In the fast-evolving world of content creation, the idea of “going viral” can feel like the ultimate achievement.

A single post or video spreading like wildfire can bring instant fame, a flood of new followers, and even profitable opportunities.

But as tempting as it may be, is virality truly more important than building meaningful, long-term engagement?

In this article, we’ll explore the psychology behind viral content, the strategies major media outlets use to achieve visibility, and how businesses, especially SMEs, can evaluate the real impact of going viral.

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Why Virality Is So Tempting

Let’s face it—everyone dreams of their content “blowing up.” Viral moments can generate unprecedented attention.

But what drives people to share content?

A study by Berger, Milkman et al. revealed that emotion plays a crucial role.

Content that evokes strong, high-arousal emotions—like awe, anger, or anxiety—is far more likely to be shared.

For instance, have you ever been so amazed by a story or infuriated by an issue that you felt compelled to pass it on?

That emotional trigger is at the heart of virality.

While viral content can supercharge visibility, it’s essential to question its long-term value.

Does it align with your goals, and can your business sustain the momentum once the viral wave subsides?

Lessons from Leading Media Brands

Prominent media outlets have mastered the art of balancing viral appeal with credibility. According to research by Denisova, these brands use strategic approaches to boost their reach while prioritising audience trust.

Their winning strategies include:

• • Visual Storytelling: Attention-grabbing visuals, short-form videos, and engaging infographics help these outlets stand out in crowded feeds. For example, The Economist uses concise, captioned videos to break down complex topics, providing instant value.

• • Trending Topics with Integrity: Covering popular themes such as sustainability, health, or relatable human experiences increases shareability. However, authenticity remains key—these brands avoid clickbait and focus on meaningful content.

• • Community Building: Establishing dedicated groups, forums, or fan pages fosters loyalty. Tagging influencers or public figures can amplify their message and reach the right audience segments.

By integrating these tactics into their strategies, these media giants demonstrate that virality and trust can coexist when handled thoughtfully.

The Pitfalls of Viral Fame

While going viral may seem like the holy grail of content marketing, it comes with significant risks:

• • Loss of Control: Viral content can spiral out of its intended context, leading to misinterpretation or reputational damage.

• • Short-Lived Attention: Viral fame is often fleeting and may not translate into meaningful engagement or lasting relationships.

• • Dependence on Algorithms: Over-reliance on social media algorithms makes virality an unpredictable and unsustainable strategy, especially as platforms frequently adjust their algorithms.

For SMEs, these challenges highlight the need to focus on strategies that prioritise long-term customer loyalty and business growth.

How SMEs Can Assess the True Impact of Virality

If you’re wondering how to measure whether a viral moment is worth the effort, tools like the NorthStar Toolboxcan help.

NorthStar’s innovative combination of bespoke software and advanced analytics enables SMEs to assess the effectiveness of their content strategies, including viral campaigns.

With NorthStar, you can:

• • Analyse audience reactions to viral content to determine whether it drives engagement, conversions, or sales.

• • Measure key metrics such as reach, retention rates, and ROI to assess the long-term impact of viral efforts.

• • Create bespoke tools tailored to your business needs, helping you craft a content strategy that balances viral potential with meaningful engagement.

By partnering with NorthStar, SMEs gain actionable insights to decide whether going viral aligns with their overall objectives—or if a steady, loyal audience is the better investment.

Building Engagement: The Smarter Goal

So, is virality still relevant?

Absolutely—but it’s not the ultimate goal.

While a viral post might attract a burst of attention, sustained engagement builds stronger customer relationships and long-term success.

Here are four steps to focus on sustainable growth:

1. 1. Prioritise Value: Create high-quality, authentic content that solves problems or resonates emotionally with your audience.

1. 1. Track the Right Metrics: Look beyond likes and shares—measure customer retention, lifetime value, and advocacy to understand your impact.

1. 1. Diversify Content Formats: Experiment with blogs, videos, and interactive media to reduce dependence on platform algorithms.

1. 1. Foster Real Connections: Engage directly with your audience by responding to comments, hosting discussions, and creating community spaces.

At the end of the day, viral fame is a fleeting high, while engagement is a long-term relationship. For creators and SMEs alike, the key to success lies in crafting content that connects deeply with your audience and inspires loyalty.

Ready to assess whether your content strategy is driving real results? Discover how the NorthStar Toolbox can help you analyse, optimise, and execute a strategy that’s tailored to your business goals. Let’s focus on building something that lasts.