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The opinions expressed by the entrepreneur's contributors are their own.
This article was written by Lindsay Patton, an entrepreneur NEXT, who is supported by an assembly expert. If you want to take the next step in your company, we recommend you take a look at Assemble's Entrepreneur NEXT.
Social media is more than viral.
Today's term "viral" refers to content that is shared outside of the target audience. You've probably seen viral content get through morning news, social media, and if the content goes far enough, into your grandparents' emails.
Yes, it's exciting to see viral stories, brands, and videos – especially for those involved who can bask in their 15 minutes – but getting viral isn't a long-term solution. It also takes a lot of work for brands to analyze the content and put a careful strategy behind it.
It is usually not a coincidence that a brand goes viral. Behind the scenes, there are meticulous measures to ensure that the content appeals to the right audience and then invest time to deeply understand that audience. Viralizing takes effort, and content is often scheduled months in advance.
A viral post or story is a great way to keep a lot of eyes on you at the same time, but what happens afterwards?
"Can you go viral?"
The answer is no. Social media strategists cannot make content “viral”. Not without careful planning, high quality content creation and a long term strategy.
The question, "Can you make it viral?" Is a great way to wince a social media strategist. They know that growing engagement and long-term followers are far more complicated than making content viral.
While there are ways for brands to strategically go viral, people are more likely to go viral than companies. It is the "social" in "social media". People come to these platforms to connect with people and enjoy watching content that has no motive to sell a product or to attract customers or customers. The Internet chooses what goes viral, and the Internet can distinguish between authentic and manufactured content.
Going viral also means that a brand has to take a risk to stand out. Think of the latest brands that have gone viral. Wendy is famous for her Twitter presence because the fast food chain took an unorthodox approach to content marketing: to be mean. And Twitter users loved it.
If it is important for a brand to go viral, the strategy must be specific and detailed.
Long-term growth> go viral
One of the biggest challenges for people who have had viral success is creating the next best content. It increases the insurmountable pressure on a person or a marketing team to overcome the “second year slump”. If you know that, a big disadvantage of virality is that people fall away quickly. You are looking for the next best product from the account. If the user does not take content to the next level, the users become disinterested and begin to engage less or not at all.
To avoid a big decline, structure your social media strategy and goals so that you are consistently committed to going viral. Fortunately, long-term success and viral success have something in common: good content. The difference is that a strategy has less pressure to outperform. Instead, you can improve and develop your content skills over time to achieve natural growth instead of putting all your eggs in a small content basket.
Through long-term growth, consistent collaboration between a user and a brand helps build relationships and trust over time. It is difficult to take care of every comment on a viral post. With a long-term content strategy, you can easily tend to engagement so that individual users feel seen. This giving / receiving in the form of likes and comments feels personal. These interactions form loyal followers who are likely to tell their friends about their positive social media experiences with your brand. The more loyal followers interact with your posts, the more likely they are to go viral.
The power to have a committed social strategist.
Hiring an individual, or even a team of social media experts, can help optimize your strategy and ensure that your brand is focused on strong branding and engaging content that leads to trust and connection that prevent users to click the “Don't Follow” button. Experts know that branded social media is no longer about product advertising and sales, but about creating content that connects. Strategists help create a people-focused content strategy that attracts more followers and engagements. It's easy to focus on products and services, but modern marketing is incredibly nuanced and personal.
An expert can also know how to transform social media analytics into actionable changes that drive growth. You'll look for trends in posts that perform well compared to lower performing posts. By linking the points between the analyzes of the individual social platforms and the released content, social media strategists optimize the released elements in order to adapt them to user behavior and mood. The more these analyzes are examined, the better your brand understands your audience and how you can curate and create content for them.
If you are looking for a strategist, go with someone who pushes back. Yes, it is difficult to get a pushback if you have your own brand vision, but trust the strategist. You are in their world and they have the skills to get your brand where you want it to be. It is also recommended to look for specific expertise. Every social media strategist has something else to offer. Some are brilliant with creative content, while others are analytics superstars or detailed advertisers. You may need to put together a small team of nice experts to get the results you want efficiently.
Whatever happens, your strategist will work with you on the same goal: growth. Remember when implementing new practices and making suggestions for content. You want the best for your brand just like you do.