Viral-ness cannot be bought into or out of any more than gravity can. Like gravity, viral-ness is not strictly in your control. Unlike gravity, viral-ness is not a law of nature, but more a tendency.
You can't pay a fee and know your video will draw millions of viewers in the way you can buy a plane ticket and fly. You can buy your way to tipping the odds in your favor, to weighting the dice, if you will, encouraging it to catch on and lead people to spread your content.
Content is viral if upon viewing it, the viewer encourages other people to view it (to become viewers), who then encourage others to view it and so on. What happens when the user presses play is still the most important part the viral equation, but best practices can help get users to press play and then tell others about it after they've watched.
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