There is some broad consensus as to what makes a piece of content eminently shareable. Emotional arousal is key; recent successful campaigns by Nike, Dove and Turkish Airlines combine sentimental music and affecting personal stories to seduce us into passing on the links.
While SME budgets don’t stretch to those kind of production values, compelling storytelling can be done cheaply; remember that Wren Studios made the most-viewed fashion film of all time for just $1,500 (£960). Being funny is another route to viral success – although it’s not as easy to hit those marks; a much-satirised advert for Ojai Valley Taxidermy was a huge SME success – but again, the reasons for it becoming so widely shared are hard to pin down.