Engagement: “If virality was easy, there would be no advertising industry.”

Noah quotes Josh Kopelman: "Virality is something that has to be engineered from the
beginning … and it's harder to create virality than it is to create a
good product.
That's why we often see good products with poor virality,
and poor products with good virality.
The reason that over $150 Billion
is spent on US advertising each year is because virality is so hard. If
virality was easy, there would be no advertising industry."

Virality needs irreverence, needs courage and boldness. And virality needs a backbone (or: balls!) to cope with the possible consequences, if you slighty overact.

Even virality needs a vision to become sustainably successful and to deliver a long-time effect.
Have a look at 'the fun theory'. They have a vision: "dedicated to the thought that something as simple as fun is the easiest way to change people’s behaviour for the better”. Their viral "piano stairs" now hit 8.8 million views on YouTube (more about the fun theory in my post for "werbeblogger" (German), where I also question the success of the other fun theory virals).

The proof of the pudding is in the eating.