The Myth of Going Viral (And What Actually Builds a Business)
Let’s be real: we’ve all daydreamed about going viral. The idea that one clever Instagram Reel or perfectly timed post could blow up overnight and flood your inbox with new clients sounds amazing. Who wouldn’t want that?
But here’s the problem: viral moments are unpredictable, short-lived, and usually don’t lead to the kind of steady, sustainable growth most small businesses actually need.
The Problem With Chasing Viral
Going viral feels exciting, but it often comes with empty numbers. Thousands of views, hundreds of likes, maybe even a flood of new followers. But are those people your actual customers? Do they live near your business? Do they need what you offer?
Most of the time, the answer is no. Viral content attracts attention, but it doesn’t always attract the right attention. And when the dust settles, you’re left with a spike in analytics but no real impact on your business goals.
What Actually Builds a Business
The truth? A solid business isn’t built on one post, it’s built on consistency. The quiet, steady kind of marketing that doesn’t always rack up big numbers but creates trust over time.
Here’s what really moves the needle:
Showing up regularly so your audience knows you’re here.
Sharing valuable, authentic content that positions you as helpful and trustworthy.
Making it easy to work with you with a clear website, easy contact info, and a simple customer journey.
Building relationships (yes, replying to comments and DMs counts!)
This isn’t glamorous. It won’t skyrocket your follower count overnight. But it will create real connections that turn into loyal clients and customers, the kind who stick around long after the algorithms shift.
The Sustainable Win
Viral is a fun bonus if it happens, but it’s not the strategy. The strategy is staying consistent, creating content that feels like you, and trusting that the right people will find you.
So the next time you feel discouraged that your post didn’t “blow up,” remember this: you don’t need the entirety of the internet to notice you, you just need connect with your people.
