Why ‘Going Viral’ Isn’t a Strategy (and What to Focus on Instead)
We've all seen it happen. A business blows up overnight. A Reel hits a million views. Everyone is talking about this new TikTok video. Suddenly, the DMs, sales, and followers are rolling in. It's tempting to look at these situations and think, "that's what I need." A viral moment. One good post to change everything.
But here's the truth: going viral isn't a strategy. It's a moment. And most businesses don't need a moment, they need momentum.
The Problem with Chasing Virality
To be clear, virality isn't a bad thing. If it happens, amazing.
But building a brand on the hope that something "takes off" isn't sustainable, and it's not where your focus should be.
Why?
Because going viral:
Isn't predictable
Doesn't guarantee conversions
Often brings an audience that doesn't align with your ideal client
Can lead to burnout trying to recreate that moment over and over again
Business owners, brands, and creatives can feel defeated when a post "flops" or fails to gain the traction they hoped for. But here's the reality: your success shouldn't be measured in likes or views, but rather in connection, clarity, and consistency.
Focus on Building Something Sustainable
Instead of asking "How can I go viral?" try asking:
How can I serve my people better?
How can I create content that feels like me?
How can I build something I'm proud of, even if it grows slowly?
Because what's better than going viral? Becoming trusted, being known, and having a community that chooses you, again and again. Not because you showed up in a split-second trend, but because you've shown up for them with value, care, and authenticity.
Here's what to focus on instead:
1. Intentional Messaging
Your message is the heartbeat of your brand. It's what people remember when they leave your page. Are you clear on what you do, who it's for, and why it matters?
Ask yourself:
Does my audience know how I can help them?
Am I addressing real problems they face, or just trying to be trendy?
Would I still stand by this message if no one liked or shared it?
Viral content grabs attention. Intentional messaging keeps it.
2. Consistency Over Hype
There's something powerful about being the person who shows up, whether it's for five people or five thousand. Consistency builds trust. Trust builds sales.
This doesn't mean you need to post every day or push through burnout. It means:
Showing up in a rhythm that works for your life
Prioritizing quality over quantity
Letting your audience get to know you over time
People remember the brand that consistently shows up and adds value, not the one that disappears between viral posts.
3. Emotional Connection
We connect through emotion, not just information. When you show up with vulnerability, honesty, or even humor, people feel something, and that's what makes them stay.
You don't have to share your whole life. But let people in. Talk about the journey. The lessons. The behind-the-scenes. Share the heart behind what you do. Those moments might not "go viral," but they'll build something better: a community that sees you and stays with you.
4. Audience Alignment
It's easy to chase numbers. But not all growth is good growth. A post might go viral and bring in thousands of followers who aren't even your target audience. That can hurt engagement, confuse your algorithm, and shift your content off track.
Instead, think about:
Who you're really trying to reach
What content speaks directly to them
How can you meet them where they are
The slow and steady growth of aligned followers, people who want what you offer and value your work, is infinitely more valuable than a quick follower spike.
5. Self-Care & Boundaries
The pressure to perform online can be heavy. Especially when it feels like everyone else is growing faster, posting more, or getting more attention. But remember: your well-being matters. You are not a machine.
A few reminders:
Rest is productive
You don't owe the algorithm your peace
Slower seasons are part of the process
Creating from overflow, not depletion, is how you build something beautiful
Burnout is not a badge of honor. The most sustainable marketing strategy includes time for joy and creating without pressure.
Rooted in Purpose
If you've been feeling behind or discouraged, know that you're not doing it wrong. You're doing something that lasts.
Success doesn't always look like a viral post. Sometimes it looks like one person saying, "I feel seen." Or a returning client. Or finally posting something you're proud of after weeks of overthinking.
Build with intention. Market with heart. Share from a place of care. And trust that real growth, the kind that sticks, comes from showing up authentically, consistently, and with purpose. Because you're not here for a moment. You're here to make a mark.
