- Organic Growth: Visibility and growth via organic content are dwindling.
- Viral Myth: ‘Going viral’ is increasingly rare and unpredictable.
- Misunderstanding: Brands often overestimate the benefits of viral content.
- Temporary Exposure: Viral success can strain businesses, hurting reputation.
- Investment Needed: Success on social media requires strategy and resource investment.
In today’s digital landscape, it’s becoming a herculean task to solely depend on organic growth via social media platforms.
Admittedly, a small fraction of content creators do strike it rich, primarily due to their knack for crafting deeply engaging content that resonates with the masses.
But, let’s face it, for the vast majority of us, attaining such meteoric success isn’t in the cards.
During the nascent stages of the social media boom, these platforms were parched for content; they thirsted for every bit of user-generated material they could get their hands on.
But now? The tables have turned dramatically.
There’s a veritable glut of content — an overwhelming surplus — with more being churned out each second.
Consequently, the likelihood of your photo, video, or tweet being stumbled upon and appreciated by a large audience has dwindled significantly.
The digital spotlight that once made it possible for a post to attract broad attention is now a dim flicker in a vast sea of content.
The fabled notion of ‘going viral’ has, in many ways, become a digital myth. While such viral moments still occur, their frequency has dwindled.
It’s becoming increasingly elusive, akin to finding a needle in a haystack.
In the realm of platforms like TikTok, it’s crucial to understand that the model favours individual pieces of content rather than the creators themselves.
Sure, your video may take off and reach a wide audience, but the odds of replicating this success with the subsequent video are dauntingly slim.
This brings me to a common misperception amongst brand owners.
Requests to agencies or social media managers for ‘viral’ content seem to be commonplace.
However, this reveals a fundamental misunderstanding of the workings of the medium.
The demand for viral content reflects a desire for quick wins without a solid grasp of the inherent unpredictability and transience of viral success.
The benefits of viral content are often ephemeral and can paradoxically have detrimental effects.
A brand may enjoy a surge of exposure, but is the business equipped to handle such a rapid increase in demand?
The answer is often a resounding ‘no’.
The resulting strain on resources can lead to compromised service levels, which in turn may impact the brand’s reputation negatively.
And let’s not forget that sometimes brands ‘go viral’ for all the wrong reasons.
Pinning hopes on massive organic traffic on social media, without a willingness to invest resources, is tantamount to chasing a mirage. It signals a lack of understanding of the medium’s complexities and the necessity for a robust and sustainable growth strategy.