Going Viral Is a Bad Idea

We’ve all fantasized about that one viral moment that sends our business skyrocketing. More likes, more shares, more followers—sounds like the dream, right?

It’s easy to fall into that trap. We’ve all seen it: brands blow up overnight with a viral video or campaign, gaining thousands of followers in just a few hours. 

And the assumption is obvious—more eyeballs, more success. For many, it feels like the magic bullet that’ll solve all their growth problems.

Take Susan Boyle, for example. 

Her audition on Britain’s Got Talent went viral, and suddenly, she was a global sensation. But with all that fame came immense pressure—and burnout. 

The sudden fame crushed her. She ended up in the hospital, overwhelmed by the attention. 

The same thing can happen in business. You might get a flood of attention, but if you're not ready to handle it, things can spiral out of control fast.

This is the reality of going viral—it can feel like an overnight win, but the pressure and chaos that come with it can be overwhelming, both for individuals and businesses. 

Chasing viral success without being prepared for the consequences can lead to burnout and poor long-term outcomes. 

In fact, I touched on this idea in my newsletter "Is Your Business Addicted to Bad Marketing?," where I dive into bad marketing practices that seem great at first but lead to long-term problems.

Going Viral Can Be Your Doom

Going viral might feel like hitting the jackpot, but that rush of attention isn’t what builds a thriving business.

Companies often hunt for viral hits, hoping for a “magic sales boost."

Sure, you might have everyone talking about you for a moment, but is it the right crowd?

Imagine throwing a party. You invite a few close friends, but then word spreads, and suddenly, your place is packed with people you don’t even know.

Some are just there for the free drinks, and a few might even cause trouble. That’s what happens when businesses go viral without thinking about who they’re attracting. 

You end up with a lot of eyes on you, but most of them aren’t really interested in what you’re offering. They’re just there for the hype.

Pepsi’s 2017 Kendall Jenner Ad

Pepsi aimed for a big viral moment, trying to tap into social justice themes. But they completely misjudged the tone, and the backlash was immediate. 

Instead of positive buzz, they faced outrage for trivializing important issues like Black Lives Matter. 

The result? 

The ad was pulled, Pepsi had to apologize, and their viral moment turned into a PR disaster.

As Seth Godin explains in This is Marketing, trying to talk to everyone is a quick way to talk to no one. 

When you try to please everyone, you lose the chance to connect deeply with the people who actually matter to your business. 

Viral attention may feel like a win, but it rarely builds the kind of trust and loyalty that leads to long-term success.

Going Deep vs Going Wide

Instead of aiming for viral fame, think of your marketing like hosting a cozy dinner party. 

You want a few great guests who care about the conversation, not a room packed with people just there for the snacks, right? 

True business success isn’t about the number of followers—it’s about how deeply you connect with your audience.

Example: Patagonia

Take Patagonia, for example—one of my favorite winter clothing brands. 

They don’t try to appeal to everyone. Instead, they focus on a smaller, niche group of environmentally-conscious consumers who really get their brand values. 

And you know what? 

These people connect deeply with the brand's mission, and because of this, they’re willing to pay more for products that align with their beliefs. 

This goes beyond just clothing—Patagonia has built a movement with customers who advocate for the brand because they believe in what it stands for.

Example: Basecamp

But this concept doesn’t just apply to retail or eCommerce businesses like Patagonia. It’s just as relevant for service and SaaS companies. 

Look at Basecamp, a project management tool that focuses on simplicity and efficiency. 

They’re not trying to be the next big thing for every business out there. 

Instead, they target companies that need a no-nonsense solution, and they deliver real value by staying laser-focused on their core users. 

Basecamp didn't become a leader in their industry by chasing the next big trend or trying to appeal to everyone.

They did by truly understanding their customers’ needs, being opinionated about what great software looks like, and consistently delivering on their promise of a simpler, calmer way to work.

That's how you build a loyal following that sticks with you for the long haul. It has grown sustainably through deep, meaningful relationships with their customers—not viral hype.

Their success shows that going deep with a focused audience can lead to sustainable growth, whether you’re selling products, services, or software.

Why This Makes Sense?

Seth Godin nails this point in This is Marketing. He says the most effective way to grow isn’t by reaching more people, but by reaching the right people. 

Godin emphasizes that businesses should focus on building trust and creating value for a niche audience, rather than trying to appeal to everyone. 

He gives examples of successful companies that focus on serving a small, dedicated community, knowing that these are the people who will stay loyal and spread the word organically.

Whether you’re running an eCommerce store, offering services, or building software, focusing on fewer, engaged followers is the key to lasting loyalty and growth. 

As Allan Dib emphasizes in The 1-Page Marketing Plan, the secret to long-term success is narrowing your focus to a specific market segment and creating value for that audience, instead of casting a wide net.

How to Build Depth with Your Audience

Now that we’ve established that going deep is far more valuable than going viral, let’s talk about how you can start building those meaningful connections with your audience.

A key part of my C.L.E.A.R method involves analyzing audience data to narrow down the most valuable segments to target. It’s incredible to see how this approach boosts conversion rates and sales when you speak directly to the right people.

One of the key lessons from How to Win Friends and Influence People is that people respond best when they feel understood and valued. 

That’s exactly what your business needs to focus on—building relationships where your audience feels like you’re speaking directly to them. I get it, though—writing a personal message to each person is impossible. 

Well, that’s where CRM and AI come into play. You can get remarkably close to that level of personalization with them.

By using hyper-segmentation based on behavior, interests, and interactions, you can deliver messages that feel personal—even to large audiences. 

I dive deeper into how you can do this in my newsletter “3 CRM Secrets for Killer Results.” 

This isn’t about chasing shallow attention—it’s about delivering real value to the people who matter most to your business.

Final Sip

It’s time to stop chasing viral moments and start focusing on what truly drives business success—building deep, meaningful relationships with your core audience. 

Sure, going viral might give you a quick hit of attention, but it doesn’t build the foundation you need for sustainable growth. 

The real magic happens when you connect with the right people, deliver value that resonates with them, and keep them coming back for more.

» So, what’s your next move? 

I want to hear from you—reply to this email and tell me what steps you’re going to take to build deeper relationships with your audience.

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