The opposite of viral

I know a lot of content creators (bloggers, video creators, etc.) would love for a post to go viral. It is one of those fascinations when you start a blog or video channel and wonder what going viral might be like. It doesn’t help that you see all sorts of random content go viral and think – “Hang on a second, so much of my stuff is better/funnier/nicer/more meaningful, etc.”

After nearly 7 years/3365 posts, my learning has been to not hope for viral. In fact, I’d even say – dread viral; because viral brings fleeting fame and you don’t really want fleeting fame. You’ll find many who’ll show up to read that one post or watch that one video and simply go away. The spike in your analytics will soon be gone as well. Nothing tangible would have been built.

Instead, focus on slow organic growth (the keyword here is slow because it is incredibly slow). Delight one reader or viewer at a time. Over time, if you are lucky and good, you’ll find a small group of influential readers who begin spreading the word about your work. Now, instead of one reader, you’ll have two who show up every day. Then 3, then 4, and soon, it catches on. The nice thing about such growth is that you grow with your reputation. You learn how to build your video channel in a sustainable fashion and don’t resort to gimmicks. That builds trust and trust is how important things are built.

Viral, on the other hand, is devoid of trust and, as a result, a sham. You deserve better. Those whom you delight and serve deserve better too. So, if you are creating content, I wish you the opposite of viral. And, I wish you the strength and courage to keep at it for 10 years. Rome was not built in a day. Enron was.