Why Chasing Virality Isn’t a Marketing Strategy

Stone House Digital
Jul 14
4 min read

Thumbs Up or Thumbs Down?

Joaquin Phoenix as Commodus in Gladiator (2000)

We've all been there: You’ve just poured hours into creating a reel. It’s funny. It’s helpful. It’s beautifully edited. You post it… and wait.

In the digital colosseum, the crowd gathers—the scroll, the double-tap, the share. But ultimately, there’s one force that decides your fate: the algorithm emperor.

Thumbs up? You go viral. Thumbs down? Your post vanishes into obscurity.

It’s the same drama Joaquin Phoenix delivered in Gladiator. One gesture deciding whether a gladiator lived to fight another day. And today, that emperor is the algorithm.

Chasing virality is like fighting for your life in the arena. It’s thrilling, but it’s no way to build a sustainable business.

What Does “Going Viral” Really Mean?

Going viral sounds glamorous—thousands of likes, new followers flooding in, your business suddenly “known.”

But what does it actually look like for small businesses?

A 2023 HubSpot study found that only 9% of small businesses (fewer than 50 employees) have ever had a piece of content go viral; meaning significant engagement far beyond their normal reach (HubSpot, 2023).

And even for those that do? The effects are fleeting. A viral post might spike your follower count, but it rarely guarantees loyal customers or sustained sales.

Here’s why:

Viral content often attracts broad audiences who may not be your ideal client.
Virality is usually driven by emotion or novelty, not your core offers.
A one-hit wonder doesn’t build trust over time.

Virality vs. Consistency: Which Wins?

Let’s be honest: the allure of virality is strong. Who wouldn’t want the digital spotlight for a day?

But the businesses that last aren’t the ones swinging for the fences with every post. They’re the ones showing up consistently, even when the algorithm gives them a thumbs down.

Consider this:

Companies that blog regularly see 67% more leads monthly than those who don’t (Demand Metric, 2022).
Businesses that post on social media at least 3 times per week build significantly higher trust and brand recall (Sprout Social, 2023).
Email marketing delivers an average ROI of $36 for every $1 spent, making it one of the most consistent channels for small businesses (Litmus, 2023).

No single viral post can compete with the slow, steady burn of a brand that shows up, provides value, and connects with its people over time.

"No single viral post can compete with the slow, steady burn of a brand that shows up, provides value, and connects with its people over time."

The Emperor’s Rules: Why You Can’t “Hack” Virality

Virality is unpredictable because it’s shaped by:

Timing: News trends, pop culture moments, or sudden changes in the world.
Audience mood: What’s funny one day might flop the next.
Algorithm tweaks: Platforms shift priorities constantly.

Even experts admit there’s no perfect formula!

According to Social Media Examiner’s 2023 report, only 4% of marketers feel “very confident” they can replicate viral success on demand.

So chasing virality is like hoping the emperor smiles on you today, but it’s not a strategy you can control.

How to Build Your Brand’s Empire Instead

Instead of praying for the algorithm’s thumbs up, build your own empire. Here’s how:

1. Define Your Ideal Audience

Who do you serve?
What problems do they want solved?
How do they talk about those problems?

When you know who you’re talking to, you don’t need viral reach—you need the right reach.

2. Show Up Consistently

Post regularly, even if engagement feels low some days. Your audience needs repetition to remember you.

Remember: the businesses winning in small towns and rural communities aren’t always the ones with the flashiest posts, they’re the ones who keep showing up.

3. Tell Stories, Not Just Facts

People remember stories more than sales pitches. Share:

Customer transformations
Behind-the-scenes glimpses
Challenges you’ve faced (and how you overcame them)

Stories build connection, and connection is what converts followers into buyers.

4. Invest in Evergreen Content

Blogs, guides, and helpful videos keep working for you long after they’re published.

One well-written blog can drive traffic for years, while even a viral reel fades fast.

5. Diversify Your Channels

Don’t put all your hopes in one platform. Combine:

Social media
SEO-optimized website content
Email newsletters
Local networking

The emperor can’t dictate your fate if you have multiple ways to reach your people.

The Bottom Line: You’re the Gladiator - and the Builder

In the end, the algorithm emperor might rule the arena, but you’re more than a gladiator fighting for views.

You’re the architect of your business. And building a brand that lasts doesn’t hinge on going viral. It hinges on showing up, serving your people, and crafting a message they trust.

So next time you feel discouraged because your post didn’t explode?

Remember: consistency wins the war, even when the emperor gives a thumbs down.

Ready to Build Your Brand?

If you’re tired of gambling with the algorithm and want a practical plan to show up confidently online, let’s make it happen. The Social Glow Up Package helps you define your ideal audience, map out your content, and finally take the guesswork out of what to post — so you can connect with real customers, not just chase likes.

Book Your Social Glow Up