I stopped trying to go viral

For 8 months I chased viral content.

Studied what got millions of views. Copied trending formats. Posted what the algorithm loved.

Got some big hits. 2M views. 500K views. 300K views.

Made $2K total those 8 months.

Why?

Because viral attracts everyone. And everyone isn't your customer.

I had millions of impressions. But zero qualified buyers.

Then I changed strategies.

Stopped chasing viral. Started creating for my ideal client.

Specific problems. Real solutions. Deep value.

Views dropped to 2K-5K per post.

But revenue jumped to $9K per month.

The DTC beauty category is crowded. To break through, Jennifer Anniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.

Learn more

Here's what I learned:

Viral is a vanity metric.

It feels good. Looks impressive. Means nothing for revenue.

Because the goal isn't attention from millions.

It's attention from the right 100.

100 people who:

That's worth more than 1M random views.

So I stopped asking "Will this go viral?"

Started asking "Will my ideal client save this?"

And everything changed.

Smaller reach. Higher revenue. Better clients.

The algorithm doesn't pay you. Customers do.

So create for customers. Not the algorithm.

Talk soon, Dyl - Founder of Relentlece.

P.S. Are you creating to go viral or to get clients? One gets views. One gets paid.

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The DTC beauty category is crowded. To break through, Jennifer Anniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.

Learn more