Do:

1. Realise that not every piece of media will be viral
2. Remember that in viral, pass-on rate is more important than simple number of views
3. Remember that there are certain levers that make something viral: Controllability, beauty, mystery, shock, functionality, the wow (how did they do that) factor, and extreme truth
4. Be honest about your work. If something is not going to be viral, it’s really not going to be viral
5. Be honest about your brand guidelines before launching into a viral project

Don’t:

1. Forget to give the user the easiest possible way to send your video on
2. Think that a single viral piece can reach your entire user base. And even if it does…
3. Forget that for someone to own something emotionally, it must be personal. This means not everyone will get it
4. Try to make everything you do viral. Some things work better as paid media, some things just don’t have that “pass-it-on” factor
5. Underestimate the intelligence of the audience