Reading Amber Mac's newsletter this week, I saw a connection with something I was writing on one of my other blogs about this idea of having content "go viral." It sounds like a great thing. But does it come at a cost?
Yes, it's tempting to jump on TikTok trends and participate in the bite-size-ification of social, but it's also possible to produce a steady and consistent flow of valuable, high-quality content that never goes viral. Don't get me wrong, I'm happy to see our video views rise, but it's not essential that we trend. I think we all know how that game works. Say something controversial or do something outrageous, and the algorithms will thank you for it.
In my opinion, that spike in attention might be a win, but it's a short-term win. In other words, not everyone should go viral. If that's what you're chasing, it could be a soul-crushing experience where you lose yourself and your authentic community along the way. - Amber Mac
Bloggers often want their posts to go "viral." The word “viral” made a leap from medical terminology to broader cultural usage in the late 20th century, particularly in the context of marketing and media. I assumed that it was social media that moved the term from medical usage, but it is actually a bit earlier than the explosion of social media. In 1989, The Oxford English Dictionary cites the earliest use of “viral” to describe the rapid spread of information, marking its first known non-medical usage.
The term gained traction in marketing in 1999, especially “viral marketing,” which described campaigns that spread quickly and organically—much like a virus. In the early 2000s, phrases like “going viral” and “viral video” emerged. and by 2004, “going viral” was used to describe content that rapidly gained popularity online. From 2009 onward, viral became mainstream, fueled by the rise of social media platforms and shareable content.
It is a good and powerful metaphor. Like a biological virus, digital content can replicate and spread uncontrollably. That semantic link made “viral” the perfect word to describe the phenomenon of explosive online popularity.
I don't think I have had a "viral post," though I have had some posts that seem to get more views over the years than most of mine. But "viral" is when the surge of views hits all at once.
Can you push a post into the land of viral? I don't think so, but you can find articles about "how to," like 21 key elements for viral blog posts or explore 32 proven tactics to boost your chances - but there are certainly no guarantees.
Those kinds of articles will suggest things to do like these: Know your audience and tailor your tone, topic, and style to what resonates with them. Tap into trending issues, emotional stories, or highly useful how-tos. Use eye-catching images. Share across platforms with tailored captions and hashtags. Use analytics to see what’s getting attention and tweak accordingly. All of those make sense, and I tend to employ them most of the time.
Some suggestions probably do increase your chances of viality, but go against my own blogging philosophy: Make it skimmable. Short paragraphs, bullet points, and bolded key phrases. Engage influencers. Reach out to people with large followings who might share your post. I don't do email marketing, other than if someone decides to follow my blog via email notifications.
"Viral" is hardly the only medical term that is now in broader usage. If you're curious about that, check out this other blog.
