Are We Celebrating Viral Moments More Than Real Talent?
Visibility, algorithms, and the cost of short-term fame
In today’s digital culture, visibility often matters more than ability. A catchy clip, controversial moment, or 15-second trend can push a creator into the spotlight overnight. But as virality becomes the new currency, a critical question arises: are we rewarding momentary attention more than sustained talent?
This concern is increasingly relevant within Ghana’s creative space, where social media influence can outweigh years of craft, training, and consistency.
The rise of the viral economy
Digital platforms are designed to reward what spreads fastest, not necessarily what lasts longest. Algorithms favour shock value, humour, controversy, and repetition. Creators who understand trends can gain massive exposure sometimes without depth, originality, or long-term creative direction.
Talent, which requires time and discipline to develop, often struggles to compete in this fast-moving environment.
When attention replaces craft
In music, skit-making, fashion, and commentary, viral success is increasingly disconnected from skill. A single catchy line or meme can overshadow years of work by creatives who have invested in their craft but lack algorithmic visibility.
This has created a culture where being seen is mistaken for being skilled, and popularity becomes the main measure of value.
Short-term fame, long-term silence
Viral moments fade quickly. Many creators who rise suddenly struggle to maintain relevance once trends shift. Without strong foundations, mentorship, or professional structures, sudden attention often leads to burnout, pressure, or disappearance.
Talent, by contrast, is built for longevity but it requires patience from both creators and audiences.
The role of audiences
Audiences play a powerful role in shaping what succeeds. Every share, like, and comment feeds the algorithm. When entertainment is prioritised over excellence, platforms respond accordingly.
The question is not whether viral content is harmful, but whether audiences are willing to support substance alongside speed.
Platforms versus purpose
Social media platforms are tools. They can amplify both creativity and triviality. The difference lies in how creators use them and how the industry supports them beyond virality.
Without training pathways, industry standards, and sustainable opportunities, viral creators are often left to navigate success alone.
Redefining success
Success should not be measured only by views or follower counts. Craft, consistency, cultural contribution, and professional growth matter. Celebrating real talent means recognising work that evolves and endures not just what trends.
Finding the balance
Virality can be a doorway, not a destination. When paired with structure, mentorship, and opportunity, it can introduce genuine talent to wider audiences. But when it becomes the goal, creativity risks being reduced to performance for attention.
The challenge for Ghana’s creative economy and the digital age at large is to strike a balance: enjoy viral moments, but invest in mastery.
Trends fade. Talent, when nurtured, lasts.
MulticdbOnline