Everyone knows what makes a great viral, right? Short, snappy and so funny it will make you wee your pants a bit. Oh and a cute kitten can only add to this proven formula.
Think again. As Wood explains: "We all know the internet is made of cats, but cats don't generate video shares." And maybe we don't need to be rip-roaringly funny all of the time.
Wood reveals all below.
Video produced by Brand Republic producers Georgina Brazier and Helen Hoddinott.
Sarah Wood is part of our new panel of experts on industry convergence. Find out more on our convergence channel.