Finding Product-Market Fit from the Marketing Side

Table of Contents

Stop Chasing Virality: Build a Brand That Outlives the Algorithm

Let’s get one thing straight: if your marketing strategy is “go viral,” you might as well be playing darts blindfolded in a hurricane. Sure, you might hit the bullseye once, but odds are you’ll just poke someone’s eye out and get banned from the bar.

Virality is not a strategy. It’s a side effect. A symptom. Like sneezing when you look at the sun. It’s unpredictable, unsustainable, and often completely irrelevant to your actual business goals.

So why are so many marketers still chasing it like it’s the last donut in the break room?

The Cult of Virality: A Modern Marketing Mirage

We’ve all seen it. The CEO reads about a TikTok dance that sold out a mascara line and suddenly your Q3 strategy is “get on TikTok and make it happen.”

Here’s the problem: virality is a sugar high. It spikes your metrics, gives you a dopamine rush, and then crashes harder than your uncle’s crypto portfolio.

What you need is a brand that builds equity over time. A brand that people remember, trust, and—dare I say—love. Because while virality might get you attention, brand gets you customers. And customers pay the bills. Not likes.

Truth Bomb:

“If your brand can’t survive without the algorithm’s blessing, you don’t have a brand—you have a hostage situation.”

Framework: The Brand-First Marketing Model

Let’s break this down into something you can actually use. Here’s a simple framework I call the “Brand-First Marketing Model.” It’s not sexy, but neither is bankruptcy.

1. Define Your Brand DNA

Mission: Why do you exist beyond making money?
Voice: How do you sound when you talk to your audience? (Hint: not like a robot with a thesaurus.)
Values: What do you stand for—and what won’t you tolerate?

Example: Liquid Death didn’t go viral by accident. They built a brand that’s unapologetically weird, metal, and mission-driven. Their voice is so strong, you can hear it screaming from the shelf.

2. Build Consistent Content (That Doesn’t Suck)

Consistency beats virality every time. You don’t need one post with 10 million views. You need 100 posts that each bring in 1,000 loyal fans.

Use a content calendar (yes, even if you’re “creative”)
Repurpose like a pro—turn one blog into 5 LinkedIn posts, 3 tweets, and a podcast episode
Focus on value, not vanity

Remember: your content should be like a good first date—interesting, helpful, and not trying too hard to go viral.

3. Own Your Channels

If your entire audience lives on Instagram, you’re one algorithm tweak away from digital homelessness. Build assets you control:

Email list (still the highest ROI channel—fight me)
Website with SEO-optimized content
Community platforms (Slack, Discord, forums—whatever fits your tribe)

Think of it like real estate. Social media is renting. Your email list? That’s beachfront property.

4. Measure What Matters

Stop obsessing over likes and start tracking metrics that actually move the needle:

Customer acquisition cost (CAC)
Lifetime value (LTV)
Conversion rates
Brand recall and sentiment

Because “we got 100K views” sounds great until you realize none of them bought anything. That’s not marketing—that’s performance art.

Case Study: Duolingo’s Owl Didn’t Just Dance—It Sold

Yes, Duolingo went viral on TikTok. But here’s the kicker: they had a strong brand before the owl started twerking. Their tone was already playful, their product sticky, and their mission clear. The virality was an extension of the brand—not a replacement for it.

They didn’t chase the algorithm. They built a brand so good, the algorithm chased them.

How to Escape the Virality Trap (Without Going Cold Turkey)

Look, I’m not saying you should ignore trends. I’m saying trends should serve your brand—not the other way around. Here’s how to play the game without losing your soul:

Filter every trend through your brand voice. If it doesn’t fit, skip it.
Use trends to amplify, not define. Let them boost your message—not become it.
Test, learn, repeat. But don’t pivot your entire strategy because one post flopped.

Think of virality like hot sauce. A little can spice things up. Too much, and you’re crying in the bathroom wondering where it all went wrong.

Final Word: Build Something That Lasts

Virality is fleeting. Brand is forever. If you want to build a business that doesn’t live and die by the whims of the algorithm gods, focus on what you can control: your message, your mission, and your customer experience.

Because at the end of the day, the brands that win aren’t the ones with the most views. They’re the ones with the most value.

So stop chasing the next viral hit.