So, let’s chat about something that keeps popping up in marketing circles: going viral. There’s a certain allure to it, right? The idea that one piece of content could skyrocket your business into the stratosphere overnight. But here’s my take – going viral is actually a terrible marketing strategy. Yeah, you heard me right. It’s not just based on luck; it’s bad for your business in the long run. Let me break it down for you.
The Lottery of Virality
First off, going viral is like winning the lottery. Sure, it happens, but it’s not something you can plan for. Identical businesses could post the same content day in and day out, and there’s no guarantee that what blows up for one will do the same for the other. Chasing virality means you’re often just riding trends, and that dilutes your real-life business outcomes.
Think about it. You might eventually hit the jackpot and go viral, but is that viral content speaking directly to your ideal audience? Is your ideal audience even that size? Often, that bigger audience just likes a funny video but has zero interest in your actual business. So, if you’re a local business and you blow up, it’s likely to have a pretty small real-world effect on sales and bookings.
The Algorithm Loves Consistency, Not One-Hit Wonders
Here’s where it gets technical. When you go viral, you dilute your online audience. The massive reach you gained will fade quickly if those thousands or even millions of accounts don’t interact with you again. This makes it harder to reach your original audience because the algorithm gets confused about who to show your content to.
Imagine this: instead of standing in a room with 50 people who are genuinely interested in your business, you’re now in an auditorium with 2,000 people, and you have to find those 50 people in all that chaos. Exhausting, right?
The Influencer Mirage
Businesses often look at influencer or creator accounts going large and covet that success. But here’s the thing – the business model of an influencer is vastly different. They sell their influence globally to a limitless audience. A business, on the other hand, sits within its own industry and niche. You need to focus your time and resources on that, not on trying to mimic influencers.
Quality Over Quantity
Now, does this mean that if you happen to go viral, you’ve ruined your account? Not necessarily. But it only works if the reason you went viral was for quality content that aligns with your brand, not just jumping on a trend. If you stay true to your brand, then it can be okay – but honestly, that’s the exception to the rule. You can’t replicate virality. Anyone who promises to make you go viral can’t guarantee that, and you have to ask yourself why you want to go viral in the first place.
The Long Game
What people often forget when tackling social media marketing is that it’s about dealing with people and their real-life behaviors. Thinking that one viral video will make your business a success is not realistic. But consistently showing up, representing your brand correctly, and being active across multiple channels will yield results if you stick with it.
And remember, if your goal is off-platform (like sales or bookings), getting hung up on numbers like engagement or comments is focusing on the wrong thing. You can have a low-engagement post that nets you sales or inquiries.
So, what’s the takeaway here? Stop chasing viral. Focus on quality, consistency, and your real audience. Trust me, the slow and steady approach wins this race every time.
