First of all, understand that “viral” is something you earn, not something you create.  Somebody has to feel strongly enough about your post to pass it along.

Next, understand that it’s not the same for every brand.  It’s a heckuva lot easier if you’re a fashion brand than say, a funeral home.  But, come on, is that really a surprise?  The thing is, companies still spend time and money to put what amounts to a TV commercial up on video sharing sites.

Before you post another commercial to YouTube, you should ask, “Are we providing something useful?”  Is it entertaining?  And I’m not talking about whether or not it is tolerable in the mildly amusing interruptive TV commercial way.  It has to be entertaining enough for someone to use it to create a conversation with a friend by passing it along.

Or, you know what, forget videos.  Create a widget that offers some useful functionality while tying into the inherent value your brand offers.  Then give it away.  If it is genuinely useful, you’ll look like a viral genius.