Median 14-day unfollow rate after a viral Reel is ~31% of the new followers gained (n=180 viral events)

Median 14-day unfollow rate after a viral Reel is ~31% of the new followers gained (n=180 viral events)

Retention of followers added during a spike:

— Day 1-3: ████████ 100% retained
— Day 7: ██████ ~82%
— Day 14: █████ ~69%
— Day 30: ████ ~61%

Virality pulls in low-affinity followers from outside your niche; they churn once your normal content resumes and doesn't match the viral hook.

So what: a viral hit that's off-brand inflates your count then taxes your reach rate as those accounts go dormant. Net follower quality matters more than the spike — measure 30-day retained, not day-1 gained.