Why going viral doesn’t always mean success

Picture this: the content you posted starts trending, your views are through the roof, your Reel is an overnight sensation. It’s the dream, right? Everyone wants their content to go viral, but does virality really mean success? The short answer is no. 

Virality is short-lived. It’s over in the blink of any eye and isn’t a sustainable strategy. Going viral means that your content reaches a huge audience in a short period, however, your brand is reaching an unengaged audience - not your target audience. 

Viral content fluctuates with trends and often the “attention” your viral post gets is fleeting, which means a huge dip in engagement. This kind of content is hard to replicate, making it hard to sustain the success and build a lasting presence. Don’t forget, a lot of people who originally engaged with your viral content aren’t your target audience. 

Another risk is attracting negative attention, criticism or even trolling. Now while this doesn’t always happen, it can, which can have a huge impact on a brand’s reputation. If brands focus too much on chasing viral hits, they risk losing their loyal target audience as you begin to lose the quality and authenticity that drew your audience to you in the first place.

What should you prioritise instead of chasing virality? 

So, instead of creating viral content, brands should prioritise building a strong, loyal and engaged community across their platforms. They can do this by:

• Creating high-quality and valuable content: Focusing on content that resonates with your audience and provides real value.

• Building relationships that will last: Engage with your audience, reply to comments and messages and foster genuine connections.

• Developing a brand identity that will stand the test of time: Ensure that all of your content is “on brand” and echoes your core values and messaging.

• Keeping your long-term goals at the forefront of your mind: Build a sustainable and successful social media presence instead of prioritising short-term gains. 

  
  

In a nutshell, while viral content may be great for a short-term engagement boost, in the long run it could turn away your target audience and distract you from creating content that echoes your brand's core values.