The Dark Side of Going Viral...

Read Time: 3 Minutes 10 Seconds

Hey - Robert here.

In today’s edition:

• The hidden problem with only chasing trends

• Why going viral can actually kill your growth

• How to build content that connects (and converts)

When I first started making content, I only had one goal:

Go viral.

I wanted millions of views and a big flood of followers.

And after two months of posting content, it finally happened…

300K views in 24 hours.

2.1M views by the end of the week.

I felt ecstatic, having gained thousands of new followers.

But once the excitement was gone…

I discovered 1 thing.

Despite all the views, I didn’t get a single lead.

And that’s when I learned one of the toughest lessons as a creator:

Virality alone doesn’t build a business. Connection does.

Because real growth comes from connection, not views.

So… how do you actually create content that leads to real growth?

Let’s break it down.

1. Identifying the Problem

Before we talk solutions, here’s why most creators get stuck on the viral hamster wheel:

You see, when you chase trends, you attract everyone.

Not the people you actually want to reach.

The first stage of content is top-of-funnel (TOFU):

That’s where you grab attention and bring people into your world.

But if your content pulls in the wrong audience…

You end up with a following that doesn’t care about your offers or your message.

Let me give you a quick example:

Imagine you own an SEO agency for dentists.

Your goal would be to make marketing videos about dentistry.

But instead of focusing on your niche, you decide to go broad…

So you make a video about the top 5 SEO tips to grow your local business.

This video takes off, and you get 200K views overnight.

But here’s the problem:

Your audience is filled with random local business owners, not dentists.

Now, the next time you post dental-specific advice, it flops.

Because the audience isn’t aligned.

Worse: The algorithm learns the wrong signals about who your content is for.

This is why chasing trends for reach (without strategy) kills growth.

So, let’s get to the solution.

2. From attention to connection

So, how do you avoid the trap?

Get intentional about who you're speaking to.

Define your ‘‘why’’

1. Why are you creating content?

2. What problem are you helping people solve?

3. What makes you different from everyone else sharing similar tips?

Know your target audience

1. What are their daily struggles?

2. What are they obsessed with?

3. What keeps them up at night?

When you speak directly to one person, your message will become clear.

You won’t be throwing content at the wall and hoping it sticks.

You’ll be crafting it for the exact person who needs to hear it.

3. Should you use trends?

Quick answer: Yes, but only if they serve your audience.

Trends can be great for top-of-funnel growth.

But they should only support your strategy, not become your strategy.

If you want to use a trend, ask yourself these 3 questions:

1. Does this speak directly to my target audience?

2. Does this help me lead them toward my goal?

3. Is my target audience aligned with this trend?

Virality isn’t the real problem.

Virality at all costs is.

Because your goal is to go viral with the right people.

If you found this helpful, reply and let me know - I read every message :)

See you on Wednesday,

Robert