Why I stopped chasing virality and focused on consistency
13. May 2025
by lars@notfound.media
For years, I obsessed over going viral. I meticulously studied algorithm changes, crafted punchy hooks, rode trending audio, and kept one eye glued to the numbers. When something I posted didn’t pop off, I’d question the format, the timing, even myself. I wasn’t just chasing virality—I was letting it define my self-worth and strategy.
But here’s what no one tells you about virality: it’s a sugar high. A burst of attention, a flurry of likes, maybe even a few new followers—but rarely does it build anything lasting. In fact, the more I tried to engineer virality, the less I enjoyed the process, and the less I felt like myself. So I stopped.
The Illusion of Going Viral
We live in a culture obsessed with the overnight success story—the one video that catapults a creator to stardom, the tweet that gets picked up by every news outlet, the product that “breaks the internet.” But these stories are rarely the full picture.
The truth? Most viral moments fade. The followers don’t stick around. The engagement doesn’t stay high. And the pressure to replicate the success only grows heavier. Chasing virality taught me how fragile attention can be. I was putting all my energy into reaching people once, instead of building something people wanted to return to over and over again.
What Consistency Built Instead
When I let go of the pressure to blow up and focused instead on showing up—weekly, thoughtfully, and authentically—everything changed.
I’m not anti-viral. If something I make happens to take off, great. But it’s no longer the goal. I’m building a body of work, a track record, a reputation. And that requires a foundation stronger than fleeting attention.
Final Thought
I’d rather be the creator who grows slowly and builds something timeless than the one who burns bright and burns out. And if you’ve been feeling stretched thin trying to make something “pop,” maybe it’s time to step back—not to stop creating, but to start creating with purpose and patience.
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