The Mistake Most Businesses Make When Trying to “Go Viral”

It’s a dream for many businesses: one viral post, millions of views, and a flood of new customers. The thinking goes something like this — “If we just hit that one big moment, everything changes.”

But here’s the catch: most of the time, it doesn’t. You can get thousands of likes, a flood of attention, even a bit of buzz — and still see zero impact on your actual business. Why? Because chasing virality often means ignoring the things that really drive results over time.

Before you pour money into a flashy campaign or hire a social media agency in Melbourne to build hype, it’s worth asking: what’s the end goal — attention or action?

Let’s unpack the real reasons businesses get stuck on “going viral” — and what actually works instead.

The Wrong Metric: Views Over Value

One of the biggest traps businesses fall into is mistaking visibility for success. Yes, reach matters. But reach without relevance leads nowhere.

Here’s the reality:

• A video with 500,000 views doesn’t guarantee 500,000 interested buyers
• Trending content often attracts broad audiences, not the right ones
• Viral moments fade quickly — and usually don’t build long-term trust

Instead of asking “How can we make something go viral?”, ask “How can we create content that solves a real problem for our ideal customer?”

Chasing Trends Without a Strategy

Jumping on the latest meme, audio clip or challenge might win you a moment of attention — but without context or consistency, it can feel forced or confusing.

Effective brands don’t just use trends — they adapt them to fit their message. A funny post is great, but it should still say something meaningful about your business. Otherwise, you’ll get likes but no leads.

A few guiding questions:

• Does this trend align with our tone of voice?
• Can we tie it back to what we actually offer?
• Is this something our target customer would care about?

If the answer is no, skip it. Just because something’s popular doesn’t mean it’s right for you.

Forgetting About the Funnel

Going viral might boost your visibility at the top of the funnel — but what happens next?

If your profile doesn’t clearly explain who you help and how, or your landing page doesn’t match the content that brought someone there, that attention quickly evaporates.

Here’s what to double-check:

• Is your bio clear and benefit-driven?
• Do your pinned posts showcase what you offer?
• Are you linking to a specific, relevant landing page?

You don’t need a complicated setup — just a clear next step for curious users.

Skipping the Foundations

Content that converts often comes from clarity, not creativity. That means knowing:

• Who your audience actually is
• What they care about
• Where they’re spending time online
• What kind of content they naturally engage with

Brands that succeed on social media rarely get there by accident. They test, listen, adjust — and repeat. Viral content might be exciting, but consistent, value-driven content builds loyalty.

What Actually Works (Long Term)

If your goal is more sales, more enquiries, or more loyal followers, here’s what tends to work better than trying to go viral:

1. Educational or How-To Content

Helps people solve small problems quickly — while building authority.

2. Customer Stories or Case Studies

Real-life examples show what you do actually works — far more powerful than a random meme.

3. Behind-the-Scenes or Day-in-the-Life Content

Makes your brand more relatable. People buy from people, not faceless logos.

4. Consistent Posting Schedule

It’s not about posting daily — it’s about showing up regularly with content your audience cares about.

5. Community Engagement

Reply to comments. Ask questions. Start real conversations. Social media is a two-way street.

There’s nothing wrong with aiming for reach — but when your entire strategy revolves around the hope of going viral, you’re building on shaky ground.

Instead, focus on connection, clarity and consistency. Content that reaches the right people — and gives them a reason to care — might not go viral. But it will work.

And over time, that’s what leads to real growth — the kind that doesn’t fade when the algorithm moves on.