In many ways, putting together a video that attracts not just hundreds or thousands, but millions of views - with all of the associated 'likes', shares and other engagement - is akin to composing a chart-topping pop smash. Quite frankly, if it was as easy as just ticking a series of boxes, everyone would be doing it.
Viral Video Marketing, then, is definitely an art - an art that those who are well-practised tend to be better at than those who aren't. It's not entirely about luck, although...