So you've heard that the holy grail of marketing is creating content that goes viral, haven't you? Guess what? It's not all sunshine and rainbows. Virality isn’t a solution to a low marketing budget, it can cause you far more problems than it “solves”.
Sure, viral content can give you a moment in the spotlight, but what about longevity? You're in it for the long haul, right?
Creating dependable, quality content that consistently engages your audience is like planting a garden. You’re in for a better yield than putting all your eggs in the basket of a one-hit viral wonder. It’s all about nurturing those customer relationships with genuine care, not just razzle-dazzle and empty spectacle.
Instead of focusing on an elusive viral homerun, focus on understanding your audience and a marketing strategy that speaks to their needs and challenges.
But…why not go viral?
Sure, watching those view counters skyrocket can feel like the ultimate success, but let's get real. Most of the time, your viral content is spreading faster than you ever imagined. Now for the kicker: this vast audience isn't necessarily filled with future customers or die-hard fans.
This instant fame rarely translates to ongoing value for your brand. Your viral moment might not only miss the mark with your desired customer base, it could also distract you from genuine engagement strategies that build long-term relationships.
And let's not forget about the random nature of going viral. It’s akin to throwing a dart blindfolded and hoping it hits the bullseye. Not exactly a sound strategy, right?
Instead of going viral, focus on consistent, quality content
Consistently sharing content that your audience relates to and engages with is a long-term strategy - I’ve seen this for myself!
I hate doing social media marketing, i know how to do it well, but it feels very time consuming…but also - I need it.
For TikTok, my strategy is to record about 15 videos a month and sharing them Monday, Wednesday, and Friday each week. Wash, rinse, and repeat.
While the growth is slow, it is steady. Routinely getting more views, likes, saves, followers, and comments (pretty much in that order as well).
This isn’t a “viral strategy” - one to drive huge follows and views within a month, but it allows me to connect to the audience I want to and allows me to not get burnt out churning out hundreds of videos and being disappointed in they don’t deliver viral results.
But always be prepared for virality (you never know what the algorithm will do)
It’s called going viral for a reason, it can pop up out of nowhere! One minute, you're a face in the crowd; the next, you're the name on everyone's lips—or screens, to be precise.
Here are four things you need to have ready:
- Microsite: Remember, if you go viral, you'll need a digital home base—a microsite. It's like your online calling card that says "Yeah, I'm legit." It doesn’t need to be complicated, but it does need to be something.
- Opt-In Funnel: It's not just about gaining temporary claps on social media. Entice your newfound fans to sign up so you can continue to connect with them off of social media.
- Newsletter: Don't be that one-hit wonder who vanishes after their 15 megabytes of fame. Send out a regular newsletter—at least once a month.
- Legal Documents: It sounds like the boring part, but unless you want to be on the hook for something unexpected, get your legal ducks in a row:
Aiming to go viral is akin to betting your hard-earned cash on lottery tickets. Sure, striking gold feels great, but let's not forget the real MVPs in the marketing world: consistency, strategy, engagement, and value.
If you're nodding along but your online presence still looks like a ghost town, maybe it's time we had a
chat.
Go ahead and s
chedule your free consultation call. No strings attached, just some friendly advice to pave your road to marketing success. And who knows? With the right moves, maybe going viral will just be the cherry on top of a well-baked strategy. But remember, it's not the goal—it's the bonus round.