Creating viral content is what every advertiser, marketer, and content producer dreams of, but it isn’t always straightforward. There are no set formulas or recipes for success, so it’s important to get the basics right.

Audience: Understanding your audience is the key. The first contact for viral content starts with your native audience, which then acts as a catalyst to reaching far and wide. You can generate massive reach if your content resonates well with your audience and can strike a chord with a larger audience.

Unique and remarkable: The goal is to create content that’s not “one size fits all”. The content must have a unique element that separates it from the sea of sameness.

Theme: While some viral content has no theme or story behind it, a safer approach is to work with a strong theme or message. Ideally, one that evokes emotions. The theme is not restricted to serious content; comical content has a higher chance of going viral.

Relevance: Study the spikes in current events and popular culture and find a trending topic. Relevance and timing are of utmost importance for generating viral content. When something is already trending, it’s easier to ride the wave and reach the masses.

Content optimization: No matter the quality of the content, if the content is not displayed or appropriately presented on multiple screens and social media platforms, it will never reach your desired audience. Tailor and optimize your content based on the devices and platforms to ensure you achieve maximum reach.

The quest to create viral content is worthwhile, but having a systematic approach to creating content that connects, reaches, and engages should not be overlooked. Ten to 20% of all efforts in a monthly production cycle should be experimental, which usually leads to the brand finding its voice.

(Digital Digest/Business Digest is a continuing series provided courtesy of the MPE Caribbean Report, which offers travel and tourism news weekly. It is published by US-based integrated marketing agency Marketplace Excellence, which has an office in Richmond Hill, Ont. www.marketplaceexcellence.com)