The Pressure to Go Viral

There was a time when “going viral” meant catching the flu. Now, it’s a gold standard for content success—an elusive, dopamine-laced jackpot that business owners, marketers, and thought leaders chase with the urgency of someone trying to find a lost AirPod.

And who can blame them? In a digital world where attention is currency, virality promises instant visibility, an influx of leads, and the warm glow of industry relevance. But here’s the thing: chasing trends can be the fastest way to lose yourself (and your audience) in the process.

The Trend Trap: Why Everyone Sounds the Same

Let’s talk about LinkedIn for a second. Remember when it was a place for networking and insightful business discussions? Fast forward to today, and it’s an endless scroll of “hot takes,” performative vulnerability, and identical carousel posts promising to “change the way you think about business forever.”

There’s a reason for that. The internet is a feedback loop, and once a format “works,” everyone copies it until it’s drained of originality.

• One person shares a “What I Learned From My Worst Business Failure” post, and suddenly every CEO is trauma-dumping for engagement.
• Someone goes viral with “The Secret to Productivity is Deleting All Your Apps”, and now half of LinkedIn is pretending they don’t use Google Docs.
• The “I Quit My 6-Figure Job to Follow My Passion” story? It’s been done so many times that it now has a predictable three-act structure.

The problem isn’t the trends themselves. Some are genuinely insightful. The problem is that businesses—especially those trying to build credibility—feel pressured to follow them, even when they don’t align with their voice, brand, or values.

Authenticity vs. Algorithm: A Losing Battle?

Algorithms are a fickle beast. They reward consistency and engagement, but they don’t care about depth, nuance, or long-term brand building.

So, what happens? Businesses start creating content for the algorithm, not their audience.

• A cybersecurity firm posts a meme about “quiet quitting” because it’s trending, even though it has nothing to do with cybersecurity.
• A SaaS company suddenly starts posting “hot takes” about generational work habits, even though they sell expense tracking software.
• A leadership coach, known for deep, insightful content, shifts to posting daily one-liners because “short-form performs better.”

Sure, these posts might get some likes, but what do they actually do for the brand? More importantly, does the audience even recognize the brand anymore?

What Happens When You Chase Trends?

1. You Attract the Wrong Audience

Going viral is great—if the right people are watching. But chasing trends can fill your audience with passive spectators, not potential customers.

For example, if you’re an executive coach and you go viral for a joke about corporate jargon, you might gain followers. But are those followers actually decision-makers who need coaching, or are they just here for the memes?

Engagement is only valuable if it’s from the people who matter to your business.

2. You Lose Credibility

The moment your audience senses you’re “performing” for engagement, trust erodes.

Imagine a high-end consulting firm suddenly posting “Canva hacks for startups” just because bite-sized design tips are trending. It might rack up views, but it also makes them look less like experts and more like content influencers.

Consistency in messaging matters. A business that jumps from thought leadership to TikTok dances loses the authority it worked hard to build.

3. You Burn Out (Because Trends Are Exhausting)

If you’re constantly chasing the next viral moment, content creation becomes a full-time hamster wheel.

• What’s trending this week?
• Should we pivot our entire content calendar?
• Is this meme already dead?

It’s unsustainable. And worse, it distracts from what actually grows a business: authentic, strategic messaging that speaks to the right audience over time.

How to Stay Relevant Without Selling Your Soul

So, does this mean you should ignore trends altogether? Not at all. But there’s a difference between following trends and being controlled by them. Here’s how to strike the balance:

1. Know Your Core Message (And Stick to It)

Before jumping on a trend, ask: Does this align with my business and brand?

• If you’re a B2B SaaS company, do you really need to comment on the latest celebrity workplace drama?
• If you’re a fractional COO, does it make sense to post a “hot take” on AI layoffs just because everyone else is?

Your content should serve your long-term positioning, not just your short-term engagement.

2. Be Selective With Trends

Not all trends are bad. Some can be strategically useful—if they fit your voice.

• A finance consultant using a trending “finance bro” meme to illustrate bad investment habits? Great.
• A legal firm explaining “What the latest viral lawsuit means for small businesses”? Smart.
• A leadership coach hopping on a “10-second attention span” trend to discuss workplace focus? Relevant.

Use trends as a tool, not a personality replacement.

3. Play the Long Game

Virality fades. Authority lasts.

Some of the most successful brands—whether in consulting, tech, or leadership—aren’t obsessed with trends. They’re obsessed with clarity.

• They post consistently valuable insights, whether they go viral or not.
• They create evergreen content that gets shared for years.
• They engage their actual audience, not just the loudest voices online.

That’s how you build trust. Not with quick hits, but with content that keeps people coming back.

Your Brand is Not a Trend

The pressure to go viral is real, but so is the cost. Businesses that chase trends at the expense of their identity will always struggle with long-term credibility.

Yes, it’s tempting to jump on the latest viral moment. Yes, it might get you short-term visibility. But if your goal is sustainable growth, brand authority, and real business impact, your focus should be on depth, consistency, and strategic storytelling.

Because at the end of the day? The best content isn’t the one that gets the most views. It’s the one that makes the right people listen. 📣