I Wasted Months Chasing Viral Content. This Unlikely Strategy Brought Me Real Customers. Viral success is unpredictable, short-lived and rarely translates into long-term business growth — do this instead.

Going viral on social media sounds great, right? One big post, and suddenly, your brand is everywhere. But here's the problem: Viral success is unpredictable, short-lived and rarely translates into long-term business growth.

I know this firsthand. With millions of followers across LinkedIn, Instagram and YouTube and a track record of building successful digital marketing campaigns, my approach to social media isn't about chasing trends. It's about creating content that drives real business results. I've helped brands (including my own) scale sustainably without relying on fleeting viral moments.

If you're an entrepreneur, you need a social media strategy that works every day, not just when the algorithm blesses you. Instead of chasing viral content, let's talk about how to build a sustainable and profitable social media presence that actually helps your business grow.

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Why viral content isn't the answer

A lot of business owners fall into the trap of thinking that one viral post will solve all their marketing problems. But that's not how social media works. Virality might get you a burst of attention, but it doesn't create long-term brand awareness, trust or conversions. What really matters is engagement, consistency and content that provides real value to your audience. Here's why relying on viral content is a losing strategy:

1. Viral posts don't build a loyal audience

Sure, a post might get a million views, but how many of those viewers actually care about your business? Virality is often fueled by entertainment, controversy or shock value — none of which guarantee long-term engagement.

2. The algorithm is unpredictable

Social media platforms are constantly changing. What worked last week might flop today. If your strategy relies on hitting viral gold, you're gambling with your business's visibility.

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3. Virality doesn't always convert

Many viral posts bring in passive viewers, not paying customers. A funny meme might get shares, but does it drive sales? Probably not. A strategic, consistent content approach does.

What to do instead (a smarter social media strategy):

If chasing virality isn't the answer, what is? Building a strong, engaged community that trusts your brand and converts into customers. Here's how to do it.

1. Follow the 80/20 rule

One of the biggest lessons I've learned in social media strategy is balancing content types. I follow the 80/20 rule: 80% of content should educate, entertain or inform, while 20% should directly promote your brand.

That means sharing industry insights, posting short-form videos that provide real value, telling success stories and creating thought leadership content that humanizes the brand. This keeps your audience engaged while still exposing them to your business.

2. Leverage consistency over virality

Build a steady stream of engagement by posting valuable content at least three to five times a week and using a mix of formats like videos, carousels, text posts and stories. Aligning your messaging with your brand values is also a must. It builds loyalty and trust while striking deeper connections with your audience and building community. And that can pay off in the form of sustained engagement.

3. Create conversations, not just content

Engagement isn't just about posting — it's about interacting. Asking your audience questions, replying to comments quickly and authentically and starting discussions around industry trends all help boost visibility. The more you engage, the more the algorithm favors your content. Plus, real conversations tell you exactly what your audience cares about.

4. Focus on short-form video and thought leadership

Short-form video dominates social media right now. Platforms like Instagram Reels, TikTok and YouTube Shorts drive the most engagement, making them a must in your strategy. Some of the methods I've seen gain success include:

• Using quick video content to deliver valuable insights
• Featuring thought leaders from my team to build credibility
• Sharing behind-the-scenes content helps put a human face to your brand while also positioning your team as industry experts.

My agency, NP Digital's LinkedIn page, is a great example of this. It makes sure you see insights from me and members of the NP Digital team in a short video format.

5. Prioritize owned media and community building

Social media platforms own your reach, so you can't rely on them alone. If Instagram or TikTok changes their algorithm tomorrow, you could lose access to your audience overnight. That's why it's critical to grow your email list, build a community through private groups or memberships and drive traffic back to your website. Focusing on owned media safeguards your brand against sudden changes.

6. Use data to refine your strategy

Instead of hoping for a viral post, track what actually works. Pay attention to the posts that get the most comments and saves, the content that drives traffic to your website and the topics that generate the most discussion. Analytics help you double down on what's effective instead of chasing trends that may not matter.

7. Collaborate with industry influencers

The right influencer partnerships can expand your reach and boost credibility. Working with niche influencers who align with your brand values, co-creating content that benefits both audiences and engaging with their content to encourage cross-promotion all help strengthen your presence.

