Why you should try not to go viral in 2025 [Video]

Targeting, not virality, should be the aim of your social media strategy, says Henry Collins at Redpill. Because reaching the right audience increases conversions, ensures brand relevance, and reduces possible risk.

Going viral – it’s the ultimate dream for many brand marketers, right? We all want it. One viral video means skyrocketing metrics, huge numbers of eyes, tonnes of engagement, and lots of social buzz. But here’s the thing: in 2025, going viral could actually be a bit of a liability for your brand’s social media strategy.

It might sound counterintuitive, but we’ve seen firsthand that the most impactful campaigns don’t aim for broad, viral exposure. Instead, they focus on precise targeting and delivering the right message to the right people. After all, what’s a ‘view’ or ‘engagement’ actually worth?