Why Going Viral on Instagram Isn’t a Strategy — And What to Do Instead in 2025

Are you chasing viral moments on Instagram but not seeing lasting results? You’re not alone. In this episode of The Consistency Corner, we’re breaking down why going viral isn’t a sustainable strategy for founders — and what to focus on instead in 2025. The Instagram algorithm can feel unpredictable, but when you understand how it really works, you can create a reach strategy that drives impact, not just views.

We’re diving into the key metrics that matter this year — watch time, shares, and saves — and how to use them strategically to reach both new audiences and existing followers. Plus, we’ll discuss why viral content often misses the mark for business owners and how to craft content that aligns with your brand while still engaging with the algorithm.

Whether you’re feeling overwhelmed by the pressure to keep up with trends or just frustrated by the drop in engagement, this episode will give you a fresh perspective on what actually works on Instagram right now. Tune in for actionable insights on remixing content, staying consistent, and building a brand that lasts — without burning out.

Don't forget to subscribe to the podcast so you never miss an episode, and follow along over on Instagram!
@ruthie.sterrett
@theconsistencycorner

Transcript

Ruthie Sterrett (00:00.62)
Have you ever heard somebody say that they cracked the code to going viral? Yeah, that's kind of like saying you cracked the code to winning the lottery. All you did was buy a ticket. Spoiler alert, like there's not a whole lot of codes other than that. But buying a ticket doesn't actually guarantee that you're cashing in.

Welcome back to another episode of the consistency corner where we are going to be talking social media strategy that actually works specifically for founders of brands that market to moms. And today we're breaking down one of my spiciest takes that going viral is actually not a strategy. And anyone who tells you otherwise might as well be selling scratch off tickets on the corner. Let's get into this. Listen, the obsession with going viral is real, especially on Instagram between trending audio,

remixes, flashy hooks, must try viral hacks. It's so easy to get caught up chasing what looks like success. But the truth is going viral should not be the goal. Building a sustainable brand is. Often when we go viral for whatever reason, because the algorithm said, hey, you're going to win the algorithmic lottery today, it might not even be

going viral in front of our ideal audience. So yes, the algorithm can totally feel unpredictable, but it actually does favor content that has already proven to perform. And this is why remixing trends or copying formulas often works in terms of getting views, because the platform is trained to push what's already working. So.

Does that mean you have to stay on top of every single trend and hop on every single one? Well, you could, but it takes time. You have to spend time scrolling. You have to save. You have to analyze. You have to create content. You have to edit. You have to create copy that goes perfectly with it. You have to schedule it at the right time or post it at the right time. You should be engaging when you're scheduling. Y'all, it's a whole job in and of itself.

Ruthie Sterrett (02:12.982)
And for most founders, you're already wearing too many hats to add full-time trend researcher to your list. And then there's actually creating the content itself, or like once you've created it. A lot of the viral tips that you see online, they're coming from creators whose business model is content. That means they are making money from the platform itself, or through affiliate links.

ads or brand deals not selling high touch services or physical products. So when you copy their strategy or their hacks or their tips or your tricks and you're expecting it to grow your business, you're actually using the wrong playbook. And if you're a scaling business owner who's using social media to reach your ideal audience and serve more moms who are your ideal client, your path forward is going to look different.

then a full-time content creator's path is gonna look. Your path needs to be rooted in connection, not just views and clicks. Let me give you a personal example. I had a reel go pretty viral for me. It was over 12,000 views, which most of my reels top out around 1,000, maybe 2,000 on a good day, but I had one hit 12,000 views. And it was me talking about how I will eat multiple micro slices of a brownie.

over the course of a day instead of one full brownie. Is this relatable? Yeah, totally. Is it entertaining? It is. And it resonated with people, which is why people caught on and it engaged with it, which then the algorithm pushed it into more people. Plus it was honestly a trend or a concept that I taken inspiration from somebody else. Now I didn't copy her reel like word for word and frame for frame, but it was the same.

concept, just wrote a caption that related it to my business and my ideal audience. So there was a little bit of strategy there, but what happened is it didn't actually bring any clients. It didn't really build trust with my audience because the video and the copy on the video had nothing to do with my business. And it certainly didn't result in any sales. It went viral because it was funny and relatable.

Ruthie Sterrett (04:34.136)
but that's not necessarily aligned with my business. And it's okay to do some trends like that for fun here and there, but we can't rely on that for our entire marketing strategy. Reels are a great top of funnel strategy because the algorithm does show them to people who don't follow you. But just like a coffee cup, Reels are a container, not the coffee itself.

And if the message inside doesn't serve your audience, the format doesn't actually matter. So there are some creators who are going viral on purpose. They're strategic, they're consistent, and sometimes they're really, really good at timing or finding the right trends. But again, their business model is content. If your business model is impact, is service, is providing solutions that help

moms while you're building your brand, then you need a content strategy that actually supports that, not just a plan for virality. Virality, I don't even know that's how you say that. Virality, you get what I'm saying. So the next time you see a reel where somebody says they cracked the code on going viral, you can just keep on scrolling. Or if you hear somebody say it in a conversation, just smile and nod and know that what they really did is they bought a ticket.

and people who won the lottery also bought a ticket. But producing a real or following those tips and tricks and hacks doesn't guarantee success just like buying a lottery ticket doesn't guarantee that we will all become instant millionaires. Real business growth is not luck. It's a strategy. It's content with a purpose. It's an ecosystem where social media is one piece of your marketing strategy that connects with the audience in their journey.

and helps grow your brand with intention. So I'd love to hear from you. Have you ever had a real or a post go viral? Did it actually help your business or did it just confuse your metrics? Head over to Instagram and connect with me and let's chat about it in the DMs. If this hit home, be sure to check out our other episodes. We are where we are building strategy, not hype. And we're helping you figure out how to take social media off your to do list.

Ruthie Sterrett (06:54.05)
because growing your business and being a mom, let's be honest, those are both already full-time jobs. Thanks for being here and we'll see you in the next episode.