When it comes to managing creators in the fast-paced world of social media, few understand the pressures of “going viral” quite like Nathan Bridson, Founder of Ball MGMT, a Liverpool-based agency representing reality, digital, and family creators including Tash Gershfield (one half of Not As We Planned podcast), Rachel Lugo, Jamie Rhodes, and The Braley Family.
In conversation with Jennifer Delgado, CEO of MODA PR, Nathan shares his perspective on why virality alone isn’t a sustainable strategy – and why long-term success comes down to strategy, authenticity, and building genuine community over fleeting fame.
You work closely with creators and talent – what does “going viral” really look like behind the scenes?
For me, going viral can initiate a lot of interest from brands which can be exciting, but it’s also not as simple as that.
For new talent, especially those who find fame overnight, expectations can skyrocket. Suddenly they’re in talks with multiple brands – but what they don’t always realise is that the same way the attention came in quickly, it can disappear just as fast. Unless they use that moment to build their brand strategically, it will fade. The goal is to turn that momentum into a long-term career, not just a fleeting headline. If the wrong moves are made too quickly, what goes up will inevitably come down.
Why do you think virality has become such an obsession for creators and brands?
For brands, viral views mean major ROI. But “going viral” can’t be a strategy. The internet is fickle; what’s trending this week will be forgotten by next week which doesn’t benefit the creators .
For creators, the obsession often starts after that first viral hit – they see the numbers and want to recreate them again and again. It’s human nature; like seeing progress at the gym, it fuels the desire to keep pushing.
But the truth is, big numbers don’t always equal big opportunities. Building a loyal, engaged community is where real conversions and long-term growth come from.
What are the biggest misconceptions people have about going viral?
The biggest misconception is that one viral moment means you need management or that you’ve “made it.” That’s simply not the case.
Not every creator needs management after one viral post, unless they have a clear plan for how they want to build on that moment. Management is there to amplify, strategise, and connect the dots – but there has to be something to build on. One viral video alone doesn’t make you a celebrity or guarantee longevity.
From your experience, does virality ever translate into long-term success, or is it mostly short-lived?
It can absolutely turn into long-term success – but only if the creator is willing to work.
If a talent relies solely on management or brand deals from one viral post without developing their own brand behind the scenes, the momentum will die quickly. You can make money in the short term, sure, but without a clear long-term strategy, the audience and the opportunities won’t last.
What are some of the downsides you’ve seen when someone blows up overnight?
The biggest downside is saying “yes” to every deal that comes in – especially ones that don’t align with your values or goals.
Quick cash grabs might bring short-term wins for both creator and brand, but they rarely lead to repeat partnerships or authentic connections. When the next viral star comes along, the spotlight moves on.
How do you advise your talent to focus on building careers rather than viral moments?
From the moment we onboard talent, strategy comes first. We get clear on what content they want to create, what message they want to stand for, and how they want to use their platform.
That foundation helps ensure that every decision from partnerships to content, it aligns with a bigger vision rather than chasing short-term trends.
What does a sustainable growth strategy look like for a creator today?
In 2025, sustainable growth is all about authenticity and purpose. Gen Z can spot an inauthentic partnership instantly and they’ll disengage.
Creators should align themselves with brands and causes they genuinely believe in. Every move should feel intentional, even if that means turning down a lucrative deal that doesn’t fit. A sustainable career comes from consistency, trust, and long-term alignment – not quick wins.
Looking to 2026, audiences are craving content that feels inspiring but attainable. After years of raw, reality-driven storytelling, there’s a shift toward creators and brands that embody growth and possibility without losing authenticity.
People want to see others like them winning – building businesses, embracing wellness, and living lives that motivate rather than intimidate. The most effective content next year will balance aspiration with relatability, showing not perfection, but what’s possible.
How have brand partnerships or campaigns been influenced, for better or worse, by the chase for viral content?
Many brands have realised that chasing viral trends is outdated and unsustainable.
A luxury brand I worked with spent a year launching products to appeal to a younger “viral” audience – but learned that while they gained short-term revenue spikes, the attention didn’t translate into long-term sales. Viral moments drive visibility, but community and trust drive conversion.
What separates creators who last from those who fade after one big post?
Creators who last have a content-led strategy and a clear sense of purpose. They know who they are, what they want to say, and where they want to go.
When a creator is just chasing the next cheque, audiences notice and disengage. I often ask talent: Who do you aspire to be? That question sets the benchmark for a tailored, strategic roadmap. Without that vision, the first big post can quickly become the last.
Finally, if you could give one piece of advice to anyone chasing virality, what would it be?
Focus on turning one viral post into a strong, loyal community.
Anyone can go viral – but it takes real talent, vision, and strategy to turn that moment into a meaningful, lasting brand.
