I’m officially over the "Viral" trap (and you should be, too)

If I see one more video of an influencer pointing at floating text while dancing to a trending song, I might actually scream.

We’ve all been there, right? You’re sitting on your couch at 9:00 PM, scrolling through Reel after Reel of people telling you that if you just follow their "3-step formula," your life will magically change. They make it look so easy. They tell you that "anyone can do this," and if you aren’t hitting those breakout numbers, it’s just because you aren't trying hard enough.

It’s called Desire Marketing. They aren't selling you a business strategy; they’re selling you a dream of a life you’re exhausted enough to want.

Can I be real for a second: I definitely didn't start a business to become a full-time content creator (I'm guessing you didn't either). We started them because we’re good at what we do, whether that’s painting murals, running a non-profit, or consulting. Somewhere along the way, the "experts" convinced us that our actual work wasn’t enough. We were told we also had to be funny, clever, a video editor, and a personality. Folks, I am such an introvert, and I am tired of influencers telling me I need to just 'put myself out there'.

It is exhausting. And it’s okay to stop.

I’ve worked with people right here in BC who are doing incredibly well. They have steady clients, they’re paying their bills, and they actually enjoy their lives. Do you know how many Instagram followers they have? Usually, about 140. And half of those are probably their extended family.

If you have a physical shop in Nanaimo or you’re an artist selling to a specific group of collectors, you don't need a million strangers in another country to "like" your video. You need the right people, your people, to know you exist.

Going viral is a lottery ticket. And let’s be honest, if you invested the money spent on a lottery ticket, you'd have a way better ROI.

It feels like we’re losing

The reason it feels so hopeless lately is that the platforms have changed. It’s not just in your head. It’s more expensive, they’re forcing us to pay for "blue checks" just to get seen, and now they’re even using our hard work to train their AI machines without asking.

It feels like we’re feeding a monster that’s never full.

Marketing is still important, but it doesn't have to be this noisy. We can actually take a huge step back and get back to business. Here is what actually works when you stop feeding the algorithm:

• Your website is your home: On social media, you’re just renting a room, and the landlord can kick you out whenever they want. When you have your own website, you own the land. You own the content. You own the way people find you.

• SEO is the "quiet" winner: Instead of shouting into a crowd on Instagram, SEO is about being there when someone is actually looking for you. It’s the difference between a cold call and someone walking into your shop and asking, "Can you help me?"

• AI should be your assistant, not your boss: Don't use AI to make more "content." Use it to do the boring stuff, like organizing your notes or drafting a quick email, so you can spend more time away from your screen.

• Email is still the gold standard: One honest, human email sent to fifty people who actually care about your work is worth more than 10,000 "ghost" followers who will never buy anything.

As a marketing expert, I'm giving you permission to go dark.

It’s okay if your followers don't come from social media. They can come from Google. They can come from local partnerships. They can come from word-of-mouth and a really solid Google Business profile.

You aren't a content machine. You’re an expert. You’re a creator. You’re a business owner.

Let’s stop trying to be "viral" and start being found. We can build a plan that actually fits your life and doesn't make you want to throw your phone into the ocean.