If you’re here for some golden nuggets on building viral products, then you’re in for a treat. Almost everything I’m about to share with you relates to a certain book: Contagious: Why Things Catch On by Jonah Berger. So, it means one of two things: either the book is so good that you need to read it ASAP if you haven’t already, or this article is so spot-on that you must share it with everyone you know! (Hint: both are true, but let’s be real, you’re going to share this article, right? 😉)
Now, on to the meat of it. Building viral products isn’t some magical secret that only Silicon Valley elites know. It’s a combination of two fundamental things: the product itself and the brand behind it.
1. The Brand: Bigger = Greater Virality Potential
Let’s get one thing straight: if your brand is already big, your chances of going viral are much higher. Big brands have an audience, recognition, and a certain level of trust that automatically amplifies the virality of their products. Take a look at companies like Apple—when they drop something new, it doesn’t just go viral, it explodes.
But does that mean small brands can’t go viral? Absolutely not. Small brands can definitely achieve virality, but the key here is to focus on the second factor…
2. Remarkable Product: The Heart of Virality
If your brand isn’t massive yet, your best bet is to focus on building a remarkable product. By remarkable, I mean something truly unusual—worthy of note, comment, or even disbelief. A product that’s different from the norm in terms of look, feel, experience, or perception. It’s simple brain science: the human brain is wired to notice and focus on anything that breaks the expected pattern.
Let me give you a few viral product case studies that will make this point crystal clear:
– Cybertruck (Tesla): Love it or hate it, there’s no denying that the Tesla Cybertruck is one of the most remarkable vehicles ever designed. Its angular, almost sci-fi appearance was so abnormal that people couldn’t help but talk about it. Memes, tweets, videos—it was everywhere. The result? Tesla didn’t even have to spend much on traditional advertising. The product’s unusual look created a wave of buzz that drove it viral.
– Crocs: These shoes are the epitome of “ugly but functional,” and that’s exactly what makes them remarkable. People wear Crocs and suddenly find themselves in conversations about how strange or goofy they look—yet, they’re incredibly comfortable. Crocs has built an entire brand around being different, and it paid off with viral status.
– TikTok: While other social media platforms followed a familiar format, TikTok introduced short-form, highly shareable video content in a way that was quick and addictively engaging. The unusual format and algorithm that rewarded early creators with massive views quickly made TikTok a viral sensation. It was remarkable in its execution, different from the YouTubes and Facebooks of the world.
So, if you want to build a viral product, here’s your easy formula: make it unusual. Break the mould, stand out, and let the human brain do the rest of the work for you.
3. But if It’s That Simple, Why Don’t More Companies Do It?
Great question! If being remarkable is the secret sauce, why aren’t more companies making viral products?
Well, it’s about priorities. You don’t need to go viral to make money. Many companies prefer to focus on steady, incremental growth, and going viral often requires significant investment in time, creativity, and risk-taking.
Another reason? Bad virality. It’s easier to go viral for the wrong reasons than for the right ones. And that can be a PR nightmare. Take the Humane AI Pin as an example—it went viral for all the wrong reasons, with many consumers and critics questioning its utility and design. And while there’s a popular saying that “all press is good press,” that only holds true if you’re a massive company like Apple or Facebook, who have weathered their share of bad press without breaking a sweat.
If you’re a smaller or growing company, bad virality can sink your ship. Just ask the YouTuber MKBHD—he’s sent at least two brands into bankruptcy with bad reviews that went viral. Ouch.
4. Final Thoughts:
In the end, building viral products comes down to one essential truth—dare to be different, but tread carefully. While making something truly remarkable can skyrocket you into viral fame, you also need to be ready for the consequences, both good and bad.
Got value from this? You know what to do—*share* this article! And, if you’re up for it, check out Contagious: Why Things Catch On for even more juicy insights on why things go viral.
Let’s chat in the comments: what’s the most remarkable product you’ve seen go viral, and why do you think it caught on?