Read Time: 3 Minutes 10 Seconds
Hey — Ritik here
In today’s edition:
The hidden problem with only chasing trends
Why going viral can actually kill your growth
How to build content that connects (and converts)
When I first started making content, I had one goal:
Go viral.
I wanted millions of views, floods of followers, and that sweet dopamine hit.
And after two months of posting, it happened:
📈 300K views in 24 hours
🚀 2.1M views by the end of the week
I was ecstatic. Thousands of new followers overnight.
But once the hype faded, I discovered something brutal:
Despite all the views… I didn’t get a single lead.
That’s when it hit me:
👉 Virality alone doesn’t build a business. Connection does.
Because growth without alignment is just noise.
1. Identifying the problem
Here’s why most creators get stuck on the viral hamster wheel:
When you chase trends, you attract everyone — not the people you actually want.
Content has stages:
Top-of-funnel (TOFU): grabs attention and pulls people in.
Mid & Bottom funnel: nurtures and converts.
If your TOFU pulls in the wrong crowd, the rest of the funnel collapses.
Example:
You run an SEO agency for dentists.
Your niche is clear: dental professionals.
But instead, you post a video: “Top 5 SEO tips to grow your local business.”
Boom — 200K views overnight.
The problem? Your audience is now full of random small business owners, not dentists.
So the next time you post dental-specific advice, it flops.
Because your followers aren’t aligned. And worse: the algorithm now pushes your content to the wrong people.
This is why chasing trends without strategy kills growth.
2. From attention → connection
How do you escape the trap?
By getting intentional.
Define your why:
Why are you creating content?
What problem are you solving?
What makes you different from the noise?
Know your audience:
What are their daily struggles?
What keeps them up at night?
What do they secretly want?
When you craft content for one specific person, your message becomes magnetic.
No more throwing content at the wall.
No more mismatched audiences.
Just clarity and connection.
3. Should you use trends?
Quick answer: Yes — but carefully.
Trends are great for reach (TOFU). But they should support your strategy, not become it.
Run your trends through this filter:
Does this speak directly to my target audience?
Does this trend move them closer to my goal?
Will this bring in the right people?
Because here’s the thing: virality isn’t bad.
Virality without alignment is.
The goal isn’t just to go viral.
The goal is to go viral with the right people.
Want to see it done right? Check these out:
Duolingo on TikTok → Funny, viral, but always tied back to learning.
Crumbl Cookies → Weekly flavor drops → fans post reviews and reactions.
TheKindCookie → Shared her bakery journey → built a loyal following who now buys every drop.
Trikko → Monthly clothing drops that always sell out.
These brands don’t just chase views. They go viral in ways that serve their growth.
Final Takeaway
Chasing views will give you numbers.
Chasing connection will give you growth.
Choose wisely.
See you next week,
Ritik
