A Marketing Pro Explains How Brands Can “Go Viral” In 2025

In the ever-evolving landscape of digital marketing, the quest for “going viral” remains a top priority for brands seeking to channel their reach and impact.

But what does it truly mean to "go viral" in 2025, and how can brands realistically achieve this level of online fame?

Kevin P. Giang Barrera, a marketing researcher and instructor at Georgia State University's J. Mack Robinson College of Business, sheds light on the strategies and considerations necessary for brands to navigate the complexities of viral marketing.

Barrera's expertise is rooted in a diverse academic background, including a Ph.D. in Business Administration, an M.S. in Marketing from GSU, an MBA from Fundação Getúlio Vargas (FGV, Brazil), and a B.S. in Mechanical Engineering from Universidad Nacional Experimental del Táchira (UNET, Venezuela). This unique combination of technical knowledge and business acumen provides him with a comprehensive perspective on the intersection of technology and marketing.

Throughout his career, Barrera has transitioned himself from technical roles to strategic responsibilities, culminating in his current focus on marketing research and thought leadership. His work explores how emerging technologies, particularly the metaverse, can enhance a firm's dynamic capabilities.

His expertise and research have garnered significant attention, with his dissertation-based study on the metaverse's implications for marketing, published in the Journal of Business Research, receiving over 600 citations since 2023, signaling Barrera’s work as highly influential. If anyone knows about marketing, it’s Barrera.

The Allure of Virality: Why Brands Want to Go Viral

"It feels like every brand wants to go viral in 2025,” he said. “It feels like winning the lottery." Thousands of views, new followers and comments, and most of all, new business leads.

In today's social media-driven world, the allure of virality is undeniable. When a brand's content spreads rapidly and organically, it reaches a vast audience far beyond the traditional target market.

“When a brand ‘goes viral,’ its content spreads like wildfire, reaching far beyond its intended target audience,” he said. “But why does that matter? Because rapid, organic exposure means skyrocketing awareness, engagement, and potentially sales – all without the heavy ad spend.”

This augmented exposure translates into increased awareness, engagement, and potential sales, all without the excessive costs associated with traditional advertising campaigns. "In simple words, when brands go viral in a positive way, they win unprecedented free momentum," Barrera explains.

The Perils of Virality: Sustaining Momentum Beyond the Peak

However, the trek for virality is not without its tribulations. Barrera warns that even if a brand manages to achieve viral status, sustaining business after that summit moment can be cumbersome. "Assuming virality eventually leads to increased customer requests, the increase in demand may hit like a tidal wave," he says.

In other words, it can be overwhelming. For small and mid-sized businesses, this sudden spike of demand can pressurize operational capabilities, leading to long queues, overwhelmed staff, and extended wait times. A positive experience can quickly devolve into a public relations nightmare if not managed effectively.

Moreover, virality raises consumer expectations. Engaged audiences will expect subsequent content to be as captivating as the original viral piece. Failure to meet these conjectures can result in audience enfeebling. "Chasing virality without a clear marketing plan isn’t just risky, it becomes unsustainable," Barrera emphasizes. So brands need to be prepared.

Cracking the Code: Marketing Tips for Going Viral

So, what are some concrete steps brands can take to increase their chances of going viral? Barrera offers a few key marketing tips:

Content is King: Catchy, fascinating, and attention-grabbing content is key. It must ignite user engagement and encourage sharing. “It also needs to be trendy and impossible to ignore,” said Barrera.

Social Media Listening: Constant monitoring of conversations and trends beyond brand-owned platforms is vital for understanding what truly connects with the target audience.

Visual Appeal: Short videos and eye-appealing images are highly effective in capturing consumer attention. Keep it snappy.

Strategic Timing: Posting content at superlative times can significantly increase its visibility and reach.

Resonant Tone: The tone of the content, whether emotional, humorous, or bold, must resonate with the brand's identity and target audience.

Collaborate with Influencers: Partnering with top influencers and popular content creators can provide the extra boost needed for content to go viral. “If users feel compelled to engage, they are more than willing to recreate their own spin and share it within their networks,” he said.

Listening to your audience is a major key. “Businesses can be on top of their game through social media listening,” said Barrera. “Constant monitoring of general conversations and trends beyond the brand-owned platforms can tap into what truly connects with your target audience, turning insights into content that resonates.”

There is no magic formula to go viral. "The social online space is very dynamic, and trends may come and go in a flash," he said.

The Power of Storytelling and Authenticity

In an era of heightened skepticism, storytelling and authenticity have become highly essential in brand marketing. "We are living in a world in which we do not trust anything anymore," Barrera explains. Years of broken promises and unfulfilled expectations have made consumers cautious. Transparency is no longer optional; it's inevitable.

"A well-crafted, authentic narrative doesn’t just sell a product, it builds trust, creates authentic interrelations, and fosters brand loyalty," Barrera says. By sharing genuine stories that resonatewith their audience, brands can build meaningful relationships and diversify themselves in a crowded marketplace.

“But also, what’s the catch?” he asks. There’s always skepticism about online scams. We can see this in many different contexts, from greenwashing to empty brand activism. In fact, brands have given consumers plenty of reasons to be doubtful. ”This is where storytelling becomes a major game-changer,” said Barrera. “A well-crafted, authentic narrative doesn’t just sell a product, it builds trust, creates authentic connections, and fosters brand loyalty.”

A Viral Success Story: Dove's "Real Beauty Sketches"

One notable example of a brand that successfully went viral (every marketer’s dream), Barrera points to Dove's "Real Beauty Sketches" ad campaign from 2024. The campaign remains a remarkable example of virality achieved with true purpose; as Dove asked women to describe themselves to FBI-trained forensic artist Gil Zamora, from behind a curtain, who drew a portrait of each woman based on their description. The artist sketched women twice – once based on their self-descriptions and again based on descriptions from a random stranger. It revealed a stark contrast, demonstrating that women often perceive themselves more critically than others do, and inspired millions of women around the world who don’t see their own beauty to have a refreshed view of themselves.

"The Dove ad is regarded as one of the most viral ads ever; it wasn’t just a mere ad, it was a social experiment that emotionally struck everybody," Barrera explains.

The ad's emotional conveyance on self-perceptions of beauty reflected deeply on audiences, garnering over 110 million views within a month of its release. "That’s what I call ‘virality with purpose’," Barrera concludes.

In 2025, as brands traverse the complexities of the digital landscape, the concepts of compelling content, strategic execution, and authentic storytelling will remain pivotal for achieving viral success. While there's no such guaranteed formula, focusing on creating meaningful connections with audiences and delivering genuine value is the core for any brand seeking to make a long-lasting impact.