Viral Is Easy. Vital Is Everything.

I've been thinking a lot about what matters on social media lately.

There's an overwhelming amount of content creation advice focused on going viral. We're told to follow strict formulas: hook viewers in the first 3 seconds, create artificial stakes, use specific keywords and hashtags.

And look—some of it works! I've seen creators implement these tactics and watch their numbers shoot up.

But I've been wondering: what's the cost?

When we optimize solely for views and engagement, are we creating content that improves lives? Or are we just contributing to the noise?

Here's what I've decided:

Viral is easy. Vital is everything.

When we create content that's vital—that genuinely helps people solve problems, gain new perspectives, or feel less alone—we're doing something that matters.

Vital content might not always hit the algorithm jackpot, but it creates real impact. And that impact compounds over time.

I want to challenge you to ask yourself: "Am I creating content that could genuinely change someone's life for the better?"

If the answer is yes, you're on the right track—regardless of what the numbers say.