I Didn’t Want to Go Viral.

Correction, it wasn’t my intention.?

But I'm humbled by the idea that I’ve inspired a few people as I stumble through my job search. (I still need a warm home!)

Now that we’re all here…let’s build something together.

What I AM here for: Growing with this community. Embracing what makes me, me, and learning more about what makes you, you. Creating a little space where we can share observations and opinions about this advertising world and all the weird things that come with it.?

What I’m NOT here for: Attempting to offer a checklist on going viral, essentially disrespecting the art of communication.? LinkedIn is already littered with “guides” and “formulas” to hit the elusive algorithmic chord: Schedule for Tuesday at 10 AM, use exactly three emojis and sprinkle in the word “paradigm.” The way I see it, the goal of “going viral” misses the entire point of communicating.

But I will give you thoughts on what I’ve observed throughout my little stint creating content, and a few philosophies from a novice strategist. Note: I reserve the right to keep learning and allow my frontal lobe to continue developing.

1) Build Connections, Not Impressions

It doesn't matter if you're bar-hopping or advertising, it’s not about how many people you reach; it’s about reaching the right people. The simple goal of “going viral” disregards actual people and relationships. A viral post might temporarily boost your ego, but it's the relationships that bring real, lasting value.?

Finding and focusing your attention on the right audience for any communication effort is crucial–plus, it’s what will get half of us who work with ads paid. It's easy to get caught up in the numbers game, obsessing over shares, reactions and comments, but focusing only on these metrics masks the true goal: building more meaningful connections.?

Think about the people who have reached out to you after reading your content. Were they just another number, or was it something deeper—a new perspective, an opportunity, or even a simple word of encouragement?

Whether you’re building a personal or corporate brand, a strong authentic community is arguably your most powerful tool. For example, this LinkedIn community has inspired me. I realize how many people are in the same boat, rowing against the same current. Whether I land a job in an advertising agency or not, this PR collective we’ve created reminds me that we’re not alone in our journey and everyone’s rooting for each other.

2) Help Me Help You

While communicating, consider what you are uniquely positioned to offer someone else. It doesn’t have to be grand. Sometimes it’s the small things that travel the farthest. Content that helps others is more likely to get noticed and shared.

Think about the last time someone offered you advice that made a real difference. It might have been a simple tip, but it could have profoundly impacted your approach to a problem. Be that person for someone else. Lending a hand isn't just a good communication strategy. It's a fundamental principle for building a meaningful and impactful career.?

Our advertising and PR community thrives on creativity and collaboration. Sharing what we learn fosters an open and supportive culture. It also attracts a larger community of learners and contributors, extending the media reach. This is the key to more impressions (and potentially going viral) for all of the right reasons. As my sister would say, “You can’t gatekeep!”

3) Negativity: High Cost, Low Return

To put it simply: F*ck negativity. Can we all agree? It’s not good for business or our brains.?

It’s exhausting to see a constant stream of negative content. Bleak posts might go viral once, maybe twice, but they rarely build a loyal following. It might feel good in the moment but it's a drain—on yourself and everyone around you.?

Even if you’re “sticking it to the man,” …are you? The professional world, especially advertising and PR, is built on relationships. Your reputation matters. Being known as someone who constantly criticizes everything can limit opportunities. You’re closing doors, burning bridges and missing out on showing long-term resilience. It’s easy to get sucked into debates and controversies, especially on social media; however, staying above the fray can significantly enhance your credibility and influence.

In addition, negativity takes a toll on your mental health. Engaging in or even just being exposed to constant pessimism can increase stress and anxiety levels, clouding judgment and sapping creativity.?

People are looking for solutions, inspiration, and stories of perseverance. Focusing on the positive creates a more engaging and enjoyable space for your audience and attracts like-minded individuals. Being recognized as a positive force lifting others can open doors you never knew existed. It’s surprising how much louder nice words sound.

4) Real Talk

In a world of copycats and copy-pasters, don’t try to be others’ perception of “different”. Try hard to be yourself.

Don’t be afraid to craft and tell your own story. More importantly, don’t be scared that you and your story aren’t “enough”. Valuing your distinctiveness—your voice, viewpoint, or experiences—will help you articulate your individuality and make your online presence a true reflection of your real-world persona.

If you (like me) fear that posting about your insights and experiences feels dangerously close to narcissism, remember that authenticity is rare and valuable. Invite others into your world and be vulnerable. Create a connection that goes beyond superficial.?

Viewers are more likely to engage with unpolished, genuine content rather than a polished yet impersonal brand. Show that you don’t know it all, but you have a couple of cards up your sleeve… and they're aces.

5) Uncharted Waters Lead to Pretty Beaches

Life’s a journey, right??

Whether it’s a viral post or a viral infection, it’s crucial we adapt.

It's more than just surviving the storm; it’s about moving so you’re always in the eye. Unpredictable tides can take you places you might have missed—places you fit right in.

Embracing uncharted waters means getting more comfortable with uncertainty. It’s about trusting that even if you don’t have all the answers, you have the skills and resilience to figure it out. The more you step into the unknown, the more you build your capacity to handle whatever comes your way.

Adapting to the unexpected also involves being proactive. Instead of waiting for opportunities to arise, seek them out. Reach out to your community and engage. This might mean collaborating with others in your industry, exploring new content formats, or venturing into new platforms. The digital landscape is ever-changing, and those who navigate its shifts will position themselves better for success.

By embracing the unexpected, I am becoming part of an amazing community and already feel exponential growth.

Something I can plant my roots in and learn from.

Alright, guys, that’s the end of my spiel… At least my first one.?

Keep it 100,

Luka Ivkovi?