Why you should try NOT to go viral in 2025.

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

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 first-hand 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?

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Targeting that converts.

The beauty of social media is its ability to find and reach hyper-specific audiences. It’s not about casting the widest net; it’s about using the right bait. When you target a niche audience effectively, the payoff is huge in terms of conversions. This is something we see over and over again through the work of our content creators and social-first strategies.

Take Zipcar in London, for example. They’ve nailed hyper-local targeting by focusing on neighbourhoods where their cars are most accessible. Instead of wasting budget reaching people who’d never use their service, tailored messages are delivered only to the audience that truly matters.

Then there’s the world of luxury brands. Labels like Dior and Coach are thriving with small, exclusive audiences. These brands understand their niche so well that their content feels bespoke, as though it’s created for you personally. The result? Engagement that actually converts into loyalty and sales.

The secret to creating the most effective content is knowing your niche inside out. When you’re not trying to appeal to everyone, you can create messages that truly resonate with the people who matter most to your brand. This isn’t just about sparking engagement – it’s about fostering real connections.

When you deeply understand your niche, you can tap into their specific needs, preferences, and pain points. In turn, this means you can create messaging that feels personal and authentic. Instead of generic posts that fade into the background noise, you create content that makes your audience feel seen and understood. Real connections go beyond likes and comments – they build trust and loyalty, laying the groundwork for long-term relationships that keep your audience coming back.

Aiming for virality can have detrimental effects on your budget. So, don’t flush your cash down the drain. You’re paying to reach millions of people, but how many of them actually care about what you’re offering? By focusing on getting seen by the right people, your marketing budget goes further. Plus, you avoid potential pushback from people outside your niche who find your campaign irrelevant or even annoying.

The reality is that the internet can be brutal. Social buzz can go both ways and if your content lands in front of the wrong crowd, it can really backfire. A highly targeted campaign reduces this risk, keeping your brand’s reputation intact.

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Find your brand relevance.

One of the most powerful emotions in marketing is FOMO (fear of missing out). But FOMO works best when it feels exclusive. When your campaign targets a niche audience, it can create an insider vibe – making your audience feel special, in the know, and part of something bigger. This is where targeted campaigns shine.

We saw this in action during our first ‘Content that Converts’ event. The key takeaway? Stop chasing everyone. Focus on the people who actually matter to your brand and make them feel like they’re missing out if they’re not part of what you’ve got going on.

In short, virality isn’t the gold standard anymore. Relevance is. The next time you plan a social media campaign, think beyond the ultimately fleeting highs of going viral. Instead, aim for meaningful, targeted engagement with your niche audience. The results might not be as flashy, but they’ll be far more impactful for your brand.

So, stop the scroll, use behavioural insights, and drive success by speaking to the right people – not all people. The future of social media is precise, personal, and purposeful. By embracing this approach, you’re not just creating content; you’re creating trust, loyalty, and long-term growth for your brand. At a time when we’re constantly fighting for attention spans, and competition is fierce, meaningful connections will always win over fleeting trends.

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