How to scare a social media manager

Great client relationships are built on clear communication. We all know this. We also know the saying, ‘there are no silly questions.’

So why does an email from a client reading, ‘Can we make a viral video?’ fill most social media managers with a sense of dread?

While it’s a fair question—the client is concisely asking for something they want—this particular phrase has become a classic example of a brief that can frighten an agency. It raises the prospect of being asked to create something remarkable out of thin air, with little more instruction than ‘make it go viral’.

Viral is not a dirty word

The key to overcoming this initial reaction is to remember that the job of an agency is to translate a client's request into a strategic objective.

The real question isn't about creating a viral video, but understanding what the client hopes to achieve with one. Viral videos are often defined by their seemingly accidental, low-production feel, with success driven by organic social sharing rather than a large paid media budget. They become a talking point, often spawning parodies and memes that extend their reach.

The first step is to understand why your client is asking. Which business goal will a viral video help achieve? And what does ‘viral’ actually mean to them?

This conversation is crucial. Instead of panic, you need to have an honest discussion to clarify the direction of the project. Asking ‘why?’ is the key to setting clear goals and managing expectations from the outset.

Planning for success

Virality is what many brands want—or at least, what they think they want. The idea of a low-budget concept becoming a global sensation in 24 hours is incredibly appealing.

However, the real work often begins after something goes viral. Capturing an audience is one thing; keeping their attention is another challenge entirely.

What is your strategy if the campaign is wildly successful? Are you prepared to analyse the learnings if it isn’t? Do you have the resources in place to capitalise on the momentum? These are the questions that need to be answered before you begin.

An opportunity for creative bravery

A request for a viral video shouldn't be feared. It's an opportunity to clarify and refine goals that might be missing from the current marketing strategy. Perhaps your client has seen something exciting and wants to do something similarly creative—that’s a great starting point. It might mean they feel the brand isn’t reaching the right audience, or that the current marketing feels stale.

This is the point for a frank conversation. Chasing virality for its own sake is rarely a good strategy, and it's your job to guide the client toward a more tangible goal. A discussion about creative risk, budget, and what success actually looks like is essential. This isn't about shutting down an idea; it's about grounding it in reality.

Once you have clarified the underlying objective, the project should run like any other campaign, with clear concepts, deliverables, timelines, budgets, and KPIs.

Your client’s simple request could be an opportunity to take the brand in a more creative, spontaneous, or daring direction. It’s a chance to embrace the challenge and create something truly memorable.