Going Viral is Overrated: Why it's Not the Ultimate Marketing Goal

Going viral has become the ultimate goal for many marketers and businesses, with countless articles and guides detailing the steps to achieve this elusive feat.

However, the truth is that going viral is not the ultimate marketing goal. In fact, focusing solely on viral marketing can be a waste of time, resources, and energy.

While going viral can certainly provide short-term benefits such as increased brand awareness and website traffic, it does not guarantee long-term success or sustainable growth.

In this article, we'll explore the counter-arguments to viral marketing and strategies for achieving true success.

The Role of Luck: Viral Marketing's Unpredictability

Luck plays a significant role in whether or not content goes viral. Even if a piece of content is well-crafted and authentic, it may not resonate with a large audience due to factors such as timing or competing content.

Oversaturation of Content: A Barrier to Viral Success

With so much content available online, it can be difficult to stand out and get noticed.

Even if you follow all of the steps outlined in viral marketing guides, there's no guarantee that your content will be able to break through the noise and gain traction.

The Cost of Viral Marketing: A Barrier to Small Businesses

Utilizing paid promotion can be expensive, and not all companies have the budget to invest in this strategy.

Without paid promotion, it can be difficult to reach a large audience and increase the chances of going viral.

Influencer Overload: Oversaturation of Collaborations

Influencer marketing has become increasingly popular in recent years, which means that many influencers are inundated with requests for collaborations.

It can be difficult to stand out and get noticed by influencers who are already working with a large number of brands.

Quality Over Quantity: The Importance of Valuable Content

While creating shareable content is important, it's also important to focus on creating high-quality content that is valuable to your target audience.

It's better to have a smaller audience that is highly engaged with your content than a large audience that doesn't find your content valuable.

Strategies for Achieving True Success

Despite these counter-arguments, there are still strategies that can help increase the chances of achieving true success. Here are some specific examples:

1. Understand Your Audience

Conduct market research to understand your target audience's interests, values, and emotions.

This will help you create content that resonates with them. For example, Netflix's social media team does an excellent job of understanding their audience and creating content that speaks directly to their interests.

2. Create Valuable Content

Focus on creating high-quality content that is valuable to your target audience.

This will help you build a loyal following and increase engagement. For example, the "Damn, Daniel" video that went viral in 2016 was visually appealing and funny, making it highly shareable.

3. Build Relationships with Your Customers

Building strong relationships with your customers can help increase brand loyalty and advocacy.

Engage with your followers on social media, respond to their comments and messages, and provide excellent customer service.

For example, Wendy's Twitter account is a great illustration of building relationships with customers through sassy and humorous responses.

4. Utilize Multiple Marketing Channels

Don't rely solely on one marketing channel to reach your audience. Utilize a variety of channels such as social media, email marketing, and SEO to reach a wider audience.

For example, GoPro's collaboration with professional snowboarder Shaun White is a great example of using multiple marketing channels to reach a wider audience.

5. Measure Success with Meaningful Metrics

Instead of focusing solely on vanity metrics such as likes and shares, measure success with meaningful metrics such as conversion rates and customer lifetime value.

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While going viral can provide short-term benefits, it's not the ultimate marketing goal. By focusing on creating valuable content, building relationships with your customers, utilizing multiple marketing channels, and measuring success with meaningful metrics, you can achieve true success and sustainable growth.

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