Businesses that start with a large audience are more likely to reach viral content fame organically (without paid tactics) because their audience propels their content forward. Businesses that are starting with a smaller audience may want to invest in paid promotion methods to ensure that their content reaches the most people possible to help it spread quickly.

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The ultimate goal of marketers interested in creating successful viral marketing programs is to create viral messages that appeal to individuals with high social networking potential (SNP) and that have a high probability of being presented and spread by these individuals and their competitors in their communications with others in a short period of time.[9]
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Viral marketing or viral advertising is a business strategy that uses existing social networks to promote a product. Its name refers to how consumers spread information about a product with other people in their social networks, much in the same way that a virus spreads from one person to another.[1] It can be delivered by word of mouth or enhanced by the network effects of the Internet and mobile networks.[2]