How To Create Irresistibly Shareable Content

Boom! Viral moments.

They explode into our feeds, capturing attention and sparking conversations. Sometimes, they even change the course of a brand overnight.

Remember the simple blue/black dress (or was it white/gold?) that ignited a global debate about color? Or the lawyer who accidentally appeared as a cat during a Zoom court hearing? Those unexpected moments captured the world’s attention, proving that virality can strike any time.

Brands certainly enjoy this phenomenon. Viral moments are the ultimate jackpot in the marketing world. They can quickly expose your brand and message to millions.

I’ve lost count of how many times I’ve watched a viral video and thought, ‘How did they come up with that?’ It’s fascinating how some content just seems to awaken global consciousness.

But what makes content go viral? Viral moments tear us from our daily lives because they tap into our emotions, curiosity, and sense of connection. We can’t help but share viral moments because they make us feel something—joy, surprise, outrage, or a deep sense of “me too.”

Some viral hits are happy accidents, but others are carefully planned. With the right tactics and strategies, you can create conditions that make virality possible—or at least stack the odds in your favor.

In this article, you’ll learn what it takes to create those jaw-dropping, attention-grabbing moments that content creators and marketers yearn to bottle.

The STEPPS model: What makes content go viral

In all my years of studying viral content, I’ve noticed patterns in what gets shared. That’s why I was excited when I came across Jonah Berger’s STEPPS model—it put what I’d been observing into words. We’ll use that model to explore how to craft content with viral potential.

The STEPPS framework outlines six key elements that drive virality and word-of-mouth marketing.

1. Social currency: Content that makes people look good or feel special when they share it.
2. Triggers: Environmental cues that prompt people to think about your product or idea.
3. Emotion: Content that evokes high-arousal feelings, whether positive or negative.
4. Public: Visibility and the ease with which others can see and imitate the behavior.
5. Practical value: Information or ideas that help people improve their lives in some way.
6. Stories: Narratives people want to tell, carrying your message along for the ride.

Together, these elements make content memorable, shareable, and capable of spreading like wildfire. The model illustrates why certain ideas catch on and provides insight into creating content that resonates deeply and inspires interaction and sharing.

Now, let’s explore each component, guided by experts who’ve experienced viral success firsthand.

Mara Martin: From runway sensation to PR superstar

Mara Martin, a swimsuit model turned PR mogul, rocketed to fame after breastfeeding her daughter during a Sports Illustrated swimsuit runway show. I interviewed Martin about the unexpected moment that transformed her career, leading her to found VYRAL Public Relations.

“I didn’t plan to go viral, but once it happened, I knew I had to harness that attention and direct it strategically,” she says.

Now, Martin helps brands create and manage their own viral moments, and her experiences offer valuable insights into the anatomy of viral content. Let’s break it down using the STEPPS model.

S – Social Currency

Social currency revolves around how you want others to perceive you when you share content. Martin’s runway moment instantly became social currency because it challenged norms and sparked conversations about motherhood and work-life balance.

“When I walked that runway with my baby in my arms, I had no idea it would resonate with so many people,” she says. “But it became something people wanted to talk about, to share their opinions on. It made them feel part of an important conversation.”

For brands wanting to create social currency, Martin advises considering the audience’s values and interests. “What conversations do they want to be part of? Create content that allows people to showcase their values or knowledge when they share it,” she says.

I’m a social currency collector; I like to share content that shapes how people perceive me. Like anyone else, I want to look good and appear in the know on my social channels. That desire is a powerful motivator—and smart brands tap into it.

T – Triggers

Triggers are environmental reminders that prompt people to think about your product or idea. While Martin’s initial moment was unplanned, she quickly recognized the importance of establishing triggers.

“After going viral, I actively participated in conversations about working mothers, body positivity, and women in business, using those opportunities as triggers to keep my story and the broader dialogue alive,” she says.

To create effective triggers, align your brand with relevant themes or current events. Ivan Bakurov, a multi-industry entrepreneur who helps clients go viral using giveaways, uses cues in his videos and social posts that act as triggers. “I strategically place visual cues throughout my videos to guide viewers towards the desired action at the end,” he says. “These cues act as triggers, reminding the audience to engage with the content by following accounts, sharing videos, or leaving comments.”

E – Emotion

Emotion is a key element of viral content. Martin’s moment struck an emotional chord, evoking surprise, empowerment, and admiration.

“People don’t share content that doesn’t make them feel something,” she says. “Whether it’s joy, anger, or inspiration, your content needs to evoke strong emotions to be shareable.”

For brands, this means moving beyond product features to stories that connect on a human level. “Don’t be afraid to be vulnerable or to take a stand,” Martin says. “Those are the moments that truly resonate.”

Marketing expert Vance Fundora, co-founder of FIV Media, a PR and marketing company specializing in strategic launches and viral campaigns for personal brands and Web3 projects, agrees. “People share what hits them hardest—whether it makes them laugh, cry, or rage,” he says. “Shareable content taps into raw human emotion.”

P – Public

The public aspect refers to the visibility of your content or idea. Martin’s moment was inherently public—a fashion show broadcast to millions.

