When you hear of social media posts going viral, it simply means people are sharing it. They’re tagging their friends in the comments, sharing the post by direct message, and adding to the algorithm that decides who sees what on the internet.

There’s books worth of wisdom on how to go viral, and I’d argue most of us don’t want to, or if we do, it’s not for a healthy reason. Virality – in a business sense – isn’t sustainable, nor is it as fun as you think. Trust me, I’ve been there.