Does Going Viral Really Matter?

Virality in marketing – it’s impossible that you’ve missed it. If you have, let us lay it out for you: a company posting an out-of-pocket trendy video, odd replies under random videos, or weird stunt that goes viral overnight.

And they’ve made it! The brand is everywhere, the people are talking, and most of all – they got popular just from one single action.

But here’s the truth: virality in marketing isn’t the golden ticket many think it is. Yes, it’s exciting for content creators or influencers but it doesn’t promise consistency, strategy, a positive result or something long-lasting for an entire brand or company. Getting lucky is just the beginning.

What Does “Going Viral” Even Mean Anyway?

Let’s break it down. Going viral means content spreading rapidly online, usually through engagement. It can boost visibility fast, sometimes even turning unknown brands into household names. When it dies out, you’ll realize virality in marketing is unpredictable.

One day you’re trending and the next, you’re forgotten. That’s why relying solely on going viral is like betting your business on a lottery ticket.

Virality Isn’t Always a Plus

Some viral posts are like winning the jackpot. It’s great when it happens, but not a plan. We would say that brands don’t expect to go viral – but in this day and age, it’s their goal. We’ve seen crazy schemes, some successes, and a lot of failures. The reality of it is, virality doesn’t always give you the results you want.

For example, take a look at Burger King’s ridiculous idea to draw attention to the fact that only 20% of professional chefs in UK kitchens are women:

Instead of sacrificing their brand image, it’d be better that they said their opinion straight up and honestly. They got their attention, sure, but did they get the support? It’s safe to say that’s a no.

Let’s highlight something more recent that went viral. A TikTok currently circulating shows a girl singing through the intercom system on an incredibly delayed Delta Airlines flight. While some passengers enjoyed it – others were less than amused.

@druziroaming

When your Delta flight is delayed 2 hours and you circle Orlando for another 2… But then a little girl sings Moana on the crew mic and suddenly everything feels okay 🥹🎤✨ #DeltaAirlines #FlightDelay #OrlandoWeather #Moana #Wholesome #InFlightEntertainment #DisneyMagic #FeelGood

♬ som original – Romeu

Of course, Delta Airlines (and the original poster’s) intention was to spread positivity. But, just from reading the comment section, you can feel the sheer hate that the young girl is getting – and these people weren’t even there for the actual performance. Delta Airlines also received backlash from viewers. As one TikToker states: Did the flight crew think “how can we make this flight worse for everyone involved?” 😭.

So, are you picking up what we’re putting down? Virality comes with its down sides, don’t let the numbers cloud your vision.

Consistency Beats Luck Every Time

Would you rather have one huge win or steady success week after week? As a professional marketing agency, we know that long-term growth comes from consistent effort across SEO services, smart social media use, and well-designed websites. While a viral moment might give you a short spike in traffic, what keeps people coming back is how easy your site is to use, how valuable your content is, and how connected your audience feels.

An inspiring example

We’ll stop scaring you with bad examples of virality. Here’s a great example of consistency working! GoPro utilizes valuable user-generated content to promote their company. Their annual Million Dollar Challenge allows users of GoPro to submit videos in an effort to be featured in a highlight reel and as the name suggests – win a million dollars (not all of it, unfortunately).

This event that happens every year gives them the chance to promote a certain product, get live reviews and testimonials and highlight customers’ trust in their products to capture unique moments. It’s also a bonus to encourage their customers creativity, allowing them to interact with them on a yearly basis.

Strategy = Results

It’s not just consistency that you need. You also need to have technical skill like:

• SEO optimization
• Intuitive web design
• Engaging content strategies
• Progress tracking

This kind of work doesn’t always make headlines, but it builds real momentum and real revenue. When you combine these efforts, virality becomes a nice bonus – not the goal.

Build Consistency With Us

Sure, virality is fun, and exciting, and can give your brand a quick lift. But if you’re serious about growing your business online, you need more than luck. Focus on the strategy we mentioned above. Because while virality in marketing might get you noticed, strategy and consistency is what keeps you relevant for days to come!