by Forbes Agency Council | Expert Panel 

The study of what makes something go viral online has been some of the most diligent research done in the early 21st century. Virality basically guarantees success when it comes to digital advertising and marketing, as it leads to more organic shares, deeper engagement and a wider reach.

Key to creating viral elements in campaigns is the fact that consumers gravitate toward unique, highly creative ads and marketing. Some companies use unexpected elements to go viral; others prefer to stir up controversy to grab attention and move their brand forward, which can carry significant risk.

This article originally appeared on Forbes.com, on March 4, 2021. Read the rest of the article here.