No matter how big or small your company may be, a viral video can be an incredible contributor to your success. Take the “Worlds Apart” ad that Heineken posted on YouTube recently, for example. In it, three virtual strangers meet, form connections, and then reconcile political differences over a beer.

Even though the video tackles topics many advertisers would normally steer clear of — everything from environmental protection to transgender issues — it has received acclaim for its treatment of tough material, as well as more than 12 million views.

At the core of a viral video, the audience needs to connect with the content enough to pass it on and start the viral cycle.

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