How do I begin?
Tell me, wouldn’t you like if your content goes viral every time you post?
Don’t you just love seeing the numbers, the metrics, the likes, shares, comments, the encouragements?
And the dopamine rush, when you say, “Oh, this post is going viral.”
When people tell you, “I saw your viral post.”
That feeling, that good feeling, almost like a drug.
The viral high can last three days, sometimes even a month.
It gets crazier when it’s one of your first.
It feels like the sky itself is clapping for you.
The Cause
What makes content go viral?
Going viral on different platforms has its own approach.
A good picture can make you viral on Instagram.
A witty response can do it on X (Twitter).
A career win might carry you on LinkedIn.
A thoughtful piece like this could travel far on Substack.
A funny five second reaction can explode on TikTok.
Algorithm, timing, SEO, music, trends can also greatly contribute to this.
Sometimes you plan it.
Most times, you don’t.
You just wake up to red notifications.
You tap in slowly, then all at once.
You watch strangers react, comment, share, debate.
The Curse
When the viral high wears off, two things usually happen.
You try to recreate it.
Same tone. Same format. Same timing.
Sometimes it works, the cheers come back. Again and again.
Until one day, they don’t.
Other times, it doesn’t work at all.
Now you’re doing everything “right,” yet you’re back to your usual views.
And you ask yourself, “Is my content not good enough anymore?”
You already know the answer isn’t really about the content.
But the sinking feeling still sits there.
No one is talking about your last viral post anymore.
They’ve scrolled past it, onto another one the algorithm served them.
If you’re unlucky, you hear it out loud,
“Dem no dey hear your gbedu again.”
“Stop milking this.”
“Wrap it up.”
It stings. It hurts.
Because you’ve always been putting in the work.
Let me ask you,
Can you name ten viral posts from 2020 without a reference?
Exactly.
So you hide your engagement numbers, if the app allows it.
Not because you don’t care,
but because you care too much.
Eventually, you find yourself hovering over the “Hide Like Count” button, if the app allows it. Not because you don’t care,
but because you care too much.
Matter of fact, you’re embarrassed.
The Cost
This is where it gets expensive.
Not money wise, no, no, you haven’t even gotten to the stage of promoting your content.
Fatigue wise.
Output wise.
You start losing originality in exchange for virality.
You lose authenticity and go for what you think will spark reactions.
What will people like to see?
Will this spark reactions?
You convince yourself it’s strategy.
This will cause a reaction, you say, as you hit send, rubbing your palms together, eyes widened, waiting for the first notification.
The first notification rings.
Then they scarcely come in.
You leave your device.
You pick it back up.
You check again.
Did it work?
Did I go viral again yet?
Refresh.
Refresh.
Refresh.
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