“Visibility is key,” Martin says. “Create content that’s accessible and shareable. Use hashtags, encourage user-generated content, and make your message something people want to be associated with publicly.”

P – Practical Value

Content with practical value helps people in their daily lives. Although Martin’s initial moment didn’t offer practical advice, she quickly shifted her focus to provide value to her expanded audience.

“I began sharing my experiences as a working mother, offering insights on balancing career and family,” she says. “This practical content kept people engaged long after the initial viral moment had passed.”

For brands, Martin suggests thinking about content usefulness. “Always ask yourself, ‘How does this content help my audience?’ Provide tips, solve problems, or offer unique insights. Make your content indispensable,” she says.

As a content creator, I’ve found that my most shared posts often offer tangible advice or practical steps. People love content they can immediately apply to their lives.

S – Stories

Finally, compelling narratives often fuel viral content. Martin’s runway walk was just the beginning of her story.

“People shared more than just images; they shared narratives,” she says. “They shared about a working mother defying norms, fashion embracing reality, and a woman’s right to feed her child. Those diverse narratives made the moment spread.”

Martin encourages brands to adopt a broader perspective and think beyond single moments. “Craft a larger narrative around your product or service,” she says. “What’s the journey? What’s the transformation? Remember: People share stories, not features.”

The following table summarizes Martin’s viral moment according to the elements of the STEPPS model.

Martin’s journey from an unexpected runway moment to viral fame showcases the explanatory, and perhaps even predictive, power of the STEPPS model in understanding viral success. Her story hit all the right notes. It offered social currency, evoked emotions, thrived in the public eye, gave practical value to working mothers, and wove a compelling narrative about the balance between motherhood and career. By tapping into those elements, Martin capitalized on her viral moment and built a thriving business around helping others do the same.

Other viral success stories

Martin’s story underscores the potential of unplanned virality. But what about brands that engineer viral moments? Let’s analyze three campaigns that captivated the world and map them to Berger’s STEPPS framework. As you’ll see, virality isn’t just about luck—it’s a product of strategy.

The ALS Ice Bucket challenge

During the summer of 2014, videos of people dousing themselves with ice water flooded feeds worldwide. What started as a modest fundraising initiative for ALS research became a global phenomenon, raising over $220 million for the cause.

The campaign’s success lay in its perfect storm of STEPPS elements: It offered social currency by allowing participants to showcase their altruism, used clear triggers through nominations, and evoked fun and empathy. The campaign was inherently public, provided practical value by raising awareness and funds, and told compelling stories of those affected by ALS.

Old Spice’s “The Man Your Man Could Smell Like” campaign

When Old Spice launched its “The Man Your Man Could Smell Like” campaign in 2010, the brand reinvented its image virtually overnight. The campaign, featuring former NFL player Isaiah Mustafa, combined humor, absurdity, and sex appeal to create a viral sensation.

Its success stemmed from creating social currency through shareable humor, using memorable triggers (“Look at your man, now back to me”), evoking amusement and surprise, being highly public on TV and social media, and crafting a character and world that people couldn’t stop talking about.

Dove’s Real Beauty Sketches campaign

Dove’s 2013 “Real Beauty Sketches” campaign hit home for women worldwide. It exposed the raw truth that there’s often a chasm between how we see ourselves and how others perceive us.

As the viral video took flight, women everywhere felt a jolt of recognition. I was one of them. I remember watching, stunned, as strangers described women more beautifully than they described themselves. It was a wake-up call for me—and the world. The campaign prompted women to question their self-criticism and embrace a kinder, gentler self-image. Dove sparked a moment of self-acceptance that touched the hearts of women worldwide.

What’s next? Putting it all together

After analyzing countless viral campaigns, I’ve realized there’s no guaranteed formula for virality. But there are ways to increase your chances. “You can’t always predict what will go viral,” Martin says. “But you can stack the deck in your favor by incorporating key elements into your content strategy.”

Here’s Martin’s advice for brands looking to create their own viral moments.

1. Understand your audience. What do they care about? What emotions drive them?
2. Be authentic. Stay true to your brand values. Forced virality often backfires.
3. Create content that’s easy to share and touches multiple senses.
4. Be ready to act fast when a moment gains traction. Have a response plan ready.
5. Think beyond the moment. How can you turn a viral hit into long-term engagement?

This last point is crucial. Viral moments are fleeting, but their effect doesn’t have to be. Vance Fundora says to hold on to authenticity to maximize your moments. “Refuse to trade integrity for clicks,” he says. “If you chase virality at the cost of your values, audiences will see through it. Stick to what your brand stands for. Anything else is trying too hard.”

Building on the idea of authenticity, Ivan Bakurov suggests a strategy of genuine engagement. “When you promote your product or brand, be genuine and generous,” he says. “Make people happy. Give away your product. People will follow you, promote you, and stay with you.”

Isn’t that what we want? We want our viral moments to be just the beginning. The real magic will happen when you turn that spotlight into lasting connections. Following the STEPPS model can help you do that; it’s like a lightning rod for your brand.

Who knows? Maybe your next piece of content will be the one to capture the world’s attention—and take your brand to new heights.