ive been "promoting" things on the internet for 15 years now! here's my top tips

• show yourself having fun
• many consistent repeated small launches is better than one big launch
• someone needs to see something like nine times before it sticks
• reward people for following along with everything. you can never go too far with in-jokes
• let people feel part of something.
• never show off. never try to be cool
• be like a monster in a horror film - never show the whole thing. make it seem like there's more to discover by clicking through
• create drama and arguments by being fearless and stupid
• make it clear you dont need anyone - you're having fun on your own. its more infectious that way
• show how you feel. feelings are more powerful than information
• its a lot like rolling the dice. to go viral once, roll a thousand dice