Ever wondered what really makes social content go viral? In this episode of the DMI podcast, host Will Francis speaks with Stuart Larkin about viral social campaigns, creativity on social media, and why “going viral” is rarely the right starting point for a brand strategy. Drawing on his background in comedy writing and his work at UNILAD creating reactive, social-first content, Stuart explains how brands can create content that entertains, educates, inspires or invites participation while still staying authentic to who they are.

From the role of humor and trend-jacking to the importance of platform fit and consistent publishing, Stuart breaks down what it takes to build stronger social content over time. He also shares why brands should experiment with repeatable formats and give themselves permission to learn through imperfect content, rather than expecting instant viral success.

For marketers and brand leaders alike, Stuart offers a practical look at how to balance creativity with strategy, build social-first teams, and develop a more audience-led approach to content that can earn attention in today’s fragmented feeds.

Stuart’s top 3 tips:

1. Understand your audience – create content for a specific person, not a vague mass audience
2. Commit to a clear social strategy – build long-term value instead of constantly chasing trends
3. Treat content as an experiment – publish consistently, learn from what performs, and don’t lose your nerve when content doesn’t land straight away

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