Fallacy of Virality
You hear all the time, “all you have to do is make a viral video. That’s it. Then you’re set.” This could not be further from the truth. Honestly, this statement is wrong on so many levels and I’ll break it down for you on why that is.
Coming from someone who actually posted on their vision board for 2021 to make a viral video, and from someone who actually achieved the goal and went viral multiple times over, virality isn’t what it’s cracked up to be.
You might genuinely believe that making viral content is the ticket to success as I did, but let me tell you why this thinking is more false than true.
In this post I’ll share my own personal experiences on creating viral content, what it did for my business, and whether I put “make another viral video” on my 2022 vision board.
We’ll dig into the main points below:
- Viral content attracts the wrong audience
- You set the bar too high
- Internet vitality can ruin a business
- Target for internet criticism
- Copyright infringement from copycats
Viral content attracts the wrong audience
The problem with creating viral content is that you run the risk of attracting the wrong audience.
Here’s what I mean.
Viral content generally will attract the masses. It appeals to a very wide range of audiences which is why the content went viral in the first place. This also means that the reach of your content covered individuals that are not in your target market or audience.
Unless your offering is something universal like water, your ideal customer is fairly narrow and you serve a specific group of individuals. By attracting this broad audience, you don’t know who your true audience is.
When we attract the wrong audience, it becomes difficult to hear what your true audience wants because of the noise coming from those who are not your ideal client.
Taking the time to cut through the noise causes you to spread or divert your energies from what truly matters. This is why virality can actually be a hinderance rather than a help in your business.
In 2021 my video content went viral on three different social media platforms. The first viral video was for under desk cord organization. The hack was first posted to TikTok, then reposted to Instagram and later posted to Pinterest. Each time, the video reached audiences in excess of 1 million views.
In the case of Pinterest, the video has reached over 35 million views in less than 9 months. The recognition and brand awareness was positive, however this viral content attracted audiences that did not 100% align with my niche of home organization.
You set the bar too high
I hate to break it to you, but not every piece of content that you create is going to be viral content.
When the goal isn’t about creating value driven content on a consistent basis you can start to put unnecessary pressure on yourself to create another viral video, as if, that is the gold standard. That isn’t the gold standard.
After my personal successes with viral content, I did start to feel pressure to generate video content that might go viral. Videos that did not perform or convert at a high level felt lackluster even though the everyday content connects and reaches my ideal customer.
Remember, that you’re not in business to be an overnight success. Virality can feel like your ticket there, but as cliché as it sounds, slow and steady does win the race.
Internet virality can ruin your business
What is worse than not enough customers to sustain your business?
The opposite; too many customers that you can’t serve given your current infrastructure.
Creating viral content can generate buzz and excitement for your business. That’s wonderful until it comes to actually serving your audience. Let me explain.
If a solid foundation has not yet been established in your business, the influx of clients may harm rather than help you. Your new audience may not be patient with you when the product or service they paid for is not delivered timely. This is where the pressure of viral success can crumble your business.
I have seen many businesses fail even before having a real chance to take off because of viral content. Sudden pressures to succeed without a solid foundation stunted the business growth.
Target for internet criticism
The internet trolls come out to play when you create viral content.
It’s literally like being under a microscope. People can be ruthless with their comments on the internet hidden behind their screens and untraceable ISPs. Building a thick skin is a very important skill to learn with business.
I get attacked every day through some unkind comment on the interwebs. Through this experience I have developed a thick skin, but I would much rather build one by other means, rather than this type of unjustified and unwarranted criticism.
Copyright infringement from copycats
Viral content attracts copycats and blatant content thieves. There, I said it.
After going viral many times on several different social platforms I started to see two trends.
The first trend is that shortly after posting my viral content, I started to see my exact videos posted everywhere by others without my permission.
Side note: Hey, Creators! Please know that even giving you credit by stating who the original creator is, does not mean that the content can be reposted or posted without your permission.
The second trend I saw was that other creators started to copy my work. I understand that I can take the high road and consider it a compliment, but that does not mean that it isn’t hurtful or annoying to see.
Being inspired by my work is one thing and then copying my exact video in your own home is what we call creative infringement.
Conclusion
Going viral is not all bad and I may post about the benefits of creating viral content sometime in the future. This is a cautionary tale and a reminder that viral content is not what it seems. Consider virality as a residual effect of showing up and creating consistent content for those you want to serve.
It’s like a cherry on top of the sundae rather than the sundae itself. This is a personal lesson that I’ve learned through going viral with my content multiple times. I’m more certain than ever that slow and steady wins the race.
Just be sure to enjoy the journey along the way. This is a tip I would like to take to heart as well.
Southern California based Professional Organizer, Sandy Park, owner and founder of Tidy with SPARK shares her joy of organization with her clients.
She serves clients in Orange County as well as the hundreds of thousands of followers on her combined social media platforms.
Connect with Sandy through her website or by connecting through her social channels.