Going Viral Should be a Bonus, Not your Strategy
Imagine waking up to a phone full of notifications, hundreds of Twitter mentions, thousands of Instagram DMs, 10,000 new followers on all platforms. You’re overwhelmed. You’re so happy. You’ve made it. Now your content is spreading; it gets, even more, reach every minute. How did you make it? What happened? Why did this piece of content work? Did someone influential share it? What’s the next step?
So many people dream of this scenario. For some, that would be the ultimate accomplishment. For others, it would be the validation they’ve been seeking for years. And as I’m sure it feels fantastic to see our content being shared all over the internet, the effect such popularity will have on your business and future are often overestimated. Can going viral really change your life forever? It can. But it’s not as automatic and straightforward as people would expect.
The Audience Dilution, or Why Going Viral Doesn’t Mean Getting Rich
When you go viral, your content reaches a way broader audience than your followers, regardless of the platform you’re publishing on. People you don’t know, and that don’t know you start sharing your content with their audience, this new audience then starts sharing it with their audience, and so on. In a matter of hours, your content reached hundreds of times more people than it usually would.
This new audience doesn’t know you, and they might not even care about who you are. They shared your content because it was share-worthy. In fact, the vast majority of the new people you’ve reached with your viral piece of content won’t even wonder who’s behind the piece of content. Your content keeps spreading, but your audience isn’t getting much bigger.
You will get some new followers, that’s for sure, but these people are not ready to convert just yet. Some people that just followed you will only enter the top of the funnel. They now know that you exist, they aren’t customers however and they might not even buy anything from you ever.
Your followers are now a mix of people that already know you, your product, your brand, and your services, and a bunch…