The slow burn of credibility versus the fireworks of virality on LinkedIn

Playing the long game on LinkedIn is much more rewarding than the fleeting success of a viral hit

Virality gets the likes, but credibility earns the trust.

Think of your social media presence like fire. Virality? That's fireworks. Flashy, explosive, and guaranteed to grab attention. But blink and you miss it. Plus, it will scare your pets.

Credibility, on the other hand, is like a campfire. It takes longer to build. Needs more care. But once it's going, it keeps people warm, draws them in, and burns long after the sparklers have fizzled out.

In the world of social media, it’s easy to be seduced by numbers. We’re conditioned to believe that more likes, shares, and followers equal more success. And sure, a viral post can feel like striking gold, but when the buzz dies down, what are you left with?

Here’s the thing: visibility without credibility is a sugar rush. Or, in this analogy, a sky full of fireworks with no fire to gather around. It might spike your profile for a day or two, but it won’t sustain a reputation, build a loyal audience, or bring meaningful business your way.

So let’s unpack this. What’s the real value of credibility on social media? Why does it beat virality every day of the week for professionals and business leaders? And how can you build it without feeling like you need to be a content machine?

Why Virality Is Overrated

Going viral can be a double-edged sword. Sure, it gives you a temporary boost in reach, but what does it actually do for your career or business?

Unless you’re in the business of mass appeal - think influencers, entertainers, or meme merchants - virality is often a distraction. It attracts the masses, not necessarily the right people. A post might hit a million impressions, but if it doesn’t bring you closer to your strategic goals, it’s just noise.

Worse still, chasing virality can dilute your message. You start posting what you think the algorithm wants, rather than what your audience needs from you. Over time, your feed becomes a graveyard of engagement bait, full of posts that sounded good in the moment but aged like milk in the sun.

Like fireworks, they look good from a distance, but they don’t warm anyone up.

How Virality Chasers Game the LinkedIn Algorithm

You’ve probably seen it. Maybe even done it. Here are a few tactics some users use to try and hack their way to virality on LinkedIn:

• Clickbait openers: The first line promises something dramatic or controversial, often disconnected from the substance of the post.

• Single line posts: Using rows of single line sentences to force people to scroll and spend more time, or designed to deliver lowest common denominator 'insights'.

• Bait-and-switch polls: Posting a poll with unrelated or low-effort questions just to exploit LinkedIn’s algorithmic boost for polls.

• Comment farming: Ending every post with, "What do you think? Comment below!" – regardless of whether there's actually a conversation to be had.

• Engagement pods: Coordinated groups that like and comment on each other's content to artificially inflate reach.

• Artificial vulnerability: Sharing overly polished 'failures' or challenges in a performative way that mimics authenticity but rings hollow.

These tactics might fool the algorithm, but they rarely fool your audience. And once people clock that your content is all sizzle, no steak? Trust tanks. Fast.

Credibility Is the Currency That Converts

Now, let’s talk credibility. Unlike virality, credibility compounds. It’s not about how far your post travels, but how deeply it resonates with the right audience.

When people perceive you as credible, they:

- Trust your opinion

- Recommend you to others

- Consider you for opportunities before your competitors

- Actually listen when you speak (or post)

Credibility is what makes someone reach out with a "I saw your post and wondered if we could chat." It’s what gets your name mentioned in rooms you're not in. It’s what turns lurkers into leads.

That’s the power of a well-built campfire. People gather. They stay. They talk.

The Problem with Metrics

One of the biggest reasons virality gets more attention than it deserves is because it’s easy to measure. Impressions, likes, reshares – all very visible, all very tempting. Credibility, meanwhile, is subtle. It looks like:

- Someone sliding into your DMs with a serious opportunity

- A quiet endorsement from a respected peer

- Repeat engagement from the same influential people

None of that shows up on a LinkedIn dashboard. But it’s the good stuff and what ultimately moves the needle.

The Long Game: Playing to Win, Not Just Trend

If you want to build a presence on social media that reflects your values, supports your goals, and stands the test of time, youu need to focus on credibility.

That means:

- Showing up consistently (not constantly)

- Sharing insights from your actual experience

- Having a point of view, even if it's not trendy

- Responding to comments, building relationships

- Creating content that's useful

It’s less sexy. It takes longer. But the results are worth it.

Because, while fireworks get the oohs and aahs, it’s the warmth and comfort of the campfire that keeps people coming back.

Look at the LinkedIn feeds of senior leaders you admire. How often are they going truly viral? Probably not very. But when they post, people listen. They’ve earned that attention through consistency, thoughtfulness, and a clear sense of who they are.

Their audience might not be massive, but it’s engaged, and helping them to build a professional legacy.

So, if you want your social media efforts to help you land clients, get hired, attract talent, or grow your reputation, start with credibility and be the campfire, not the fireworks.

Ready to Build a Credible Presence?

This is what I help leaders do every day. No gimmicks. No engagement bait. Just focused, effective social media support that puts your credibility front and centre.

If you need a bit of help to get started, let’s talk.