Everyone wants to feel heard and be seen, and many believe that going viral will give them just that. The euphoria that comes as followers accumulate and engagement skyrockets -it is at this moment that people feel like their hard work has paid off and their dreams have finally become a reality.
But the hidden truth of the matter is that creating viral content can be a double-edged sword.
Falling From Fame
While it can bring recognition, it’s often for the wrong reasons. Many of the recognition that comes from virality is for the immediate entertainment itself, rather than the creator or effort behind it. Lots of content creators unfortunately find that their viral videos rarely make an impact beyond the initial spike of dopamine that it gives viewers. In fact, it can even make them feel more invisible than they did before blowing up.
We all remember Walmart Yodeling Kid, Mason Ramsey, and Scar Girl, Anna Bonelli. Both are examples of individuals who rose to fame quickly but struggled to maintain it. This may be because they didn’t care to keep their fame, or because people quickly lost interest in their fleeting moments of popularity. ‘Hawk Tuah’ Girl, also known as Hailey Welch, is an example of someone who is currently soaking up her moment of fame from a late-night interview filmed on the side of the street.
As soon as the interview was uploaded publicly, the internet was all over it. Hailey’s simple but funny comment during the interview quickly changed her name from Hailey to ‘Hawk Tuah’ Girl. Since the interview, ‘Hawk Tuah’ Girl has been navigating a celebrity lifestyle that she had never anticipated or planned for.
Riding The Wave of Virality
She has received over 1 million TikTok followers, over $30,000 for simply appearing at events, and even headlined a Rolling Stone article deeming her a “National Hero”. Although ‘Hawk Tuah’ Girl may be doing well for herself right now, the question of how she will maintain her fame remains persistent, since virality often does not translate into lasting influence.
Ultimately, people were intrigued by ‘Hawk Tuah’ Girl because of one thing she said during an interview, but how long will people continue to follow along with her before losing interest and moving on to the next viral influencer?
Consider the rapid pace of trends and the ever-changing nature of the internet. This plays a significant factor in why many viral sensations experience only temporary fame, lasting mere weeks, days, or even hours. Nowadays, viewers need more substance than just a single viral moment.
“Going Viral” Done Right
An example of someone who used their virality to their advantage to gain a consistent following and a community is Sabrina Bahsoon, better known as Tube Girl. Blowing up for simply lip-syncing and dancing on the tube, she created a lasting TikTok trend and still receives consistent engagement on her posts.
People quickly began to like Sabrina for more reasons than the trend that she created. While the viral TikTok brought her initial attention, she managed to cultivate a loyal following who valued both her personality and her content, extending beyond the temporary appeal of her 15-second video.
This explains why organic growth is a more long-lasting, effective strategy than a one-time viral spike. Organic social media growth fosters sustainable and loyal engagement, where genuine connections are being built with an audience over time. In contrast, viral moments can lack the depth needed to maintain long-term interest and relevance.
Only time will tell if society will continue to follow along with ‘Hawk Tuah’ Girl, or if her fame has stalled after her initial viral moment.