#126 - 3/11/25 Downside of Viral

Today, we’re talking about the downside of going viral – a topic not often discussed. While going viral brings excitement, it can come with unexpected challenges.

• The rush of virality: Watching views and comments flood in is exciting, and it feels like a dopamine rush. But the flood of activity also has negative consequences.
• Clogged comment feeds: With viral videos, it becomes impossible to keep up with comments. The feed becomes flooded, and the sheer volume makes it difficult to stay connected to older posts or important messages. Business owners might miss comments related to their actual product or services because the viral video steals all the attention.
• The impact on communication: It’s frustrating when you can’t see or respond to comments on older videos. The viral video often clogs everything up.
• A case example (Nicola @made.with.mud on TikTok): A viral video might not always benefit your business. For example, a clothing line video went viral for a potter, overshadowing her pottery-focused posts.
• Follower numbers and video content value: Stats show that a viral video with less value (e.g., quick tips) generates fewer committed followers compared to videos with more valuable content, even if the views are lower.
  • Example: A 700,000-view tutorial gained 11,000 followers. A 5-million-view video only gained 9,000 followers.
  • People tend to follow when they see long term value and get invested in your content.
• Engagement insights: It’s not just about views. Forwarding and favoriting a video hold more weight than likes or comments for algorithm engagement.
• The importance of content value over views: The key takeaway is that the quality of engagement matters more than the quantity of views. Followers are less important than getting your content in front of the right people.
• Closing thoughts: Going viral can be a double-edged sword. It’s crucial to focus on creating valuable content that keeps your audience invested in you.

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