"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."
Image by aussiegall via Flickr
You can't build your product, communication strategy around viral cause viral isn't something you can plan and decide how it should act. Virality is something that is the result of human interactions which you can't only predict but you can't control either. In stead of focusing on virality, shifting efforts into creating the good products and spreading them / news of them is what matters.
As Noah Brier says "if a tree falls in the forest and there's nobody there to hear ..." . Stuff doesn't become viral per se. It becomes viral cause some people heard about it, tried it, liked it and shared it with others who tried it, liked it and shared it, and so on.