The Myth of Virality and Why the Long Game is often a Better Route
Desperately chasing viral content? Think again! 🤔
A brand or content creator on constantly chasing viral content? Here’s why you may need to rethink your social strategy… Viral content has seemed to become the ‘Holy Grail’ for many brands. The idea of reaching millions of people overnight and achieving instant fame and success is incredibly tempting. But chasing virality can be just that… fleeting. Brands or content creators should focus on sustainable, authentic content instead and play the ‘longer game’. Here’s why…
Short-Term Hype, Long-Term Fade? 💡
Viral content has a fleeting nature. It will create a surge of attention, engagement and potentially sales (more on this later, it can be nuanced) in the short term, but it also tends to lose relevance and disappear just as quickly. Brands that prioritise viral content often find themselves constantly chasing the next big thing, which is exhausting and unsustainable cycle. Investing time, resources, and energy into short-lived trends can hinder long-term brand-building efforts.
Ask yourself what value am I adding to my audience with this content? Is this content in line with our brand values and authentic to us or are we just jumping on a trend? It’s important to have fun with your content but in a way that works for you and your brand. This is a top tip in creating a sustainable and authentic brand in the Creator Economy, and crucial in building trust in your audience.
Lack of brand alignment 👻
Viral content, when done for the wrong reasons, can be super detached from a brand's core values and messaging. While it may generate attention, it does not necessarily contribute to brand awareness or loyalty. In the age of authenticity in community building, this is not something we want! Instead, brands should focus on creating consistent and authentic content that aligns with their values, building a strong and recognisable brand identity.
The key is to create cohesion with trends and brand alignment. Glossier do a great job at this!
Quality vs quantity 🤳
IDK who needs to hear this, but creating valuable and meaningful content takes time, effort, and expertise (it’s literally why marketing professionals exist!) By prioritising the creation of high-quality content, you or your brand can establish yourself as a trusted authority in your industry, fostering long-term relationships with your audience. It’s not about who visits your page, it’s about who visits and STAYS there. Organic marketing can be so beautiful, but it’s SO boring seeing the same trends simply being regurgitated, which lacks creative stimulation.
You can grow your account at a rapid speed and have *some* content go viral but having a strategy solely focused on being ‘on trend’ can compromise your reputation and credibility. We want to focus on QUALITY, not just quantity! Staying true to yourself and your brand is paramount.
Return on Investment (RIO) considerations 💸
While viral content can generate a sudden surge in visibility, it does not necessarily translate into tangible business results. Going viral does not automatically guarantee increased sales or brand loyalty (sadly!). A more sustainable marketing strategy that focuses on audience engagement, relationship building, and long-term content creation has a higher potential for delivering consistent and measurable ROI. Consistent sales are good sales!
SUMMARY
Building a strong foundation through consistent and thoughtful content is the BEST way to build your online presence. While the allure of viral content may be tempting, be cautious about prioritising it as the primary marketing goal. Instead, investing in sustainable marketing goals that focus on brand alignment, quality content, and long-term relationships with the audience is more likely to yield positive results. By prioritising authenticity, consistency, and value creation, brands can establish themselves as trusted entities in their respective industries, standing the test of time and building a loyal customer base. Plant the seeds and water them! 🌱
What brands and creators do you think are standing out right now? 👇
