Having a post go viral feels like the stuff of dreams. Suddenly, it’s as if all your hard work is paying off. Your post is getting exponentially more likes, comments, and shares. Your follower count keeps increasing. It’s smooth sailing from here. Or is it?
Going Viral Isn’t Always Good
Like winning the lottery, the odds of a post going viral are highly unlikely. It doesn’t stop people from hoping and dreaming their next post will be “the one.” What if you were the lucky one in a million who experiences a viral success story? The dark side is that each subsequent post feels weightier. Virality keeps you chasing the coattails of your prior success. But what if every post afterward “flops” in comparison? The negative impact of that hurts both the creator and the company. Chasing virality is akin to a hamster on a wheel, it keeps you going in circles.
You might still be tempted to believe that a viral post will yield an increase in sales. Virality doesn’t equate to vitality for your brand. While you might see an increase in likes, comments, and follows, there’s no guarantee those will lead to conversions. Nor is there a guarantee that your viral post is reaching your desired target audience. You might see a dramatic shift in initial impressions, but never see it lead to sales. In fact, all the people who raved over your viral post might never interact with you after that initial exposure. Bottom line – a large following who doesn’t convert is just a number holding space on your page.
Another issue brands face with viral posts is that there is no ability to contain or control the narrative. Once the post has gone into the ether, it is up for grabs for comments, reposts, and remixes. What started as a post in your brand’s voice has now become the playground for anyone with a social media account. Viral posts often get shaped and reshaped, but not by the original poster. For a brand, this can damage your voice, values and vision.
Focus On Building Sustainable Growth
Authenticity, trust and engagement are the bedrock of your marketing success story. In an oversaturated, AI digital landscape, your brand’s unique voice is needed more than ever. Your social presence, built over time, gives insight into your brand. Your social sphere provides opportunity after opportunity for potential customers to get to know your company. Trendy posts are great supplementary additions. They have the ability to add levity and humanize your brand. The majority of your posts, however, should highlight who you are and what you uniquely offer to the world. Posts that connect with your values and beliefs as a company translate better than those that don’t.
More is not always best. Over-posting brings additional noise for potential customers to scroll past. In the opposite vein, rarely posting sends negative signals to consumers. The sweet spot is when you have consistency combined with quality. It is worth saying…If it’s not easy to replicate, you probably won’t do it. Viral posts, where much is left to chance, are incredibly hard to replicate. A content strategy that you can easily adjust not only saves you time, it allows you to highlight different aspects of your company on a regular cadence. This strategy allows you to invest in the quality of your posts, instead of focusing solely on the quantity.
Additionally, you need to build credibility in your online sphere. Consumers are more likely to convert when they can trust you. Trust is built over the course of impressions that continue to tell the consumer that you are who you say you are, and your company can do what it says you can do. But how do you do this? Whether you have weekly educational posts as a part of your content strategy or use LinkedIn to showcase your insights into your corner of the business world, find a way to highlight your brand’s expertise. What this doesn’t equate to is stale content. In fact, you have the ability to customize and add personality as it makes sense for your brand.
User Generated Content Can Build Trust
Alongside education, trust is gained through shared positive customer experiences. One way to showcase this is through user-generated content. User-generated content (UGC) includes photos, videos and reviews created by customers and fans rather than your company. User-generated content is the litmus test for authenticity in a skeptical consumer marketplace. It is not about allowing outside influences to post without processes in place. Brands who utilize it well have operational guardrails to ensure that content is aligned with company values and voice. User-generated content allows your brand to grow their engagement. As users share their experiences with your brand, it opens the door to comments and conversations with a broader audience. This allows you to gain insight into what current and potential customers think about your company. This data can inform future content decisions. It also allows your brand a natural invitation to personally engage with people and point back to the real human(s) behind the brand.
Slower Growth is Sustainable Growth
While a glacial pace is not desired or recommended, you want to grow your brand at a pace your infrastructure can support. Outpaced growth puts strain on your business that will be passed down to the consumer. In the digital era, consumers are more than willing to share negative experiences across all platforms. Healthy growth allows you to maintain quality and deliverables, while scaling for the future. Choosing to grow at a pace that builds brand loyalty and consumer trust equates to keeping your customer at the forefront of your mind.
Consider the long game for your brand. When it comes to the future, you want to build something that honors the vision and values of your company. When you choose sustainable growth, it is good for both the consumer and the creator. While virality leaves much up to chance, sustainable growth is the outcome of a clear strategy. If you want to experience success, build it on a foundation meant to last. Do you want to build a solid strategy but are unsure of where to start? There’s no need to stay stuck. JSK Marketing is committed to delivering creative strategies that build loyal brand ambassadors. Let’s dream together to ensure your future success.
