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Viral marketing is a specialized system of product or brand promotion that depends on a high pass-it-on rate between people who use social media on the Internet. The overall growth in popularity of a video that goes viral, for example, depends on the number of people who are willing or feel compelled to forward the information along to their friends.  From the perspective of the consumer — that is, the person who sees and spreads the viral video — is it often a matter of wishing to be known as the one who found it first.  The popularity grows quickly, producing a snowball effect when all goes well and the viral media experiences a high pass on rate.  If not enough people decide to pass it along, however, the media can fizzle out just as quickly.  This kind of obscurity usually marks the end of an attempted viral campaign.

Many start ups design media campaigns every year hoping to capitalize on the viral nature of sharing on the Internet, in order to solidify a brand presence.   Here is an infographic that breaks down how viral marketing works, and what makes it such a sought after prize by companies the world over.  This attempts to explain what makes that elusive viral video so unique.