On going viral + deciding it’s not for me

A strange thing about going viral is that it looks very clear from the outside, doesn’t it? Numbers go up, the notifications roll in and people tell you this is the thing you’re meant to want. And in many ways, they’re right… Visibility is framed as success, reach as proof, momentum as something to be seized before it slips through your fingers.

But on the inside, going viral feels far less tidy.

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