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Why Many Campaigns Go Viral But Don’t Sell (And How to Avoid It)

Have you ever watched a campaign explode online—millions of views, hundreds of shares, everyone talking about it—and then wondered… why didn’t it actually increase sales?

 You’re not alone. This happens more than most marketers care to admit. And it’s a hard truth: virality does not equal revenue

The virality illusion

Let me explain. Virality is a measure of reach, not results. A funny video, a catchy meme, or a bold stunt might go viral, but if it doesn’t connect to your brand promise or nudge people toward a decision, it’s just entertainment.

Take the classic case of the “Pepsi Kendall Jenner ad” in 2017. It went viral instantly—but for all the wrong reasons. People talked about it, critiqued it, and yes, it was everywhere. But it didn’t drive meaningful engagement or sales growth because it lacked authenticity and alignment with Pepsi’s brand story. People remembered the ad, but they didn’t remember the brand’s value proposition.

Contrast that with Dollar Shave Club. Their first video went viral, yes—but it also told a story, connected to a clear problem, and made the value obvious: cheap, convenient, and high-quality razors delivered to your door. Virality + clarity = business growth.

Why campaigns fail to sell

Here’s what I’ve seen in my work with startups and scaling businesses:

  1. No connection to the product or service
     People share a joke or meme, but it doesn’t communicate why they should buy. The campaign entertains but doesn’t educate or motivate a purchase.

  2. Lack of narrative clarity
     A viral stunt can be exciting—but if the story is unclear, your audience remembers the stunt, not your brand.

  3. No clear next step
     Virality only works when it’s coupled with a conversion path. If there’s no call-to-action, no landing page, no way for viewers to engage further, the momentum dies.

  4. Overemphasis on “shareability”
     Too many brands design campaigns to get likes and shares rather than to build trust or highlight solutions. Likes are vanity metrics; sales are outcomes.

How to fix it

The solution? Strategic storytelling. Every campaign—viral or not—should have three things:

  • Relevance: Align the message with your audience’s pain points or aspirations.
  • Authenticity: Make sure the story reflects your brand values. People detect fake immediately.
  • Action: Guide the audience toward a next step—whether it’s visiting your website, subscribing, or making a purchase.

For example, take Airbnb’s “Belong Anywhere” campaign. The campaign was visually stunning and highly shareable. But it is also connected to the core value proposition: travel is about experiences, not just accommodation. It gave people a reason to book, and the results weren’t just viral—they were measurable in bookings.

Real-world tip: merge entertainment/education with utility

A good viral campaign entertains, educates, and inspires action. For instance, a retail cold pressed oil brand I worked with created a video series about “common myths.” The video was educative, shareable, and ended with a clear step. The result? A spike in engagement and a measurable spike in purchases.

The key is treating virality as a byproduct, not a goal. Focus on building campaigns that solve problems, tell stories, and invite interaction—and virality will follow naturally.

If I encounter a founder that wants to go viral, I’d tell the founder over coffee:
Virality is seductive, but don’t chase it blindly.

Ask yourself:

  • Does this campaign reflect my brand story?
  • Does it clearly solve a problem or deliver value?
  • Is there a way for people to engage beyond watching or sharing?

When campaigns are built on story, purpose, and clarity, you don’t just get views—you get results. And that’s the difference between being viral and being valuable.