. 3. Trends are the tide—ride them wisely
    4. 4. Simplicity wins
    5. 5. Surprise or shock value can amplify
  2. When Viral Goes Wrong
  3. How to Stay True to Your Brand (Even When the Internet’s Screaming “Jump!”)
    1. Know your voice and values
    2. Be audience-first, always
    3. Sense-check the trend
    4. Avoid performative content
    5. Create a content filter
  4. 6 Tips to Create Positive, On-Brand Viral Content
  5. More Viral Content Examples (The Good, The Bad, and the Cringeworthy)
    1. Good:
    2. Not-So-Good:
  6. Remember: Viral Should Amplify, Not Compromise

Be honest—who hasn’t secretly hoped one of their posts would blow up overnight?

The allure of viral content is real. It skyrockets visibility, boosts engagement, and can put your brand in front of thousands—if not millions—of new eyes. But before you begin chasing algorithms and recording TikTok trends with reckless abandon, pause for a gut check.

Because while going viral feels like winning the internet lottery, not every piece of contagious content is created equal. Some content goes viral because it’s powerful, poignant, and share-worthy. Other content? Well, let’s just say it can leave your brand scrambling to recover from the fallout…indefinitely.

If you’re aiming for reach and reputation, these tips will help you craft viral content that makes waves without sacrificing your voice or values.

5 Reasons Why Content Goes Viral

There’s no secret recipe for virality, but there are patterns—and psychology plays a starring role. In fact, there’s a whole science behind crafting contagious content. “Viral Marketing and How to Craft Contagious Content” offered by the University of Pennsylvania Wharton Online is a game-changer for viral marketing content.

The course, based on Author and Professor Jonah Berger’s best selling book Contagious, Why Things Catch On, delves into the science of why certain ideas and products gain popularity and provides practical and actionable tips to enhance brand visibility.

Professor Berger’s insights into social influence and the psychology behind virality are instrumental in refining content strategies, leading to more impactful and shareable campaigns. Here are a few reasons I learned why content goes viral:

1. Emotion is everything

Whether it’s a good laugh, a tear-jerking moment, or sheer outrage, emotional content spreads like wildfire. People don’t just share data—they share feelings. Feelings, in fact, often fuel the spread of data because people use “evidence” to validate their feelings. 

2. Relatability sells

If your content makes people say, “That’s so me,” or “I thought I was the only one,” you’re onto something. Great storytelling turns everyday experiences into shareable gold.

Image of a young man in a light blue jacket looking at an image on social media on a mobile device with an emotional gaze

Jumping on a viral trend can give your content a lift, but only if it makes sense for your brand. Timing matters, but so does fit. Alignment will make or break your viral content campaign.

4. Simplicity wins

Bite-sized, easy-to-consume content travels fast. Think visual memes, listicles, short-form videos, and attention-grabbing headlines.

5. Surprise or shock value can amplify

Unexpected twists, controversial takes, or clever turns of phrase can all stop the scroll—but use this power thoughtfully.

When Viral Goes Wrong

Not all attention is good attention. Read that again.

Remember Pepsi’s infamous Kendall Jenner ad? It tried to tap into social justice but instead landed like a tone-deaf PR stunt. It went viral, yes—but for all the wrong reasons.

Viral content without intention or alignment can dilute your message, confuse your audience, or even earn backlash. And trust is a lot harder to rebuild than it is to blow up accidentally.

On the flip side, think about the ALS Ice Bucket Challenge. It was fun, visual, and emotionally compelling—and it raised $115 million for ALS research. That’s the kind of virality that fuels long-term impact.

How to Stay True to Your Brand (Even When the Internet’s Screaming “Jump!”)

Here’s where the rubber meets the road: you can chase visibility without sacrificing your values. 

Know your voice and values

Before you jump on a trend, ask yourself: Does this sound like us? If your brand is calm and educational, suddenly using Gen Z slang or dance challenges might feel forced.

Be audience-first, always

Your content should serve your community—not the algorithm. Focus on what matters to your audience, not just what’s trending.

Image of a people serving food at a social event or fundraising event for a charitable cause

Sense-check the trend

It’s tempting to hop on every bandwagon, but not all viral opportunities are worth it. Ask: Does this trend align with our mission and values or does it feel like a stretch?

Avoid performative content

Audiences can smell inauthenticity a mile away. If you’re supporting a cause, back it up with action—not just hashtags.

Create a content filter

Build a framework (even a simple checklist) for evaluating whether a trend fits your brand tone, audience, and values before you commit.

6 Tips to Create Positive, On-Brand Viral Content

Ready to put contagious content into practice? Here are a few smart ways to go viral and stay rooted:

  1. Use authentic humor that aligns with your brand “personality.” Think witty, not wacky (unless wacky is your brand).
  2. Involve your audience. User-generated content, polls, and challenges boost engagement and build trust.
  3. Put your brand’s spin on trends. Don’t just copy—remix. Add your brand voice or message in a way that feels natural.
  4. Tell real stories. Highlight customer wins, team culture, or mission-driven milestones.
  5. Design for engagement. Hooky headlines, dynamic visuals, and strategic captions increase shareability.
  6. Package it with purpose. Just because it’s short-form doesn’t mean it shouldn’t be strategic.

More Viral Content Examples (The Good, The Bad, and the Cringeworthy)

Good:

✅ Duolingo on TikTok – Their quirky owl mascot leans into chaotic humor perfectly suited to Gen Z’s taste, all while reinforcing the brand’s mission to make language learning fun…even when Duo is roasting you.

✅ Dove’s Real Beauty Campaign – Authentic storytelling meets body positivity in a way that’s both empowering and on-brand. No matter who you are, you can’t help feel beautiful with Dove.

Not-So-Good:

🛑 Branded TikTok dances from stiff B2B brands – There’s a difference between being playful and being painfully off-key. Unless your brand is attempting to loosen up and shift toward more fun and flexible, your target audience is likely cringing. 

🛑 Hashtag hijacking during tragedies – Some brands have tried to gain visibility by inserting themselves into serious conversations with no real stake or contribution. It’s not just tone-deaf—it’s reputationally risky.

Remember: Viral Should Amplify, Not Compromise

Viral success doesn’t have to mean selling out your identity or scrambling to follow every trend. The most powerful content comes from brands that know who they are and serve their audience with purpose—whether it reaches 100 people or a million.

Let your values guide your creativity, and you’ll build content that connects, resonates, and lasts—with or without virality.

*I am not sponsored by or affiliated with Coursera or the University of Pennsylvania Wharton Online.