Making an online video, even a truly entertaining one, go viral is easier said than done. This is especially true for brands trying to reap the benefits of earned media with their own commercial content. For every Old Spice Man success, there are a literally hundreds, if not thousands, of videos that end up claiming only modest viewerships, if any worth noting at all.

So what really separates a viral sensation from just another one of the other millions of clips on YouTube that never rise above the fray? Well there’s a little known secret to many of the branded videos that eventually make it to be a chart-topping viral hit. The videos are strategically and methodically seeded by online viral video specialists who, through technical know-how and special editorial relationships across the Web, provide multiplier effects to their clients’ latest video clips online.

One of the leaders in this space is The Feed Company, the unit behind a number of viral hits over the past few years. Josh Warner, the founder and President of Feed Company, came by the Lab recently to share a bit of the magic behind viral video online seeding. Check out the highlights.