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The Geography Problem: Why Viral Reach Doesn’t Equal Local Revenue


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In the bustling world of local commerce, where every dollar and every minute counts, it's easy to get swept up in the virality of social media. The allure of millions of views, trending hashtags, and overnight fame can be intoxicating. However, for a local business, dedicating significant payroll and resources to chasing viral social media exposure is often a grave misallocation of effort. The harsh truth is that viral reach, by its very nature, is almost always geographically irrelevant.


Let’s explore why prioritizing geographically relevant engagement over fleeting viral moments is crucial for the sustainable growth of your local business.


Key Points to Consider:


Viral Reach is Broad Not Local

  • A “viral” video with 1 million views is likely to have viewers scattered across the U.S. or even globally.

  • Geo-targeting is almost impossible in organic virality, your video might do well in New York, Texas, or California while your actual customers are in a 15-mile radius of your farm, experience, etc. 

  • Example: If your trade area includes 150,000 people, and your viral video hits 1M views, less     than 1%, likely a few hundred, will be locals. 


 Organic Reach Doesn’t Drive Foot Traffic Without Geo-Fit

  • Most people seeing your viral content: 

    • Can’t experience your property (too far away)

    • Won’t remember you (fleeting content)

    • Don’t need you (you’re not relevant to them)

  • Virality does not equal conversions, especially when you can’t serve the viewers. 


High Cost, Low Return 

  • Hiring staff or an agency to “go viral” is expensive! 

  • 1M-view video might not generate a single sale if the viewers aren’t in your local area…and they don’t have a reason to buy. 

  • ROI math fails: Activity is expensive. Think quality and strategic vs. frequency and viral. 


The Algorithm is Not Your Friend

  • Platforms reward global engagement, not local relevance 

  • TikTok, Instagram, and YouTube shorts push content to users likely to watch through it, not those likely to act on it locally. 

  • You can’t train the algorithm to target your ZIP code

  • Reality: you’re making entertainment, not marketing


Opportunity Cost is Real

  • That same time and money could go into:

    • Local PPC ads (Google/Facebook) with geo-targeting focused on the right audience, at the right place, at the right time. 

    • Hyper-local SEO and community engagement 

  • These tactics yield real, trackable local business results 



What Works Better:  


Instead of trying to “go viral” globally, aim to be unmissable locally. 


Focus On: 

  • Consistent, engaging content tailored to your town, experience, etc.

  • Paid ads that geo-target within 10-50 miles

  • Local partnerships, shoutouts, UGC campaigns, and community tie-ins


Final Take: 


Aiming for viral views is like shouting into an open field when your target customers are in a small room. While it might feel impactful, it's not a strategic way to reach them. Instead of chasing fleeting attention, it’s time to focus on intentional strategies that truly connect with your audience. AMG is ready to help your business thrive. We offer customized marketing strategies, operational pivots, and revenue optimization.


Contact us today, and together, let’s build a blueprint for your success!




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