100-ish Word Thought: Going viral for the wrong thing

Viral Schmiral

Not every post is going to be better than the last. It’s your cumulative effort that matters the most. This "always be growing" mindset that (I think) comes from Wall Street, tech companies, and social media completely misses the big picture when it comes to marketing. Not every post, not every photo, not every caption, not every video will be bigger or better than the one before it. Nor does it need to be. It's the big elephant in the room that marketers don't want to talk about - or admit. Most times the numbers fall. Most times it's crickets. Most times the stats are inconsistent at best. Every once in a while, something takes off. But, virality is rare. Like, rare rare. Yet, marketers throw it around like that's the rule, not the exception, which in turn sets you, the business owner, up for disappointment, frustration, annoyance. And worse: confusion. Virality is not the goal. The goal is consistency. The great irony here is that every social media platform, search engine, and future client rewards consistency over virality every single time. Show up and show up often, that's the way to make your contact form go viral.

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