Why ‘going viral’ isn’t the goal

Ever found yourself Googling “how to make my post go viral?”

Here’s why you should think twice.

If you were to ever say to me “can we make it go viral”, just know that a little part of me would probably curl up and have a dramatic internal wobble.

Not because viral content is bad. It isn’t. I’ve worked on content that’s hit big numbers, and it’s brought in loads of new interest, new enquiries and fresh eyes on a business.

But chasing virality as the goal is one of the most misunderstood things in marketing, especially for small and medium-sized businesses.

The appeal of going viral

I get why it’s tempting. Big numbers look great in reports. Views shoot up, your notifications go wild. It feels like something’s finally working.

And to be clear, reach does matter. Brand awareness matters. Getting new eyeballs on your business is part of growing.

The issue is what happens after that spike of attention.

You don’t need everyone

Most businesses don’t need everyone seeing their content. They need the right people seeing it enough times to understand what they do, trust them, and feel confident spending their money.

Your social media is often the first place people go to decide whether you’re worth their time. Potential customers, existing customers, and even people comparing you to competitors are all having a look.

They’re asking things like:

• Do these people actually know what they’re doing?

• Are they consistent, or a bit all over the place?

• Does this business feel like a safe bet?

That decision is rarely made off one viral post.

When virality becomes a distraction

Going viral with something that has nothing to do with your business can feel great for a day or two. Sometimes it even brings a spike in followers.

But if that content doesn’t relate to what you sell, who you help, or how you work, it doesn’t give people a reason to choose you.

To make virality a strategy, you’d need to commit to chasing trends constantly, riding short-term peaks, and building your whole presence around that style of content. For most small businesses, that’s a fast way to burn time and energy without much to show for it.

Why relevance beats reach

That client content I mentioned earlier worked because it wasn’t just a trend, it was relevant to what they do, spoke directly to their audience, and was backed up by the rest of their content.

A viral vid can be the catalyst to bring people in, but what makes them stick around, click through, read more, and got a clearer picture of the business is your ongoing content strategy.

That’s the bit that actually brings in work.

What to focus on instead

If you’re doing your own content for your business, this is where I’d put your energy instead of stressing about views and trends.

Be clear rather than clever
If someone can’t tell what you do within a few seconds of landing on your page, your content isn’t doing its job. Clarity beats creativity when it comes to converting interest into enquiries.

Say what you actually do and repeat it
You’re not boring people. New people are finding your content all the time. Repetition helps reinforce what you offer and who it’s for.

Make it obvious who your work is for
Trying to speak to everyone usually lands with no one. Clear positioning makes it easier for the right people to spot themselves in your content.

Build confidence, not just clicks
The posts that bring in work are rarely the ones chasing a quick reaction. They’re the ones that help someone feel reassured, informed and ready to take the next step.

So, should you avoid viral content altogether?

No. Not at all.

If something takes off and it’s relevant to your business, brilliant. Enjoy it. Use it. Let it bring new people into your world.

Just don’t let virality become the goal at the expense of clarity, trust and consistency.

And if this all feels like a lot

If you’re reading this thinking “I know this, I just don’t have the time or headspace to plan content, write it, post it, and keep it consistent”, you’re not alone.

That’s usually when people decide to get help and free up some mental space.

If you fancy a little chat about content, social media, or taking a few things off your plate, pop me a message!