Everyone wants overnight success on social media. The idea of one viral post blowing up your brand is exciting—but it’s also a myth for most businesses.
Sure, viral moments happen, but they’re unpredictable and impossible to rely on as a growth strategy. The brands that are actually winning are the ones who commit to the slow burn strategy—playing the long game and growing consistently over time.
Think about the brands you engage with regularly. Did they suddenly appear in your feed one day and grab your attention forever? Probably not. The reality is, familiarity builds trust. When you consistently show up, provide value, and create content that resonates, people slowly but surely begin to trust and engage with your brand. They might not follow you the first time they see your post. But after the third, fourth, or fifth time? That’s when they start to pay attention.
The problem is, most brands quit too soon. They post for a few weeks, don’t see massive results, and assume social media “isn’t working.” But what they don’t realise is that every post, every comment, every interaction is adding up—even if it doesn’t seem like it in the moment. The brands that commit to showing up consistently (even when it feels like no one’s watching) are the ones that end up dominating in the long run.
So, if you’re frustrated by slow growth, take a step back. Are you expecting results too soon? Are you focusing on real engagement and relationship-building instead of just vanity metrics? The best strategy isn’t chasing virality—it’s building a brand that people actually remember and trust over time.
Will Staber Digital Strategist | Grab Social
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