The term “going viral” holds a certain allure, evoking images of overnight success, fame, and a blazingly fast rise to the top. Definitions vary as to what constitutes going viral pushfm for example, notes that many marketers believe if content hits 5 million views in the first week then it’s “gone viral”. Many small businesses dream of their content spreading like wildfire across the internet, bringing them instant recognition and success. However, the reality behind the viral phenomenon often paints a different picture. While going viral can be exhilarating and boost your brand awareness, it doesn’t always translate into increased sales. Here’s why:
Fleeting Fame, Short-Lived Impact
Going viral often means a sudden surge in attention and views. However, this spike is typically short-lived. The viral content fades from the public eye almost as quickly as it gains traction, leaving creators grappling with the challenge of sustaining that attention or capitalising on it effectively. Going viral often means reaching a wide audience that includes people who might not be interested in your products or services. While your content may grab their attention momentarily, they may not have a genuine interest or need for what you offer.
Creating content that resonates with the masses is unpredictable. Even the most calculated strategies can’t guarantee virality. What seems like a formula for success one day might not gain any attention the next. The arbitrary nature of virality makes it a challenging goal to chase consistently.
Quality vs. Quantity
Viral content doesn’t always equate to high-quality content. Often, what goes viral is attention-grabbing, controversial, or humorous, rather than insightful or valuable. This emphasis on instant gratification can sometimes overshadow the creation of meaningful, lasting content. This might be fine if your only goal is to “go viral”.
Backlash and or Misinterpretation
Viral content is under constant scrutiny, inviting both praise and criticism. Sometimes, the message or intent behind the content can be misinterpreted or taken out of context, leading to backlash or negative attention that can harm reputations or brands. For some brands being controversial is part of their plan but they have to commit to managing this.
Impact on Mental Health Believe it or not some of our colleagues have experienced this. We haven’t but that’s because we do not concentrate on going viral for the sake of it. Instead, we prefer to concentrate on a customised content strategy depending on the goal of the client. The pressure to replicate viral success can take a toll on creators’ mental health. The constant pursuit of creating content that “breaks the internet” can be draining and lead to burnout, affecting creativity and overall well-being.
Attention ≠ Conversion
Attention does not equal conversion.
Rawmarrow is about helping you get more sales. When your content goes viral, it attracts a massive audience. People from all walks of life start talking about you. Your brand gets noticed thousands or even millions of potential customers. However, capturing attention is only the first step.
What are you going to do with that attention once you have it?
The Role of Engagement
To turn that attention into sales, engagement is crucial. Going viral might create a buzz and increase brand visibility, but it doesn’t guarantee that people will take action. They may like and share your content but not necessarily make a purchase.
Focus on quality leads and targeted marketing efforts can often yield better results than aiming for sheer numbers.
Be prepared if your content goes viral.
- Act Quickly and Strategically: Seize the opportunity while the iron’s hot. Respond promptly to the viral moment, acknowledging the attention and engaging with your audience.
- Understand the Viral Factor: Analyse what made your content go viral. Identify the elements that resonated with the audience and replicate those qualities in future content.
- Capitalise on Brand Awareness: Use the increased exposure to strengthen your brand identity. Reiterate your brand’s values, mission, and unique selling proposition.
- Convert Attention into Action: Direct the newfound attention towards your business goals. Encourage website visits, product purchases, or sign-ups for newsletters or loyalty programs.
- Nurture New Relationships: Engage with the audience that emerged from the viral moment. Respond to comments, answer questions, and foster a sense of community.
- Extend the Viral Reach: Leverage paid advertising and influencer marketing to amplify the viral effect and reach a broader audience.
- Measure and Analyse: Track the impact of the viral moment on website traffic, sales, and social media engagement. Use these insights to refine your strategies.
- Create a Sustainable Strategy: NEVER rely solely on viral moments. Develop a consistent content strategy that produces high-quality, engaging content regularly.
- Maintain Authenticity and Transparency: Stay true to your brand’s voice and values throughout the viral moment and beyond. Avoid gimmicks or misleading tactics.
- Embrace Long-Term Growth: Capitalising on virality should be part of a larger growth strategy. Use the momentum to build a loyal customer base and drive sustainable business growth.
While going viral can be exciting and help increase brand visibility, it doesn’t guarantee an immediate spike in sales. Remember that quality engagement and targeted strategies play a significant role in converting attention into tangible results. So keep your focus on building lasting connections with your audience, and the sales will follow!
Got any questions or need assistance with your social media marketing strategy? Feel free to reach out!