‘Going viral’ is the ultimate goal for any content generator. Thanks to the shareability of social media a small number of online stories go viral every day – this can be a global phenomenon, such as the black/blue dress saga, or locally within geography, such as John Lewis’ annual Christmas advert. ‘Going viral’ for a brand means two things – reaching huge audiences and maximizing brand awareness. Viral content drives new fans to a social media page, and increases the brand’s influence. There is never a sure-fire recipe for creating a piece of viral content but in this interview, expert Felix Beilharz shares some important ingredients that are essential for viral content.