As with any well crafted song, building, business, etc., I think your social media needs a good foundation, something solid to build upon. Maybe it comes in the form of simple videos. Maybe they are a particular type of photo. These regular posts probably won't go viral, but they fill the need your followers have for consistency, for being dependable.
And having that foundation will then give you more freedom to experiment, to explore new territory. It's possible that one of those risks will pay off and go viral. Of course, some might absolutely flop. But as long as you are supported by that solid foundation, the flop won't be a tragedy. It will just be an experiment that did not work out.
Learn how Bands To Fans can help you find, engage, and keep your fans
See the full list of Bands To Fans interviews