You know that sweet feeling you get when your post suddenly blows up, and everyone is liking, commenting and sharing? It’s exciting, your phone won’t stop buzzing, and it feels like the internet has finally discovered and placed a spotlight on you.
But almost immediately, it all ends, and a loud silence follows. What happens after the buzz dies down? This part is not talked about enough.
You feel like you’ve got it all figured out
When your post goes viral, the feeling is extraordinary. Imagine making a random post to your usual 600 followers. Then suddenly your views climb from 10K to 50K and even 500k! Your content is all over the place, and your followers have increased tremendously.
This may be your big break! Or not.
The uncomfortable truth
What happens when your next post doesn’t do so well, and engagement drops drastically? At this point, many creators try to figure out what blew up the first post and replicate it to gain the same results.
Recently, I saw this on LinkedIn when a creator posted a personal story about burnout in the workplace that went massively viral with thousands of reactions. Subsequently, all other posts tried to mimic the viral one. Soon enough, the audience stopped reacting because the creator seemed to be chasing a fleeting moment instead of building a voice.
Why virality can become a disadvantage
A viral post brings attention, no doubt about that. Some people followed you because the post was funny, emotional or controversial. While the numbers are huge, it also means you have a mix of people who followed for a particular moment and may not really know why they’re there.
Much later, it shows up in the data. You have high impressions but low saves, lots of followers but weak conversions. It becomes difficult to predict the level of engagement, and you struggle with clarity and control.
I’ve seen campaigns with massive reach that couldn’t boast of a single sale because the audience had zero interest in the product.
This is why some creators go viral several times but still struggle to monetize. The attention comes fast, but you need alignment and consistency to build something solid.
The hidden cost of chasing virality
Once you go viral, you want to keep up with the expectations of your new audience. So, you start asking yourself if you should keep doing what you did the last time.
Slowly, you stop thinking of what you want to say, but start thinking about what you need to do to get another viral post.
This may initially seem like a smart move, but over time, you lose your voice while chasing virality. Your posts are inconsistent and all over the place. One may seem very deep and reflective, while the other is highly exaggerated and performative. You do all you can for the clicks and likes, and you lose the very essence of who you are.
At this point, even your audience starts to notice. From an audience perspective, I’ve watched creators go from being insightful to a little confused, in just a few months of chasing viral posts. Clarity was thrown out the window.
The secret strategy that actually works
The creators who are winning long-term right now are those with a clear and consistent brand voice. They do not limit their content to what they think will go viral, but are honest and clear in their posts. They are rooted in their purpose and maintain a consistent tone. Over time, their audience knows what to expect and trusts them. This is what builds authority.
Choose Authenticity
When your post goes viral, you gain visibility like never before and suddenly, people who never knew you or what you stand for are in your space. It is important that you do not lose your voice in the quest for fame. Resist the urge to refine your content in a particular way because you want it to blow up, but choose to be consistent and maintain your brand voice.
Going viral is good, but don’t lose yourself because of one fleeting moment. Instead, maintain your authenticity in such a way that your audience grows with you.
If you’re building as a creator right now, instead of asking how to go viral, ask yourself if your posts would attract the kind of audience you want.Top of FormBottom of Form
