Your Viral Video Won’t Save a "Naff" Product

We’ve all been sold the dream: “Just one viral Reel, one trending TikTok, or a fancy LinkedIn ad, and your business will explode.”

I’m going to be honest with you, as a creative living in the land of storytellers that’s mostly rubbish.

I’ve seen brands throwing an absolute mountain of cash at digital ads. They had the fancy reels, the big-name influencers, and the high-end production. But the product? It was rubbish. The pricing? Way off. The positioning? All over the shop.

They thought "digital" was a magic wand that could fix a broken business model. Spoiler: it’s not.

The "Dodgy Pint" Theory

Think of it like a tourist trap pub. They can have the best neon signs and the loudest music out front, but if they serve you a dodgy, sour pint, you’re never going back. No amount of "marketing" fixes the fact that the beer is bad.

Digital marketing isn't a different species of marketing (actually, there’s a misunderstanding in this topic, marketing is marketing). it’s just a megaphone. If you shout a mess into a megaphone, you just get a louder mess.

Fix the Foundation First

Before you worry about the transition in your next video or the algorithm's mood swings, you need to look at the "Big Three" basics:

1. Product: Is it actually solving a problem or bringing joy?
2. Price: Is it fair, and does it reflect the value you're providing?
3. Positioning: Do you actually know who you’re talking to, or are you shouting at everyone and reaching no one?

Marketing is just storytelling. If your story is a mess, a $5,000 camera won’t make it a bestseller. Get the basics right first. Build a solid product, price it fairly, and respect your audience.

Once that foundation is solid, digital tools will amplify your story like a great trad tune in a crowded room.

Recommend reading:

What Never Changes in Marketing (and Why You Should Master It)

Using Spotify as a perfect example, he drew a fascinating connection between music and marketing.

Leandro Oliveira: Marketing, Digital Media & Irish Bits & BobsLeandro Oliveira

Why Marketing Isn’t a Magic Wand (And What Actually Matters)

Think marketing is a magic wand you wave over a bad product to make it fly? Think again.

Leandro Oliveira: Marketing, Digital Media & Irish Bits & BobsLeandro Oliveira

What do you think?

I’ve seen plenty of brands botch the basics by chasing "the hype" instead of "the heart." Have you?

Let’s chat in the comments. If you're ready to stop chasing magic wands and start telling a story that actually works, I’m here to help.