Going Viral Isn’t a Strategy; It’s a Fluke: Here’s What Really Works
Everyone wants a quick fix and instant success, but building a library of valuable, useful content is the smart (and only) path that works for content marketing.
A “viral” PSA: Ahem, no one can guarantee your posts will go viral.
Read that again. You’ll see many frauds promising or hinting at their ability to help you create “viral” content.
It’s bullshit.
Of course there are techniques and topics that can increase your chances of going viral. You can and should learn those as they form the foundation of good copywriting anyway.
But a guarantee? Nope.
And if you’re just dipping your toes into content marketing? Chasing the viral dragon is a waste of time. Here's the reality: virality is unpredictable, and focusing on it as your end goal is a surefire way to set yourself up for disappointment.
What should you focus on instead? Let’s dig in.
Going Viral: The Shiny Object That Distracts You from Real Growth
I get it – going viral feels like hitting the slot machine jackpot – a clangorous discharge of coins and lights and sirens of likes and views and maybe even (non-AI) comments.
It’s a rush. It’s not something you can plan or guarantee. Even seasoned content professionals and agencies with teams dedicated to A/B testing and tweaking every tiny detail can’t guarantee a viral hit every time.
I remember reading about companies like Buzzworthy back in the early days. Their entire business model was built around making content go viral. They’d test dozens of titles, try different images, and push content to segmented audiences, doing everything “right.” Even with this effort, the percentage of viral content was tiny – definitely less than 1 in 10 and more like 1 in 100.
If they couldn’t do it consistently with all their resources, it’s unrealistic to think you can, either.
I’ve had a few brushes with viral content. One blindsided me. When I transitioned from print editing to digital content marketing, we launched AIIM’s first online community back in 2010. My job was to recruit industry experts to blog and share their knowledge with our members. After 16 years in the industry, I had a good sense of what topics would resonate with my audience. Or at least, I thought I did.
This post focused on TIFF vs. JPEG as an output format for scanned documents. I thought it would get below our average of 500 reads. Instead, it had the most back-and-forth engagement of any blog I published – something like 50 comments and a real debate on the merits of each (and then PDF too). It ranked in AIIM’s top-10 most-visited pages through at least 2014, when I left.
The point? Sometimes, it’s the unflashy, steady – dare I say boring? – content that hits a nerve and delivers value over the long term. That’s what builds a loyal audience.
And it’s often the weird, under-appreciated angles that grab folks and pull them in.
The Power of Consistency Over Virality
Consistency is a better goal than chasing the elusive viral post.
Creating useful content over time on a regular schedule is far more valuable than hoping for one big hit. You want to build a body of work that attracts a following. You don’t want to be just a flash in the pan.
The creators who consistently grow their audiences know this: useful content wins, even if it doesn’t go viral. Another early 2010s example comes to mind. I can’t remember her name, but a teenage girl had a YouTube channel where she posted makeup advice videos.
She had dozens of videos with a handful of views each. Nothing remarkable. Then one of her videos blew up and hit hundreds of thousands of views. It wasn’t better or different than her others; but it landed at the right time.
I’ve taken to blaming the tides and/or the phases of the moon – it’s as valid a reason as any I’ve ever read.
Anyway, what made the difference in her success were all those early videos that hadn’t taken off. A hefty chunk of the folks who watched her viral video explored what else she had. They stuck around, checked out her older posts, and subscribed. Because she’d put in the work, she had a library of content ready for them. Sponsorships and ads soon followed, and her channel took off.
If she’d been solely focused on going viral, she might have posted less often or abandoned videos that didn’t gain traction. But she stuck with it, and the results paid off.
You need to build a foundation of valuable content so you’re ready when (if) the tides and phase of the moon align for you.
Improving Your Odds (But No Guarantees)
While the odds might not be ever in your favor, you can improve your chances of going viral. There are tips and tweaks that can increase your odds. You can A/B test your headlines, experiment with different visuals, and time your posts for peak audience activity. But anyone promising you that something will go viral is flat-out lying.
Instead, focus on crafting content that is valuable to your audience. Answer questions they have, solve their problems, and create things that they will want to share because it helps them. The goal is to expand your audience through quality, not by banking on a lucky hit.
Build a Content Library That Lasts
If you’re serious about growing your brand or business, think long-term. Here’s how:
1. Craft Useful Content: Commit to a steady schedule. Whether that’s weekly blog posts, monthly videos, or daily social updates, keep showing up.
2. Expand Your Audience: Share content that people find useful. This builds a following of people who like and trust your work – not just folks who saw one viral hit and moved on.
3. Have a Clear Path for Conversions: Make sure your audience knows what to do next. Whether it’s subscribing, signing up for a webinar, or buying a product, make the path clear and straightforward.
By building a strong foundation, you create a base that’s ready to capitalize when luck strikes. If you do have a viral moment, you’ll have a clear plan to convert that attention into long-term value.
Conclusion: Virality Is a Bonus, Not a Goal
I’ve had things go “viral” in the context of what I’ve produced for myself and clients (never anything “Internet-wide viral”).
I will say that it feels awesome.
But it can’t be your primary strategy. It’s a bonus. The real work is creating content that stands the test of time, builds relationships, and adds value.
So do that. Build a library of content that builds trust between you and your people. With that, you’ll be able to take advantage of viral content if/when your moment comes.
So get out there and craft content that matters. If it goes viral, great – but if it doesn’t, you’ll still have built something worthwhile. And that’s the ultimate win – for you and for your audience.
Newsletters don’t really go viral, but they do build business. My Newsletter-in-a-Box service will get you pointed in the right direction.
Conclusion: Virality Is a Bonus, Not a Goal
I love this! You’re spot on. Focussing on what we want the result to be always leads to disappointment. It’s better to just make your work the best it can be.