A client asked me to 'make our brand go viral' and I had to talk them down from a TikTok cliff

Had a call last Thursday with a local HVAC company owner in Spokane. He saw a competitor's 2 million view video and demanded we do the same. I had to explain that video was a lucky fluke with a dancing cat and a thermostat malfunction, not a repeatable strategy. Took 20 minutes to walk him back to basics: local SEO, review generation, and a decent landing page. He finally agreed when I showed him our last 5 client campaigns averaged a 3.2% conversion rate versus the 0.1% click-through on that viral video. Has anyone else had to explain the difference between reach and revenue to a client who got starry-eyed over a viral post?

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phoenix_adams601mo ago

Saw a marketing talk last month that said virality is just luck with a timer on it.