Is going viral on social media worth It?
We’ve all seen those viral moments on TikTok: a single post skyrockets to millions of views, comments, likes, and—if it’s your lucky day—sales.
It sounds like a dream come true, right? Well, the reality isn’t always so glamorous. Viral success can be a double-edged sword, and in this post, I’ll break down the pros and cons of going viral, share tips to prepare for it, and explore whether it’s actually worth chasing that viral moment.
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What does it mean to “go viral”?
By definition, going viral means a piece of content spreads quickly across social media, shared by thousands (or millions) in a short timeframe.
I would also still add the word “unexpectedly”. You can’t plan viral moments but there are patterns and strategies that increase your chances.
Key factors that make content go viral:
Emotional impact: Content that makes people laugh, feel inspired, or even sparks controversy is more likely to go viral. Algorithms love strong reactions.
Relatability: Videos that connect with a broad audience (think memes, life hacks, or shared experiences) often get shared widely. Shares are a major metric platforms prioritise.
Authenticity: Audiences gravitate toward real, unpolished content. Being genuine builds trust.
Practicality: Content offering tips, tricks, or solutions to common problems tends to perform well.
Take the recent Hawk Tuah girl, for example. Her viral moment combined authenticity (an honest, quirky answer), emotional impact (a bit shocking, a bit funny), and relatability (we all know someone with her level of sass).
The benefits of going viral:
While virality isn’t the ultimate goal, it can come with some big wins if managed correctly:
1. Massive exposure
Going viral can introduce your brand to a huge audience in a matter of hours. For small businesses, this visibility can be a game-changer.
2. Social proof
Humans are herd animals. If people see others loving your product or content, they’re more likely to trust and engage with it themselves. The virality therefore acts as social proof.
3. Opportunities for growth
Virality can lead to PR opportunities, interviews, and even brand partnerships. When I first started promoting my reading retreat (Busy with Books), a few videos gained traction, leading to a feature in Capsule, a New Zealand women’s online magazine. Without that exposure, I’d have had to pitch media outlets myself - a much slower process.
The downsides of going viral:
But let’s not romanticise it—virality comes with challenges too:
1. Attracting the wrong audience
Not all viral moments align with your brand. I’ve learned this firsthand. A few years ago, I posted a TikTok about New Zealand’s obsession with road cones. It racked up 300,000 views and earned me thousands of followers. Sounds great, right? Except…none of them were interested in my marketing services.
This happens more often than you’d think. One client went viral for an avocado-cutting hack. She gained tens of thousands of followers, but few of them cared about her actual offer.
2. Pressure to perform
Once you go viral, the pressure to replicate that success can be overwhelming. Many creators stray from their core message in an attempt to chase the next viral hit, alienating their true audience.
3. Trolls and negativity
More views mean more opinions—and not all of them will be kind. Trolls and mean comments are part of the package, and they can take a toll on your mental health.
4. Little impact on business metrics
Virality doesn’t always translate into sales or meaningful engagement. If your viral content doesn’t align with your core offer, you risk wasting the exposure entirely.
How to make the most of going viral
If your content does blow up, here’s what you should do to make the most of it:
1. Have a clear Call-to-Action (CTA)
Decide in advance what you want your audience to do. Should they follow you, visit your website, or sign up for your newsletter? Include your CTA in your bio, comments, and follow-up posts.
2. Engage with your audience
Reply to comments (within reason), connect with your new followers, and filter out irrelevant or negative interactions. Engagement builds trust and converts casual viewers into loyal fans.
3. Nurture your audience post-virality
The hype will fade, so focus on delivering consistent, high-quality content that reflects your brand’s values. Virality might be the first date, but what keeps people around is the substance you bring afterwards.
So…is going viral worth it?
The short answer: sometimes.
Going viral can be a fantastic boost, but it’s not a reliable or sustainable strategy. The brands that see consistent growth don’t rely on viral moments. They focus on:
Knowing their audience.
Building strong content foundations.
Creating engaging, relatable posts that consistently deliver value.
Virality might feel exhilarating (at least the first time), but trust me, the novelty wears off. Instead of chasing trends, aim to build something lasting. Because in the long run, consistent, thoughtful marketing will always beat fleeting internet fame.
Want to focus on building a sustainable social media strategy that works? Let’s chat. Book a discovery call today, and let’s get started.
Talk soon,
Hanna