Why Going Viral Could Be the Worst Thing for Your Business

So there I was, looking out the window, cracking dad jokes with a sniper rifle trained at my head, about to publish the single most-viewed video of my career.

And it wouldn’t mean a thing.

Going viral—getting your content in front of millions—is the dream for many creators and marketers. But let me tell you why chasing that dream might be the worst thing for your business.


The Problem With Chasing Vanity Metrics

Too often, we pursue success that looks good on the surface but doesn’t actually move the needle for our business. Metrics like views, likes, and shares might feel significant, but they’re often empty calories. Worse, they can actively steer you away from what truly matters.

Take my recent TikTok video as an example.


The Video That Went Viral—But Missed the Mark

It was the week leading up to the presidential election, and my neighborhood turned into a political spectacle. A motorcade pulled up at the coffee shop across the street, complete with Secret Service agents and a counter-sniper perched on a fire escape. Naturally, I pulled out my camera and made a joke.

Clip. Post. Viral.

That joke was seen over 600,000 times. I felt like a TikTok god—for about a second. But then reality set in.

  • The video had nothing to do with my business.
  • The audience wasn’t there for my regular content about self-employment and small business tips.
  • The comments were full of political debates, not meaningful engagement.

Sure, I got views, but they weren’t my people. Those views didn’t lead to any conversions, connections, or business growth.


What Are False Proxies?

This experience taught me a hard truth: chasing numbers that don’t matter can be dangerous. Seth Godin calls these “false proxies”—metrics that look like success but fail to drive meaningful results.

Some common false proxies include:

  • Equating being busy with being productive
  • Clicks without conversions (e.g., ads with no ROI)
  • Website traffic without meaningful engagement (like bounce rates and time on page)
  • Social media stats that don’t tie back to business goals

The Real Danger of False Proxies

When we chase false proxies, we dilute our authority and distract from our core goals. If I kept creating off-topic content for more views, I’d weaken my credibility as a source of small business advice.

Instead, we need to align our actions—and the metrics we track—with the long-term strategy that drives real success.


How to Avoid the Trap of Vanity Metrics

Here are three steps to help you stay focused on what truly matters in your business:

1. Define Your North Star

Ask yourself:

  • Who do you serve?
  • What change do you want to make?

For me, my North Star is helping self-employed individuals thrive. Every piece of content I create and every service I offer aligns with this mission. Your North Star might be different, but it should guide all your efforts.


2. Choose Metrics That Matter

Not all metrics are created equal. Focus on Key Performance Indicators (KPIs) that drive meaningful results.

For example, I track:

  • Discovery calls scheduled: My conversion rate on calls predicts revenue.
  • Sources of leads: This tells me which marketing channels are working.
  • Client retention and satisfaction: Long-term relationships are more valuable than one-time wins.

Don’t overcomplicate it. Even a simple spreadsheet can help you monitor the right numbers. Just make sure those numbers reflect real people—not just digits on a dashboard.


3. Resist the Pull of Shiny Objects

New tools, trends, and tactics can feel irresistible, but constant experimentation kills efficiency. Evaluate new opportunities carefully and ensure they align with your strategy before jumping in.

Remember: success isn’t found in software or the latest hack. It’s found in consistency and staying focused on your goals.


False Proxies in Action

For me, those 600,000 TikTok views were a false proxy. They gave the illusion of success but didn’t move the needle for my business. The same thing happens with poorly targeted ads, random social media trends, or distractions disguised as opportunities.


Stay Focused on the Big Picture

Strategy is about knowing what change you want to make. Tactics are how you make that change happen. When we measure the wrong things or focus too much on tactics, we risk losing sight of our goals.

If you want to move your business forward:

  • Define your strategy.
  • Track meaningful metrics.
  • Stay consistent with your actions.

Bonus: Track Your Cash Flow

One critical metric every business needs to track is cash flow. That’s why I recommend Relay, a business banking platform that simplifies cash flow management. With features like up to 20 checking accounts and Profit First automation, Relay makes it easy to allocate income and manage expenses.


What False Proxies Are You Chasing?

What metrics are you tracking that might not align with your goals? Share your thoughts in the comments below, and let’s refocus on what really matters.

For more on mastering your business finances, check out my video on cash flow management here.

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