In the age of quick fixes and instant gratification, building something that lasts is daunting. Has the internet killed personality? Sure, you have your chance of going viral, raking in millions of views, likes (and maybe even money) in a matter of minutes.
Inspiration for your next glow up, your next read or your next personality is at your fingertips. But at what cost? What if who you really are isn’t what the algorithm likes?
The Cult of Gratification
Going viral is a double edged sword. Very few things can replace that dopamine rush you feel when your posts start collecting likes. It means something. You are resonating with people — your clothes, your words, your art, your hot takes, your music — it’s reaching people. Suddenly, you are seen.
Sharing your interests or life online helps foster a sense of community, drawing in viewers from all over the world to share in one common idea or feeling.
But just as quickly as you rise, you can fall.
In a single moment, the sugar rush subsides and crashes, leaving you feeling worse than how you started.
State of Surveillance
Let’s pretend you’ve gone viral for all the right reasons (what’s not to love about that?). No need to worry about burying an embarrassing post or fighting down scandalous allegations.
Still, you might have just thrown yourself into a very deep rabbit hole.
Your expectations as a newly minted ‘creator’ rise. Your viewers expect more. You spend more time trying to recreate the same level of virality of your initial content. But something isn’t working anymore. The content isn’t landing with your audience. Without an established online brand, you risk becoming a one-hit wonder.
Following the trends others are participating in may only get you so far, and with the speed of trend cycles today, it becomes a job to keep up.
Everyone’s watching now, tracking your every move. The gratification you once sought multiplies. You need more.
Why Nothing Lasts Anymore
It’s either eat or be eaten. Keeping up with trends is the key to remaining relevant. It’s embedded in the fashion industry and in online spaces like TikTok. A new aesthetic or a new personality to follow is produced every few months. First, it was coquette, then Y2K, old money — now it’s Carolyn Bessette Kennedy.
In the absence of personal style and the desire to find community, audiences rush to the next viral moment, seeking a sprinkle of personality to add to their own.
Within days of the release of “Love Story: John F. Kennedy Jr. and Carolyn Bessette,” Bessette’s minimalist 90’s style went viral. Fans rushed to C.O. Bigelow in NYC in hopes of acquiring her signature tortoiseshell headband. Brands and content creators quickly capitalized on the moment, releasing style edits to help fans achieve her look.
But it’s not the CBK uproar that’s the issue.
Bessette’s style was a testament to things that last: timeless pieces, maybe a little anti-trend. It’s everything that fashion and entertainment aren’t today.
With so much pressure to remain relevant, individuals seek virality — sometimes at the expense of building a personal brand that lasts, with or without the likes.
Going viral — a blessing or a curse? Let us know your take @VALLEYMag on Instagram!
