Why We’re Ditching the Viral Chase (And You Should Too)

What if I told you going viral might not be the marketing flex you think it is?

In a world obsessed with millions of views and overnight success stories, it’s easy to forget what actually grows a small business.

When going viral goes wrong: a real story

A few years back, we worked with a local dietitian who wanted to grow an audience around nutritious, sustainable eating habits.

We made a simple video showing healthy choc-chip cookies. Nothing fancy. Just authentic, value-led content.

It went viral.

Over 75k views.

Sounds like a win.

It wasn’t.

That video attracted the wrong audience. Instead of local, health-conscious people who might book consultations, it pulled in viewers from overseas.

The comments turned into arguments about “real cookies”, ingredient costs, and the point of the content got lost.

Even with all those views, we only saw 23 comments, and most were never going to become clients.

Then the bigger problem hit.

For the next month, everything else looked like it “failed” in comparison. Reporting dropped because nothing can compete with a viral spike.

That’s when it clicked for us:

75k views from the wrong people is worth less than 500 views from the right people.

The problem with chasing viral content

1) You attract the wrong crowd

Viral reach pushes your content far beyond your target market.

If you’re a local business, that attention often does not translate into bookings, walk-ins, enquiries, or sales.

2) Your metrics become meaningless

A viral post inflates likes, views, and follower counts.

But those numbers can distract you from what matters.

Website clicks > Leads > Sales.

3) The algorithm becomes your enemy

After a viral spike, the platform expects every post to perform at that level.

When your next post gets normal, healthy engagement, the algorithm can interpret it as “worse”.

Reach gets throttled.

Confidence drops.

And suddenly you feel like you are back at zero.

4) You risk losing your brand voice

Chasing virality makes it tempting to lean into clickbait, trends, and shock value.

That can dilute trust fast.

Your content should sound like you.

Not like whatever is trending this week.

5) It’s unpredictable

There is no reliable formula for going viral.

Timing, algorithms, current events, and luck are out of your control.

Building a strategy around that is risky.

What actually works: a community-first approach

At Soda Creatives, we’ve shifted our strategy around one simple truth:

Authentic connection beats viral moments. Every time.

Build genuine relationships

Focus on the people who can actually become customers.

Local community, Local values, Real trust.

Choose consistent presence over flashy moments

Real growth comes from showing up consistently with original, useful content.

Not from one big spike.

Prioritise quality engagement over vanity metrics

A small, engaged audience can outperform a huge, uninterested one.

If people regularly interact, share, and buy, that is the metric that matters.

Why this works for regional businesses

We’re all about community here in Gippsland.

When you focus on community-building:

Your content resonates with people who can actually become customers
You build trust and recognition that leads to repeat business
Your audience becomes your advocates (hello, word of mouth)
Growth becomes steady and sustainable
You reduce the risk of negative viral attention

The Soda Creatives difference

We help businesses grow through:

Authentic storytelling that matches your values
Consistent content that keeps you top-of-mind
Community engagement that builds real relationships
Long-term strategy that supports sustainable growth

Ready to build your community?

Going viral is a gamble.

Building a community is an investment.

If you want support creating content that connects with the right people and drives real results, we’d love to help.

Want more actionable tips like these to grow your business through social media?

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Stop chasing the algorithm. Start building community.