Why Some Creatives Know How to Make Content Go Viral (And Others Never Will)

Why Some Creatives Know How to Make Content Go Viral

Main Topics

• The "Getting It" Factor: The fundamental difference between creatives who understand viral mechanics vs. those who don't
• Content Virality as a Formula: The existence of replicable principles for making content spread across social platforms
• Hiring and Talent Evaluation: How brands assess whether new marketing team members possess viral content expertise

Key Points

• Divided Camps: There are essentially two categories of content creators:
• Those who understand the formula for making content go viral
• Those who create interesting ideas or amazing art but lack this understanding

• Beyond Platform-Specific Skills: Knowledge of individual platforms (YouTube, Substack, etc.) isn't the same as understanding how to propel content into viral territory

• Propulsion is Learnable: The ability to make content "move on the internet" isn't purely subjective—it's a systematized, formulaic approach

• Binary Assessment: Whether someone "gets it" functions as a yes-or-no evaluation rather than a spectrum

Notable Quotes

> "Do they get it? Do they understand that if you put these couple things together, it's a formula that you can make content move on the internet?"

> "You understand how to propel something outside of its shell into a more viral world."

Takeaways

• Viral success isn't random—it follows reproducible patterns and formulas
• Creative quality alone isn't sufficient; understanding distribution mechanics is equally critical
• When hiring for modern marketing roles, brands should evaluate whether candidates possess viral intuition alongside creative ability
• The ability to scale content virally is a distinct, learnable skill separate from artistic or platform expertise