“Can you make us go viral?”
That’s a question I still get from new clients. Usually asked with a smile, sometimes half-joking—but almost always with real expectation behind it.
And I get it. In a world where TikTok trends explode overnight and meme pages rack up millions of views, it’s tempting to believe that virality equals success.
But here’s the thing I’ve learned after years of building strategies for businesses across Nepal: going viral isn’t a strategy—it’s a gamble.
The Viral Trap
Let me tell you about a client we worked with—a promising F&B brand in Kathmandu. They were fixated on growing their follower count and pushing “funny” content.
One reel went semi-viral: a parody skit that blew up on Instagram. 80k+ views, hundreds of shares. It was a fun moment.
But two weeks later? Zero impact on sales. Website traffic didn’t change. Their regular customers were confused by the shift in tone. One even asked if they’d been hacked.
Why? Because the content didn’t match the brand. It got laughs—but not loyalty.
That moment was a reminder: reach without relevance is noise.
What I Focus on Instead
I tell clients upfront: If you want viral content, there are creators who can help with that. If you want a viral business—something that grows sustainably over time—then let’s talk.
My approach has always been:
- Build trust before hype
- Choose consistency over clout
- Speak to your actual audience—not the algorithm
I’ve seen smaller pages with 2,000 followers generate more revenue than pages with 20,000. Why? Because their content was intentional. Their audience was real. And their message was clear.
The Local Context Matters
In Nepal, virality often comes with baggage. Videos get shared in group chats, mocked on TikTok duets, or misinterpreted entirely.
More than once, I’ve had to help brands clean up after a “viral moment” that caused more harm than good—comments turned toxic, brand voice diluted, or audiences gained that were totally irrelevant to their goals.
Meanwhile, businesses that focused on authentic storytelling—like a local handmade goods seller in Bhaktapur or a Pokhara-based trekking guide—built slow, steady momentum. No fireworks. Just loyal customers, strong referrals, and long-term growth.
The Psychology of Real Content
Here’s something I remind my students often: most people don’t want content that goes viral. They want content that speaks to them.
A simple post about a staff member’s journey. A behind-the-scenes video from a factory. A handwritten thank-you note shared online.
These don’t break the internet. But they build relationships. They remind your audience there’s a human behind the brand.
That’s the kind of marketing that sticks—especially in Nepal, where word of mouth still carries more weight than hashtags.
Saying No to the Trend Train
There are times when I’ve told clients, “Let’s not hop on that trend.”
- Because it doesn’t match their voice.
- Because their audience doesn’t care.
- Because being late to a trend is worse than skipping it.
Trends move fast. But brands are built slow.
And every time you bend your identity to fit a viral moment, you stretch the connection you’ve worked so hard to build.
Final Thought
Virality fades. Authenticity compounds.
As a digital marketer in Nepal, I’ve seen both paths. One leads to a dopamine hit. The other leads to a business that grows—even when the algorithm changes.
So no, I don’t chase virality.
I chase clarity. Consistency. Connection.
Because those are the things that keep customers coming back, long after the likes have stopped rolling in.