Going Viral Is Not a Strategy: What Happens After Your 15 Minutes of Fame?
Every few months, a new viral sensation emerges online and people want to know how it happened and how they can do the same thing. Going viral can introduce you to millions of people in a matter of hours; it can generate media coverage, attract commercial opportunities and completely transform somebody's life trajectory almost overnight. What interests me more, however, is what happens after the attention. So many people are focused on becoming viral when they should be focused on becoming memorable.
We are living in a time where social media has become a more powerful force in shaping public conversations than many traditional media outlets. A video recorded on a smartphone can generate more engagement than a carefully planned advertising campaign. A single post can spark national debate, launch a business or change somebody's life which is what makes virality so exciting. It creates the impression that anyone, regardless of their background, can suddenly find themselves at the centre of public attention.
The reality is that while there are certainly ways to increase your chances of being noticed, virality remains surprisingly unpredictable. You can build a strong community, understand your audience, consistently create content that resonates and develop a distinctive voice and perspective. However, if virality could be reliably manufactured, everybody would be doing it. The very reason it captures our collective imagination is because there is still an element of surprise involved.
The internet users has an extraordinary ability to reward authenticity and reject anything that feels overly calculated. People are far more likely to engage with something that feels genuine, spontaneous or culturally relevant than something that appears to have been designed by committee. Although I’m mindful that in this digital era generative ai may be making this level of discernment more tricky to navigate.
Some of the biggest viral moments in recent years have come from ordinary people who simply happened to share content at the right time with the right energy. Others have come from creators who have spent years building trust with their audiences and therefore understand exactly how to spark engagement. The two are often grouped together under the same banner of "going viral", but they are very different; one is largely accidental whilst the other is usually the result of consistency, audience insight and years of work that most people never see.
I want people to remember that attention is not the same thing as influence and it is certainly not the same thing as reputation. A million views can introduce people to your name, but they do not automatically give people a reason to trust you, work with you or continue following your journey. This is where personal branding becomes particularly important. If thousands of people suddenly discover you tomorrow, what would they find? Would they understand who you are, what you stand for and what you want to be known for? Would they see a clear story or simply a single moment that happened to capture public attention? Going viral can bring people to your profile but your personal brand is what determines whether they stay.
I have seen people become consumed by the pursuit of virality and end up spending hours trying to crack the algorithm, replicate trends and manufacture attention. In doing so, they often lose sight of what actually matters. The people who build lasting careers online (and offline) are not necessarily the people who go viral most often, they’re the people who understand how to turn visibility into credibility.
Every year, new personalities emerge online and dominate timelines for a few days or weeks. Some are interviewed by major media outlets and receive lucrative brand offers. Yet many disappear from public consciousness almost as quickly as they arrived. The individuals who continue to grow are usually those who recognise that visibility is only valuable when it is connected to something more substantial.
There is also a side of virality that people rarely talk about. Most people imagine the opportunities, follower growth, the positive comments and the media attention. Not enough people think about the pressure that comes with sudden visibility. Going from relative anonymity to being discussed by thousands of strangers can be overwhelming. Managing that experience requires a level of resilience that many people are not prepared for because they never expected to receive that level of attention in the first place. This is one of the reasons I often recommend media training to people who find themselves receiving significant public attention. You do not necessarily need a publicist the moment you go viral but you do need to understand how to communicate effectively when opportunities arise. The ability to articulate your message clearly and confidently can make a significant difference to how successfully you navigate those opportunities.
Perhaps the biggest misconception about virality is the belief that it automatically creates long-term success, it doesn’t. Virality creates awareness but what you do with that awareness is entirely up to you. Some people use it to launch businesses, build communities and establish themselves as credible voices within their industries. Others spend months trying to recreate the same moment, chasing an outcome that was never fully within their control to begin with. I have always been more interested in longevity than hype, in what happens after the headlines fade and the notifications slow down. I am interested in how people build reputations that last beyond a single news cycle. I am interested in how visibility can be used intentionally rather than accidentally.
Going viral can be exciting and transformative. It can open doors that were previously closed. However, the real opportunity is not the viral moment itself. The real opportunity lies in what you build once you have people's attention. Long after social media users have moved on to its next obsession, your reputation, your relationships and your personal brand are what remain. That is why becoming memorable will always matter more than becoming viral.
This 1:1 media training coaching session is ideal for any brand ambassadors, professionals, public figures or business owners who will be undertaking media interviews or public speaking for the first time or who needs to improve on their delivery.
After working with me you will become more confident in how you speak to journalists and members of the press. You will get a better understanding of how the press works and how to answer questions about your area of expertise with confidence and clarity. You will feel empowered and safe throughout our sessions and will takeaway practical tips to solidify your understanding of how to speak to the press.
This media training coaching session is for you if:
You have been approached to engage with the press and are uncertain about the message you want to relay
You want to improve how you articulate yourself to the media
You have a new product or service which you need to promote and want to actively engage with the media
You are ready to improve your visibility beyond social media
You have a story that you want to share with the world and are uncertain about how to share it
Clients who have booked this session have left with the confidence to engage with the media and actively use their voice across multiple platforms in an authentic and engaging way. My clients have established clarity of voice and message which has allowed them to have a lasting impact when they engage with the media. Read what past clients have to say about the media training sessions here.
The training will cover:
Brand awareness - Clarity of message pertaining to the brand or core idea of service.
Tone and Public speaking - Tips on the best delivery of your message.
Confidence building - getting over nerves, boosting your self-esteem and maintaining your authenticity/truth.
Personal branding - Understanding who you are and what message you want to share with the media.
Media relations - Understanding the media platforms that you will engage with.
The relationship between social media and the press.
How to handle a crisis.
We will also undertake scenarios in which you will learn how to handle various stages of media attention - including role play and interview practice. It will include a 1 or 2 hour video call or face to face Session and written follow up summary.
Cancellations* must be made within 7 days of order being placed. After which point a refund will be made less a £50 termination fee. This is based on no work being undertaken. If work has already commenced services are not refundable but transferable. Cancellations on the grounds of a change of business circumstances.