For a client project with Adobe, the NP Digital team used micro-influencers to promote four data-driven assets on remote work, tech history, online real estate and documents for retirement, helping reach a million relevant followers. This new audience helped increase awareness, traffic and downloads for those assets.

8. Use social media as a customer service tool

Great social media isn't just about marketing — it's about relationships. Respond to customer inquiries in real time, address feedback publicly and professionally and use direct messages to build deeper connections. These are ways to turn social media into a powerful customer service channel.

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How to build your own social media campaign

Now that you have a clear strategy, how do you put it into action? Here's a simple step-by-step guide to creating a campaign that works:

1. Set clear goals

If you don't know what success looks like, how will you measure it? Define your objectives upfront — whether it's brand awareness, engagement, lead generation or sales. Your goals will shape your content strategy, platform choice and key performance indicators (KPIs). Use the SMART method.

2. Identify your audience

The best content won't matter if it's reaching the wrong people. Get clear on who you're speaking to by researching demographics, interests and online behaviors.

• Use platform insights, Google Analytics and customer feedback to define your ideal customer.
• Think beyond basic demographics — what are their challenges, aspirations and preferred content formats?
• Create detailed audience personas to guide your messaging and tone.

For instance, A business-to-business (B2B) audience on LinkedIn may prefer thought leadership, case studies and industry debates, while a younger, trend-driven audience on TikTok craves short, engaging and unfiltered content.

Related: Using Customer Behavior to Maximize Your Online Presence

3. Choose the right platforms

Not every platform is worth your time. Focus on the ones where your audience actually spends time. Your platform strategy should align with your goals — for example, if you want high engagement, LinkedIn polls and Instagram Reels might work better than static Facebook posts.

4. Plan your content mix

A balanced content strategy is key. Remember the 80/20 rule — 80% value-driven and 20% promotional.

Here's what that mix could look like:

• Educational content: Industry insights, expert tips and case studies
• Engagement-driven content: Polls, "Ask the Audience" posts, interactive Q&A sessions
• Behind-the-scenes content: Meet the team, workplace culture, project sneak peeks
• Promotional content: Product demos, success stories and testimonials

It's also essential to tailor your content to each platform's unique audience. For example, a TikTok audience may respond better to snappy, informal explainer videos, while LinkedIn users prefer well-researched, data-backed posts.

5. Create a posting schedule

Consistency matters. Use a content calendar to stay on track — the goal is to post frequently without overwhelming your audience.

• Post at least three to five times a week on major platforms.
• Engage before and after posting to boost algorithm reach.
• Schedule content around trends and industry updates to stay relevant.

6. Engage with your audience

Social media isn't just about posting — It's about starting conversations. The more engagement you generate, the better your content performs.

• Reply to comments and DMs quickly — this builds relationships and favors the algorithm.
• Ask thought-provoking questions to encourage discussion.
• Leverage user-generated content (UGC) — highlight customer testimonials or case studies.
• Use humor and relatability when appropriate — memes and "inside industry" jokes perform well on LinkedIn and Instagram.
  • Note that there needs to be a relevant CTA follow-up here to translate that drawing power into something relevant to your business goals, like tying the meme to a product or service.

7. Track and optimize performance

Data should drive every decision. Instead of guessing what works, track performance and adjust accordingly.

• Monitor key metrics like engagement rates, shares, saves and conversions.
• Use platform analytics and A/B test different content types (e.g., carousel vs. video on LinkedIn).
• Repurpose and repost high-performing content with a fresh spin.

8. Gamify and incentivize engagement

Make engagement rewarding to encourage active participation. Here's how:

• Run "Comment-to-Access" giveaways (e.g., comment "LinkedIn" to get a free B2B marketing checklist).
• Use polls and quizzes to encourage participation.
• Launch a branded hashtag challenge on TikTok.

10. Adapt to social media trends

Social media evolves fast. Stay ahead by:

• Jumping on trending audio and formats (especially on TikTok).
• Testing AI-driven tools for content creation and engagement.
• Staying up to date with platform algorithm changes.

Conclusion

Going viral is a lottery ticket. A strategic, value-driven approach is a business plan.

Social media success isn't about one big moment — it's about showing up consistently, delivering value and engaging with your audience in a meaningful way.

Entrepreneurs who understand this don't waste time chasing fleeting attention. They build brands that last.

Want sustainable growth? Forget viral. Build value.