Everyone’s obsessed with “going viral,” but quiet consistency pays 10x more.

Do you think virality matters anymore or is it just digital noise?

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If you are consistently not getting any engagement, I think that isn’t going far. There is a huge push for that viral 1 million-plus views, but that means nothing if there is no follow-through either.

It can matter if if gets people talking about the brand, even for a few days. The problem with virality is that it could also be useless, in that something that goes viral may be forgotten just as quickly. The impact of viral content can be all over the map, so it's not something anyone can count on.

no going viral is not as great as everyone thinks it is. Clients are obsessed with going viral, but I’m like what end, what do you think happens when you go viral.

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