"The Viral Obsession vs. Sustainable Growth"
Written by: Marina Townsend
For a while now, I’ve wondered about the obsession with going viral. I used to assume that anyone chasing that viral moment was simply seeking fame, and I’ve never quite understood the desire for fame. But then I opened my eyes and ears and realised that, for the most part, it’s about work. TikTok creators are making money, but to do that, you need a minimum of 10,000 followers and at least one video with 100,000 views in the last 30 days to qualify for the creator fund. Naturally, the quickest way to achieve this is by going viral, so what we’re seeing is a lot of people working towards the same goal, following a blueprint set by those already earning.
When looking at the top viral videos, Zach King was number one – and to be fair, his content is great. It’s not life-changing, but it’s entertaining. The rest were a mix of pet and baby posts, and of course, the classic 10-second clip of a pretty girl doing almost nothing. Having a niche doesn’t necessarily guarantee a viral moment, and more and more people are realising that sharing their lives doesn’t always fit into a tidy niche, as our lives aren’t linear.
Social media holds so much power, and while we acknowledge it as a fantastic tool that everyone has access to, it has also become an unspoken dictatorship of success. For those of us living in the real world, we know that success isn’t defined by what strangers think. It’s determined by your own interpretation.
Going viral consistently for a talent or craft confirms that what you’ve been practising and perfecting is liked by a significant portion of the world – and I would argue that’s a form of success. But, let’s say a series of viral moments catches the attention of a well-known ‘celebrity’ who buys your signature piece. This leads to that item and a few other styles selling out. You gain thousands of followers, but as the hype fades, it only reignites when another celeb wears your item. There’s no consistency, and you still need to work a full-time job for reliable income each month.
Now, let’s say you don’t go viral, but you continue to demonstrate excellence in your craft. Instead, you build a loyal community of consumers who appreciate your design and quality, and they recommend you to their friends, who recommend you to theirs. Over time, you build an offline community that provides a steady income and growth year after year. You’re able to focus solely on your brand, and eventually, you’re recognised by the British Fashion Council. You may not be known by face, but your brand is known for its design and craftsmanship, not just for who wore it.
Which would you choose? The viral moment that fast-tracks you as a designer, gets you invited to places you never imagined, rubbing shoulders with the best of the best, but ultimately stifles your growth because you weren’t prepared for the impact of going viral?
Both scenarios validate your talent, and both have the potential to transform your life in major ways. But we place so much emphasis on going viral that we sometimes lose sight of what success truly is. Success has to be a decision made by you. What does it look like to you? What does it actually take not only to achieve it, but to sustain it? And how will you continue to evolve?
Perhaps the real question is whether money equals success, or if the desire to go viral is simply an accessible way to make money in a world that’s bleeding many of us dry.