No, Going Viral Is Not a Strategy: What Actually Works in 2025

Why real engagement beats reach and how a good social media manager plans for both.

“Let’s just make it go viral.”

If only it were that simple.

In a world where one TikTok video can catapult a brand from unknown to overnight success, it’s easy to think virality is the goal. But in 2025, that thinking is not just outdated, it’s dangerous. Because while a viral post might bring a flood of likes or new followers, it doesn’t guarantee long-term impact, loyal customers or actual revenue.

Virality is a moment. Strategy is a plan. And if your entire marketing effort hinges on going viral, you’re gambling your brand on luck instead of building it with intention.

Here’s why real engagement beats reach and what smart social media managers are doing differently this year.

Virality Is a Spike, Not a Strategy

Let’s be clear: going viral can be a great thing. But it’s not the same as being consistent, trusted or profitable.

A viral post might boost your visibility for a few days. But what happens when the hype fades? If there’s no follow-up content, no clear call-to-action and no consistent message to back it up, your audience disappears just as fast as they came.

In fact, studies show that a huge number of users who follow a brand after a viral post unfollow within a month if the content doesn’t stay consistent with their interests. Virality without value is just noise.

What Actually Works in 2025: A Real Strategy

1. Community Over Clout

Instead of chasing views, social media managers in 2025 are focusing on building communities. It’s not about how many people see your post, but it’s about how many care enough to engage with it.

That means:

• Asking questions that spark real conversation

• Sharing behind-the-scenes moments that humanize your brand

• Creating relatable, valuable content your audience wants to share

  
  

A report from Sprout Social found that 48% of consumers are more likely to buy from brands that engage with them online in a meaningful way. Real connection is what creates real conversions.

2. Consistency Over Chaos

The algorithm rewards consistency. So do people.

Social media managers know that success comes from posting with purpose—not panic. They plan out content calendars, build campaigns around product launches or events and stay flexible enough to adjust in real time.

In 2025, audiences expect:

• Reliable posting schedules

• Clear messaging and tone

• Quality over quantity

  
  

Gone are the days of “just post something.” Now, every post is part of a larger narrative. One that reflects the brand’s values, goals and voice.

3. Content With a Funnel in Mind

Great content doesn’t just entertain, it guides.

A smart social media manager creates content with multiple touchpoints in mind:

• Top-of-funnel posts that attract attention (like relatable reels or funny memes)

• Mid-funnel content that educates and builds trust (like carousels, testimonials, or value-driven tips)

• Bottom-of-funnel posts that convert (like product promos, service highlights, or limited-time offers)

  
  

Virality might get people in the door, but a content funnel walks them to checkout.

4. Storytelling That Converts

People don’t remember ads, they remember stories.

In 2025, storytelling is still the most powerful marketing tool. Social media managers use stories to turn data into emotion and brands into people. Whether it's a founder sharing a personal journey or a customer success story, emotional content drives action.

Narrative content increases user engagement. Want to sell something? Start with a story.

5. Analytics That Actually Matter

Reach is only one metric and it’s often the least important.

Good social media managers don’t just celebrate high impressions. They dig deeper into:

• Saves

• Shares

• Click-through rates

• Follower growth over time

• DM inquiries

• Conversions

  
  

They use analytics to refine content, test new formats and double down on what’s working. Viral moments are cool. Data-driven progress is better.

So, What Should You Be Asking Instead?

If you’re sitting in a marketing meeting asking, “How can we go viral?”, try shifting the question.

Ask:

• “How can we create content our audience actually cares about?”

• “How do we show up consistently and with value?”

• “What content drives conversions, not just clicks?”

• “Are we building a brand, or just chasing trends?”

  
  

Going viral isn’t a plan. Building trust is.

The Bottom Line

Social media in 2025 isn’t just about reach, it’s about resonance.

You don’t need a million followers. You need the right followers, ones who trust your brand, share your content and come back for more.

That’s the power of a good social media manager. They don’t just post, they plan. They build relationships. They translate attention into impact. And yes, sometimes they do help you go viral, but only when the foundation is already strong.

So no, going viral is not a strategy.

But showing up, standing out and building something real? That absolutely is.

Need help building a social presence that lasts longer than a viral trend?

BrandBomb PR offers social media management built on strategy, not just likes. Let’s turn your brand into a scroll-stopper and a money-maker.