A view is an event, not a business objective.
A piece of content can travel widely and still leave people unclear about what you do. That does not make reach meaningless. It means reach needs context. A launch, a recruitment effort, a local promotion, and a brand introduction can all need attention for different reasons.
Give each piece a job.
Write the intended audience, the thing they should understand, and the next reasonable action before developing the creative. That action may be learning about a service, visiting a location page, starting an inquiry, or remembering a point of difference. Not every post needs to close a sale. Every post should have a reason to exist.
Measure the path, not just the entrance.
Review the response in the context of the job you assigned. Did people watch long enough to encounter the message? Did the page they visited continue the story? Were the inquiries relevant? The answers help separate a creative problem from an audience or landing-experience problem. A single headline number cannot do that work.
A better brief
Replace “make this go viral” with “help this audience understand this distinction and take this next step.” It is a narrower instruction, which is exactly why it can lead to a more useful idea.