I Want to be Famous!
Should going viral be a goal for your brand content?
There is a shared feeling when people see content that goes viral. When others hit the mark, we want to know their secret sauce to produce viral content for our business too. Unfortunately, the reason why some ideas go viral is often not really understood, and this can lead to misconceptions about creating popular content.
First of all, we usually underestimate that behind any viral content or idea that captures mass attention there’s a content creator who has committed years to producing consistent content without going noticed. These are people who have dedicated significant efforts towards understanding their audience. They have had the patience, endurance and consistency to produce highly-relevant and engaging content that builds momentum directly with their brand or business.
The question is, will “fame” align with the overall goals of your brand?
Research suggests that virality is closely connected with your ability to trigger an emotional connection with your audience. With a little research, you can test the waters and tap into a current trend to produce similar content that explodes across the Internet. However, the outcome of this strategy may not produce the results you were hoping for. The question is, will “fame” align with the overall goals of your brand?
Creating content for the sake of being famous – content that reaches a large number of people – sounds great. But does this align with the metrics of success you defined for your brand? How is going viral going to lead you to where you want to be? What kind of conversions will you achieve producing content for an irrelevant audience or niche? Wouldn’t you rather go viral within your own community and resonate with people most relevant to your brand?
Wouldn’t you rather go viral within your own community and resonate with people most relevant to your brand?
Resist the temptation to produce content for fame. If you can produce content that’s more authentic to who you are, and you have the endurance to find a real connection with your audience, it is likely that you’ll discover a successful strategy that builds momentum uniquely for your brand.