Is Going Viral a Sustainable Content Strategy?

Imagine posting a video, and waking up the next morning with a million views. Crazy, right? It seems to happen all the time to lots of creators. The idea of ‘going viral’ is something that gives content creators something to work towards and makes us feel successful. While brands may succeed in gaining new followers, likes, shares and views, the fame is short lived. In this article, we will discuss the pros and cons of creating potentially viral content, and how it can make or break your brand identity.

What does it take?

Content creators are willing to go the extra mile to make their content have the potential to go viral. This can mean spending too much time on a time sensitive trend, or even so far as sacrificing the identity of your brand.

Quality over Quantity

As apps like Tiktok and Instagram Reels have quickly consumed social media, we are constantly consuming trending content, often based on a song or audio that others use and repurpose as it fits them. According to SproutSocial, 84% of marketers and advertisers are increasing their spending on TikTok. Because trends come and go so quickly, social channels must be monitored closely to assure that there are no missed opportunities to go viral. This is a lot of work! Making too much trend-based content can easily make your brand stray from its usual posts- and you may lose your loyal fanbase.

Missing the Mark

In an effort to appeal to a mass audience, the people that you actually want to view your content may get skipped over. Viral content hardly contains meaning that will build a lasting relationship with your audience. 

Content that is created niche-specific is likely to resonate with your followers much more, that’s why they follow you in the first place!

Knowing who your audience is can help you create niche-specific content that will give you a loyal following that constantly engages with your brand!

Relationships

Just like in real life, building relationships takes time, trust, and consistency. It’s a good idea to take time and observe what kind of content resonates most with your audience. What are they interacting with most? The content you create should be based off of that.

Too Much Work?

There is no real formula to going viral. Instead of trying to impress people we don’t know, maybe we should be spending more time solidifying the relationships with the followers we currently have and creating content that they will find useful.

How Will This Bring New Business?

We’re not saying to cut out the viral mindset entirely, as the strategy itself is very useful. This method requires thinking outside of the box and on your toes. Creators can still create high-value content while attempting to bring in new attention from outside their niche. 

screenshots of our popular videos that were repurposed based off of viral trends
Content that we created based off of viral trends. It is important to make the trend fit YOU. Never sacrifice your brand to fit into a trend.

Final Thoughts

Using popular songs and audio to make niche specific content goes a long way. If there is a trend happening, don’t be afraid to hop on it, just apply it to your brand so that once the fad is up, the content is still relatable and valuable.

If you are dreaming about creating quality video content that resonates with your audience, hit us up! We’d love to help. 

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  1. […] about why you are creating reels. Is it to get views? Go viral? For now, creators are encouraged to keep posting content that is relevant to their audience. […]

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