Do You Agree? In the Social Media Era, Going Viral Is Often Seen as the Main Goal
In today’s social media era, going viral is often considered the ultimate objective. Many brands and MSMEs (SMEs) compete to create content that gets widely talked about, watched millions of times, and flooded with comments.
However, unfortunately, going viral does not always mean higher sales. Wait—how can that be?
The fact is, there are many viral contents that do not have a significant impact on sales. Why does this happen? Let’s break it down.
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Viral ≠ Relevant to the Product
Content can go viral for many reasons—it might be funny, controversial, or highly relatable. But often, it has little to no direct connection to the product being sold.
For example:
A funny video gets millions of views
But the audience doesn’t actually understand what is being sold
In the end, the brand gains exposure, but not conversions.
The Wrong Audience
Viral content often reaches an audience that is too broad and not aligned with the target market.
For example:
A niche MSME product
But the content goes viral among a general audience that doesn’t need the product
The result? High views, but stagnant sales.
No Clear Call to Action
Many viral contents stop at entertainment. Without a clear CTA such as:
“Buy here”
“Check the link in bio”
“DM to order”
the audience doesn’t know what to do next.
The Brand Is Not Remembered
Content that focuses too much on trends often leads to this situation:
People remember the video
But forget the brand behind it
This makes awareness short-lived and ineffective.
Not Supported by a Sales System
Viral content without:
A landing page
A microsite
A website
A clear purchase link
will lose momentum. When people become interested, they don’t know where to go next.
So, What’s More Important Than Going Viral?
There are things far more important than virality itself:
1. Targeted Content
It’s better to have:
10,000 views from potential buyers than
1 million views from irrelevant audiences.
2. A Clear Flow: Content → Link → Action
Make sure that after watching the content:
The link is easy to access
Product information is clear
The purchasing process is simple
3. Build Trust, Not Just Sensation
Testimonials, product education, and relevant storytelling are often far more effective in driving sales than short-lived viral content.