The dream of going viral is real. Fame and fortune seem to be a mere click away, the possibilities seemingly endless for those with stars in their eyes. The fault in such stars, however, is the fact that they never seem to burn bright enough to leave a legitimately lasting impression.

Even as we look back on some of the biggest "viral" videos of yesterday, such content is met with a mere "meh" or "Oh yeah, that happened, didn't it?" Millions of views and thousands of comments later, do the numbers really add up to anything meaningful? It's no surprise that small businesses and brands want to go viral. They want to be associated with buzz, obsessed with the notion that bigger is always better.

In a world where viewers count and followers are often seen as the most meaningful metric out there, why wouldn't marketers attempt to hop the bandwagon and go from struggling small business to overnight success story?