“Can you make my account/post go viral?!”

You don’t know how many times we’ve been asked this question during a consultation call. And we will always have the same answer --

“Maybe -- but that’s not our goal here.”

We will provide plenty of tips and tricks in regard to getting your content in front of the right eyes but “going viral” is never going to be one of them. Let’s dig into the idea of virality.

What does it mean to “go viral”?

In dictionary terms, virality (adj.) refers to the state of being viral: something that is spread quickly, often by word of mouth. Almost like an out of control virus, spreading rapidly, in our case, across the web.

On social media, viral content attracts thousands of comments, shares, engagement, etc. But going viral doesn't always happen overnight. Some posts are online and visible for months, even years, before they suddenly take off. And more often than not, viral content isn’t planned.

When we see competitor content go viral, either organically or with the push of ad spend, we might be tempted to pursue the same. Comment after comment of heart eye emojis, reels being sent to endless friends, thousands of likes - why wouldn’t that be the goal?? 

It’s true, relevant engagement is the goal - but does going viral produce that result?

The short answer is no.

Chances are, your viral content was novel or extremely controversial. But is this something you can sustain or even replicate?

Going viral results in a sudden influx of engagement. You might get 500-1,000 (or even more) followers if your Reel, TikTok, or feed post accomplishes this goal but of those 1,000 followers, how many will unfollow in the next weeks and months? And how many of the remaining followers will actually click the link in your bio to make a purchase or ever comment on your content again?

Shortly after your singular post takes off, your engagement will drop and your account will lose favour with the algorithm. After one success, you might try to plan viral posts and put extra funds and energy into their creation but unfortunately, you’re working against an algorithm that you will never fully understand. 

No one has the sure key to becoming a viral sensation. 

Chasing a viral status often leads to content that prioritises short-term attention over long-term value which can alienate your core audience. They will quickly recognise and reject superficial attempts to capture widespread, online attention, potentially causing you to lose their trust and support. By staying true to your brand and consistently delivering valuable content, you can build a loyal following that drives ongoing success.

Instead of trying to go viral, focus on developing a comprehensive content marketing strategy that prioritises engaging your target audience with quality content. Your primary goal should be to build meaningful connections with individuals who are genuinely interested in your product or service. These authentic interactions are the foundation of sustainable growth on social media. 

Our top tips for creating meaningful content that fosters sustainable growth are:

• If you’re just starting out, brand awareness and recognition should be your top priorities. You want to take up space in the market and that becomes so much easier once you’ve established brand recognition. If you go viral in your first month but your new followers click to your profile and see little engagement, a handful of mediocre posts, and no testimonials then these followers will direct their attention and purchases elsewhere to brands they know and trust.

  
  

• Create content answering the questions of consumers. This doesn’t require a Q&A session with five customers. Rather, type in a question about your product on Google and click the “people also ask” feature (see below). This will show you relevant questions about your type of product/service potential customers are searching for online.

• Focus on quality and consistency over output. If you’re posting just for the sake of posting with no real strategy then you’re missing out on conversion opportunities. Your content should be driving followers into your marketing funnel(s). If you’re not using a marketing funnel to create your digital marketing strategy, you’re losing time and potential customers.

  
  

• Use your social media presence to build trust, thought leadership, and industry authority. There is a time and place for filler content but if a majority of your content is fluff, you’re not proving that you have a deserved place among your competitors or in the industry. 

If you need support building a killer brand and/or content marketing strategy, get in touch with the House of Five Studio team.