Be Provocative While you should be selective about the visuals and text you use, you should also be bold. Viral content is never bland or safe. It has a tendency to provoke strong reactions from the viewer. The element of surprise is often an important part of getting noticed in an increasingly crowded virtual landscape. However, sensationalism isn’t always necessary. You don’t want to make the campaign too overblown, as it could lead to the viewer leaving disappointed. Often just a little mystery can be enough. For example, an intriguing thumbnail image or title could be enough to capture people’s imaginations and lure them in.