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Why 'Going Viral' Isn’t a Real Strategy — And What We Do Instead

  • Writer: Pranjali Shukla
    Pranjali Shukla
  • Aug 2
  • 2 min read

At Unscripted Vani, we used to think going viral was the dream. One reel blows up, and boom — fame, followers, DMs, collabs. We chased it. Crafted hooks, followed trends, posted at “optimal times.”


An image split diagonally. On the left, a smartphone emits a chaotic explosion of neon icons and colorful pixels with the text "GOING VIRAL", symbolizing short-lived internet fame. On the right, a stable structure of interlocking gears and blocks, labeled "REAL STRATEGY", rises steadily, representing consistent growth and planned success.

And sometimes, it worked. We’d get a few thousand views, random spikes in likes, maybe a couple of reshares. But then? Silence.


That’s when we realized the uncomfortable truth — going viral isn’t a strategy. It’s a lottery ticket.

We didn’t want to build something that lasted 48 hours. We wanted to build something that lasted 48 months.


Because what no one tells you is: going viral doesn't build community. It doesn’t bring consistency. It doesn’t guarantee conversions.

It's just noise if there’s no strategy underneath.


The Problem With Chasing 'Going Viral'


We were creating for the algorithm, not the audience. And while views came and went, our actual engagement stayed flat.


We’d obsess over that one clip that popped. But we weren’t asking:Did it bring the right people?


Did it start conversations?Did anyone even remember it the next day?

Going viral felt good for the ego, but it didn’t help the mission.


What We Focus on Now Instead of Going Viral


Now, we create content that does three things:

  • Feels real

  • Adds value

  • Sparks conversations


We’re more focused on comments than views. On saves over shares. On the DMs that say, “This hit hard.” That’s how we measure success now.


We still test formats. We still want reach. But the goal isn’t to hack the system. It’s to connect within it.


Because when you build for meaning, going viral might still happen — but it’s a bonus, not the goal.


At Unscripted Vani, we’ve built a strategy based on trust, not trends. We show up with stories that matter, not just ones that trend.


Some posts take off. Some don’t. But every post adds to something real. And that’s the difference.

So if you're a creator, founder, or brand chasing your next viral moment — pause. Ask if your content holds up without the numbers.


If yes, you're already winning.If not, it's time to rethink.

Going viral is a moment. Building loyalty is a strategy.

We chose the second. Every single time

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