The availability and penetration of the Internet around the world have given regular users an opportunity to make a name for themselves.

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Like never before, aspiring creators and thinkers don’t need mass media like TV, radio, or newspapers to reach thousands of people. Publicity is in the palm of their hands.

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Internet popularity, however, comes and goes at the same speed.

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This means creators (of any kind) must choose one of two paths. Chasing what’s popular for instant viral fame or slowly and strategically building a personal, recognizable brand.

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But do both work? Can you make a living out of either? Are they even that different?

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The nature of viral fame

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Virality can happen through a funny video, a catchy meme, or a controversial statement. And the attention spreads like wildfire.

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One moment you're unknown, and the next, millions are watching your content.

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This makes it extra appealing. With the right formula and possibly little effort, you could hit the jackpot.

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But this fame is often fleeting. Today's viral sensation can be forgotten by tomorrow. Few viral hits have remained relevant for long.

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Viral fame depends on a volatile audience and platform algorithms. Its unpredictability is a double-edged sword. Sometimes, not even chasing the trendiest trends will do.

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It may lead to a boost in followers or views, sure. But it doesn't necessarily translate to long-term influence or trust.

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You could have millions of views weekly, yet still be relatively anonymous. Just look up Justin Flom.

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The essence of personal branding

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Personal branding is a deliberate and strategic effort to establish and promote what you stand for.

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It’s you creating a narrative that reflects your values, expertise, and personality. 

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It is built on consistency and authenticity. And don’t get it wrong: your authentic passion or sense of self might also be trendy. But it’s not just something you do for views. 

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Personal branding requires time and effort to develop an identity that resonates with your audience on a deeper level.

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It is usually associated with content that educates, entertains, or solves problems for your audience. People come to associate your name with reliability and quality.

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This might mean you’ll remain unknown for a long while, but it also means not compromising what you believe in. CheeseParade and its comedy sketches are a good example of this.

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A growing emotional connection transforms casual followers into a dedicated community.

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Influence and trust

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The Internet has also created a new breed of celebrity: the influencer. 

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Many creators aim to be recognized and valued for what they bring to the table. A successful influencer is trusted by their followers enough to impact their views and choices.

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Influence and trust are the cornerstones of personal branding. They’re built over time through credibility and expertise. When your audience trusts your knowledge and perspective, they are more likely to value your opinions and recommendations.

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Viral fame may capture attention but does not necessarily inspire trust or loyalty. People might enjoy your content, but that doesn't mean they will continue to follow your work. But this approach does come with reach, something personal branding might not have.

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So, sure, true influence isn’t measured by the number of likes or shares. But if there’s no one listening, there’s no one to influence.

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Longevity and sustainability

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Viral fame is often a one-time thing. Surely, not always (as is the case with Justin Flom). But the point is you could be at the pinnacle of popularity once and then never make it big again.

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It relies on posting the right thing at the right time for the right audience. A fun new trend. A twist on some popular challenge. A reaction to another viral phenomenon.

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Personal branding focuses on long-term goals and relationship-building. It grows, evolves, and adapts but keeps its core values and message.

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A personal brand aims to build a legacy, to leave a lasting impact beyond popularity. Continuous engagement. Consistent content. Authenticity in all your communications.

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Neither approach has longevity assured. You could have every single one of your posts go viral until the day you die. Or you could fail to get people to listen to what you have to say.

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But one route relies more on iteration and possibly changing your whole gig, while the other hangs on patience and staying true to what you want.

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Is there a better approach?

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Viral fame is quick and unpredictable. It’s driven by trends and momentary interest. But it might lack longevity and replicability.

Personal branding is strategic and value-driven. It’s focused on building long-term relationships, trust, and influence. But it may struggle to lift off and make noise.

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So no approach is perfect. Rather, what’s most common to find in creators who want to make a name for themselves is a mix.

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Those who seek virality in one format usually have other avenues where they push their personal identity to the forefront. Creators building their personal brand find innovative ways to go viral and ride the wave with follow-up content if they manage it.

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So, find your own balance! Focus on your personal brand, but don’t forget you need an audience.

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For more insights on personal branding from marketing expert and author Mark Schaefer, check out this week’s episode of Break The Internet, out now!

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Ever thought about creating your own thought leadership content? At TOP Thought Leader, we amplify new and established voices so they can become pioneers of their generation. Get in touch with us and embark on your journey!