Jonah Peretti, delivered a keynote in 2013 at SXSW revealing the elements proven to be viral.

He explains that there are two kinds of content out there;

Google is a private platform. People google stuff where they just need the information, or they want to do some private research. Stuff like "when is Ariana Grande touring in my city?".

It's not emotive – but practical information.

Social is not built to be informative – it's what we use to connect with friends, family and like-minded strangers on the internet.

Information is not a useful approach to content when the aim is to create a connection. Emotive content like "lol, that that cat is hilariously dumb" works much better.

Practical Information is for Google

It means you should post practical information somewhere that can easily be Googled. For example – information about your tour on a landing page.

Top link, arianagrande.com, where this practical information is laid out clearly, while also being on brand.

Top marks Ariana Grande. You're so good at the internet.

A lot of people seem to think social media is about some trick, and tricking your audience into liking you or about outsmarting your audience.

It's much easier to share something genuine, that your audience will enjoy seeing. Something that will make them smile and will brighten up their day in some way.

What we share is an extension of ourselves. We don't share what we kinda sorta like. We share what we're really passionate about.

When we take on something that is really important to us, and we talk about it – the passion is infectious even to people who don't really care that much. That's how it spreads beyond the initial niche.

Capturing the moment is about timely content. Not just accurately reflecting what's going on in your own life, – but also, what is everyone talking about?

Over the recent change of US Presidents – Grande waved the Obama's off.

Cute animals reflect our empathy, which Peretti argues is the emotion that makes us human.

Humour is inherently social. When we laugh it connects us to people.
Nostalgia has a similar effect of connectivity.

Human rights are also social. We share, because injustice makes us angry. But also because showing we care, makes us look good.

Ariana Grande is not afraid to speak out when she's being discriminated against, or for any minorities she finds are being met with injustice – and as mentioned, she's particularly concerned with speaking out against gender and/or gender identity related mistreatment.

So in summary – thinking about where the content is accessed matters.

Something that goes on a website (or a well indexed landing page) is more likely to be found on Google, so it should be related to what people search for ("when is X performing in my city").