If you’ve ever asked a marketer, “Can you make my post go viral?” you’ve probably heard a long sigh. That’s because virality isn’t a strategy—it’s a fluke. Viral moments are like fireworks: bright, loud, and over in a flash. They’re exciting, but they leave you with a hot-smokin’ mess to clean up.
The truth is that a viral moment is only useful if it aligns with your business goals and you have a way to turn that attention into action. Without a strategy, the moment fades, and you’re left with nothing but a spike in vanity metrics.
The allure… and the fallout of going viral
When we see posts racking up millions of views or hear stories of overnight success, it’s hard not to fantasize about going viral. But, despite being highly unlikely in the first place (sorry), is going viral even a good thing for your business? More often than not, the answer is no. Viral fame may look glamorous, but it comes with a load of problems most people don’t anticipate. As Christopher Tompkins said in a Forbes article: “think about the consequences of going viral similarly to containing a literal virus”. And we all know how that went in 2020!
The risks of chasing viral success
Earlier this year, the image-sharing app Cara suddenly went viral. The user base shot from fewer than 100,000 to over 300,000 in days. However, as the user base grew, so did the app’s hosting costs, which ballooned from $2,000 to $100,000 for that week alone. Spam flooded the platform, and developers had to scramble to keep the platform afloat. The viral success turned into a logistical nightmare, nearly destroying the business the founder worked so hard to build.
That’s the thing about going viral—sudden attention inevitably brings sudden problems.
- Viral posts get you noticed for a moment, but that attention rarely sticks. Think about it: how many viral creators can you actually name?
- Viral hits often attract random viewers. Your follower count might jump, but are they the kind of people who’ll actually care about your work tomorrow? Probably not.
- In the race to go viral, it’s easy to stray from your values. Chasing trends can dilute your brand and confuse your core audience.
- Social media algorithms are unpredictable, and what works one day might flop the next. Don’t build your house on rented land!
- Sudden spikes in demand can overwhelm your systems, budget, and team. Without a sustainable plan in place, the effort to manage a viral moment can derail your long-term goals.
- The pressure to outdo your last viral hit is real. Many creators and business owners burn out trying to chase the elusive high of virality, which can stifle creativity and harm well-being.
- And let’s not even get into the internet trolls and potential backlash.
Why sustainable growth is the smarter approach
Virality may give you a moment in the spotlight, but that moment is fleeting. And (truth bomb alert) it rarely leads to the long-term stability most businesses crave. In our opinion, aiming for sustainable growth is smarter, more rewarding, and way less of a headache. Sustainable growth takes time, patience, and effort, but it lasts, which is the real win.
Loyalty over likes
Sustainable growth builds relationships. When you focus on providing value to your target audience (quality content over quick hits), you create a loyal following that sticks around. These are the people who buy your products, recommend you to others, and continue supporting your business. Instead of a quick spike in sales or followers, you’re building a foundation that can weather market changes and competition.
You may also be interested in: 8 ways to build loyal customers through social media marketing
Predictable progress
With steady growth, you can plan ahead, plan smarter, and avoid burning out. You’ll have a clearer picture of your resources and revenue, making it easier to scale your business at a manageable pace.
Consistency beats trends
Slow and steady growth and staying true to your brand’s core values means you’re building trust. Over time, that trust becomes the foundation of your success. People know what to expect from you, and that reliability keeps them coming back.
Less pressure, more creativity
When you’re not chasing the next big hit, you can focus on creating meaningful content that resonates with your audience. This approach creates genuine engagement and gives you the freedom to experiment without fear of failure.
Play the long game with us
Remember that success isn’t about being seen by everyone. It’s about being valued by the right ones. Instead of chasing that one big moment, focus on creating consistent, meaningful content for the people who actually care. Build relationships, solve problems, stay true to your values, and grow your business over time.
Let us know if you’d like help building something that lasts.
