The Pros and Cons of Going Viral
As a social media strategist with 10 years’ experience working in advertising and PR agencies, I decided to practice what I preached. So I took the leap and launched my own Instagram channel.
Little did I know, this decision would lead to me going viral. It was quite the roller coaster ride!
In this blog, I will share my journey and discuss the pros and cons of going viral on Instagram.
The Birth of Candid Social
After freelancing for some time and facing a challenging job market, I decided to set up my own Instagram channel called Candid Social.
I chose the name "Candid" to reflect my intention of being transparent and authentic in sharing my industry knowledge. I want to candidly cut through the marketing jargon that often confuses people.
So, in August 2023 I started posting tips, tricks, and insights about social media and the services I could offer.
Going Viral: A Wild Ride
As I observed other creators finding success with tutorial reels on Instagram, I decided to give it a try.
After a few weeks of consistently creating and sharing tutorial reels, one of them took off and went viral.
To my astonishment, the views grew and grew. It’s currently sitting at 6.8 million views.
The sudden surge in popularity brought about a wave of attention, inquiries about my business, and a rapid increase in followers.
Within a short period of time, my follower count skyrocketed from under 100 to 100,000. It was incredible to witness the growth firsthand.
In just four weeks, I went from having 600 followers to an astonishing 60,000 followers.
I'm truly grateful for these results, however, there are also downsides to going viral at such a rapid pace.
The Pros and Cons of Going Viral
Pros:
Increased Follower Count: Going viral led to a significant increase in my number of followers. It allowed me to reach a much larger audience and expand my brand's visibility.
Business Opportunities: The sudden rise in popularity translated into tangible business opportunities. I was able to sell out my management services and collaborate on online masterclasses and courses.
Credibility: While I often state that follower numbers aren’t the be-all and end-all, I can’t deny there is an amount of clout and credibility that comes with a higher follower count.
Cons:
Unwanted Followers: Not all the new followers I gained were my target audience. Going viral means attracting a diverse range of people, and not everyone will be interested in the specific content I create for my intended audience.
Follower Decline: After the initial wave of virality subsided, I noticed a decline in my follower count. People who followed me during the viral period started unfollowing, resulting in a net loss of followers.
Engagement Challenges: With a larger following, maintaining engagement became more challenging. Many creators who experienced a similar drop in engagement opted to start anew with a fresh account rather than struggling to regain engagement on their existing one.
Lessons Learned and Moving Forward
While going viral brought me initial success and catapulted my business, it also presented challenges.
To weather these challenges and continue growing, I'm diversifying my content and exploring other platforms like YouTube. I believe content creation should be a creative outlet and a source of enjoyment, even if it serves a business purpose.
Ultimately, I don't recommend aiming to go viral as a primary business objective.
It's important to have a long-term strategy and focus on building a loyal and engaged audience within your target market.
Virality can be unpredictable and largely driven by luck.
If you're interested in learning more about Instagram, social media growth for small businesses, and my personal journey, please subscribe to my YouTube channel.
I'm excited for the future of Candid Social, and I can't wait to share more of my expertise and personal experiences.
Thank you for joining me on this wild ride!
