How do stories go viral?

Recently, AdAge looked into how content was really shared by users and how it goes viral. What they found was that it's users sharing links with their social networks that really drive traffic. With their research, they found that for every Facebook share, there were nine clicks to the story.

They also found that different types of content lead to different clicking behaviors. The longer a video is when posted, the more likely it is to be shared. From their research, AdAge believes that content truly goes viral when lots of people share the same link with their networks, not one or two people with huge networks sharing. What AdAge focuses on is that it's the content that drives people to share. With longer video, the more inspiring and engaging the content is. Content driven articles that create and stimulate conversation are what gets shared and go viral.

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What do you think are the keys to going viral?