Don’t Aim for Viral

For so many content creators, the idea of going viral is something of a Holy Grail of marketing success.

The idea is that with enough attention, even if it exists only in the short-lived window before the next internet phenomenon comes along and relegates your viral hit to the annals of internet phenomena, you can transform your business forever.

It’s an alluring idea, that you can put in the hard work once, land on something that works once, and then be set for life forever.

But that’s rarely how things work.

Sure, many past viral sensations have cashed in during their 15 minutes, but how many of those initial fans and customers stuck around for the long haul?

My guess is not many.

Let’s look at a couple of reasons why shooting for virality is not a good strategy for most content creators and businesses, and what the more promising alternative strategy looks like.

You’re Not in the Business of Mass Marketing

The vast majority of businesses and entrepreneurs using content to promote their brands are in the business of offering a niche product or service to an even smaller niche among the group of people who could make use of their offering.