Recently, I experienced what many people dream of on social media – and some clients ask for 🤦🏻 – a viral post.
It was on LinkedIn (of course, where else) – a platform where a post ‘popping off’ can feel like winning the business lottery.
Now, to caveat, I am writing this to explain in clear terms how virality and reach isn’t king/queen. It depends on many other factors. LinkedIn boosting me with the algorithm can be good, but does it translate into business? Well, maybe.
The numbers were pretty mind-blowing: as of this morning, more than 827,000 views, 6,000 likes, 302 comments and 106 reposts. Of course, this means I get more followers, more connections, more people aware of who I am, and of what Authentic does.
[However, as my business partner (and wife) said, maybe going viral is only when its in the millions… thanks B, ha!]
The post in question was this, a hastily shared photo which has been doing the rounds for YEARS. A Waitrose POS bit of copy that had a funny “If it’s still too long let me know” remaining at the end. Someone had clearly copied and pasted, or not proofed.
It was mad, to say the least. But as the dust settled and the notifications slowed down (), I found myself thinking, what did this actually do for my business?
“…I am slightly frustrated (yet get it) that for all the hard work crafting posts around my workshops, courses, services and expertise, they can get c.150-1,000 impressions, when this random funny post goes WILD. All part of the game, and it’s about more than one post in silo.”
The Thrill of Vanity Metrics
Don’t get me wrong, it was exciting to watch those numbers climb (God, I’m sad…). Every new like and comment was crazy. Vanity metrics, as they’re often called, can give you a bit of a dopamine rush.
But, here's the catch: vanity metrics don't pay the bills. They don't automatically translate into new clients, sales, or meaningful business relationships.
In fact, despite all the attention – it brought me some new followers and increased my visibility – but how much direct business came from it?
None, if I'm being honest.
And I am slightly frustrated (yet get it) that for all the hard work crafting posts around my workshops, courses, services and expertise, they can get c.150-1,000 impressions, when this random funny post goes WILD.
I know this is all part of the game, and it’s about more than one post in silo, yet the irony is not lost on me!
Going Viral Isn't the Goal
Going viral isn’t what one should aim for — at least, not if you’re an individual or a business in the B2B space. The goal should be consistency, authenticity, and building genuine relationships over time.
Social media, especially LinkedIn, is about the long game. It's about creating a wider, interconnected community of like-minded professionals who trust you and see you as a valuable resource.
What they need is a steady, reliable presence that delivers value. You want to be seen as someone who is there not just for the big moments but for the small, everyday interactions that build credibility and trust.
It’s about showing up regularly, sharing insights, engaging with others, and being a part of the conversation.
Paying it forward, offering help, advice, and support to others in your network without expecting anything in return. When you do this consistently, you build goodwill and a reputation that attracts people to you naturally.
Being friendly in such a way on social media might sound straightforward, but it’s incredibly powerful, especially on a platform like LinkedIn.
People want to do business with those they like and trust. By being approachable, responsive, and genuinely interested in others, you create an environment where people feel comfortable reaching out to you.
So, if you find yourself (or directors or colleagues) chasing the next viral moment, take a step back.
Focus on being consistent, being friendly, and playing the long game. Trust that by doing so, you'll attract the right people to your website and your business in a way that’s sustainable and rewarding.
And I wouldn’t be in B2B marketing if I didn’t add a gentle CTA… get in touch if you would like help with your personal LinkedIn account, or support with content strategy, lead generation or managing your business or organisations’ Company Page.
Get in touch here, or find me on LinkedIn.
Thanks for reading and let me know your thoughts below.