Having a video spread like wildfire across the internet is every filmers dream. At Newsflare, we’ve spent years analysing what makes a clip go viral, and we’ve used Jonah Berger’s “STEPPS” framework and feedback from some of the world’s top publishers to help answer this question.

The Science of Going Viral

American marketing professor Jonah Berger used six principles to explain “why things catch on” They are Social currency, Triggers, Emotion, Public, Practical value, and Stories.

Let’s break them down:

Social Currency – People share content that makes them feel “in the know” or look smart and interesting.
Triggers – Content connected to everyday cues stays top of mind. Think of trends like the Jet2 holiday sound that dominated TikTok.
Emotion – Strong feelings like awe, amusement, or anger drive people to hit “share.”
Public – Visible, shareable content encourages imitation and participation.
Practical Value – Useful information, like life hacks or how-tos, travels fast because it helps people.
Stories – Messages wrapped in compelling narratives are easier to remember and retell.

Case Studies - Virality In Action

To help explain these fundamentals, we selected a few videos that proved popular with our clients.

This 10-second clip, where the filmer, Cheyenne, doesn’t even speak, has racked up more than 221 million views on Instagram alone. Whilst being a fairly simple life hack, the video still holds practical value that has been essential in making the clip viral. Parents and adults watching the video will be nodding along, thinking, “so that’s how it’s done,” as they look forward to using the trick.

Sometimes a video can trigger a strong emotional response from the viewer; in this case the footage of passengers arriving late to a departing cruise may prompt a frustrated response from the watcher. Whilst racking up more than 30 million views, the post has also gained thousands of comments with people asking what happens if passengers are left behind and many criticising the tardy travellers. We’ve also received feedback from various top publishers that videos that trigger an emotional response and divide opinion are winners when it comes to engagement.

Another way to increase the chances of a video going viral is by simply jumping on a current trend. For example, one of the biggest social media crazes this year has been the “Jet2 holiday” sound that took over TikTok for months. This clip joined the trend of people putting the viral sound over their hilarious holiday fails, earning it almost 9 million views, capitalising on huge amounts of internet traffic being directed towards the fad.

Feedback From Customers

Whilst Berger’s work is important, it is also vital that we listen to the feedback from our clients, who are some of the internet’s most successful publishers. One point that keeps being mentioned is for the video to have an element of dynamism; for a clip to have a “watch till the end moment that stops users from scrolling.

The Viral Formula (Almost)

Ultimately, there’s no single magic formula for creating a viral video, but understanding what drives people to watch, share, and engage gives publishers a powerful advantage.

At Newsflare we’ve seen time and again that clips which tap into one or more of Berger’s STEPPS stand the best chance of cutting through the noise.

So next time you’re filming, ask yourself:

Does this video evoke emotion or offer practical value?
Is there a relatable cue or trend I can link to?
Does it tell a story?

Combine that with a dynamic “watch till the end” moment, and you’ve got the makings of content that doesn’t just capture attention, but keeps it.

Final Thoughts

Going viral isn’t luck. By combining psychological insight with real-time audience feedback, filmers can unlock what we call the DNA of virality, videos designed to resonate, spark emotion, and get shared around the world.

At Newsflare, we’re proud to help publishers and creators tell the stories that make the internet watch, talk, and share.

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