Jen and Brad surely enjoy how viral events often just happen for them - and bolster their start power, increase their value. Someone got that shot of the two of them and shared it. It took off from there. Neither Jennifer Aniston nor Brad Pitt did any work, but enjoyed an enormous amount of attention.
I hope that something viral just happens for your brand. Here's how to make brand impressions happen, in any case: https://blog.ritekit.com/home/why-and-how-to-earn-brand-impressions-like-jennifer-aniston-and-brad-pitt
You probably keep a steady stream of social posts going out. If you aim to avoid what I call "the screaming me-me's," or, sharing nothing but your own content, you probably share blog posts of others, stuff that is right for your brand's target audience. It's how we build a targetted audience in social, while soft-selling to them at the same time.