Virality is not a clear indication of great content. At the same time, just because your content doesn’t get shared with lots of people doesn’t mean your content sucks.
The problem with direct to fan marketing, aka Twitter or blogging, is that influencers are generally poor sharers. They’re riding the fame achieved through some other occupation: acting, writing, business. Celebrities are the unfortunate avenue in which many get their information.
Famous people will always have a high Klout score regardless of how boring or useless they are as social users. People are obsessed with engaging with anything celebrities have to say.
You may not be able to compete against the noise from Justin Bieber, Beyonce, Tom Cruise, or Rupert Murdoch. But you can at least share your voice and try to attract an engaged audience.
Quality content eventually finds the right people. If you don’t participate you don’t stand a chance at getting noticed.