Stop Caring About Going Viral

Stop Caring About Going Viral









Connor Snyder







July 18, 2024







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The old digital strategies aren't working. Unlike a decade ago, when new tools were coming out to help you reach your audience, today’s landscape demands a new approach. Followers don't matter, virality means less than ever, and consumers are getting smarter than you probably give them credit for

Table of Contents

The New Consumer



Today’s consumers do their homework. They want real value and authenticity. They’re not easily swayed by traditional sales tactics. Instead, they look for businesses that consistently provide valuable content.

This not only builds trust but also creates a loyal audience that turns to you first when they need something. To win their trust, your content needs to be genuine and helpful, showcasing your expertise and willingness to provide value without expecting immediate returns.

What Does Personalization Even Mean?

Social media platforms prioritize content that engages and retains viewers. This means businesses must create high-quality, eye-catching content to stay visible. Personalized content is what matters.

Personalization has been repeated by CMOs in boardrooms across the globe to point of being an almost worthless buzzword. So said more directly… talk about the thing people actually care about.

Too often businesses create what they want to talk about, instead of what their audience is concerned about. Talk about what's on their mind, instead of what's on your mind (which is likely a sell).

This works because in the internet economy, giving attention is what will get you attention.

Take the time to use AI, Google Trends, and most importantly, to TALK TO YOUR CUSTOMERS. If you get clarity on what they care about, you will know what content to make.

Rewarding Attention

Platforms reward attention. They profit the longer users stay engaged. As a creator, the best way to reach more people is by effectively addressing the problems your users, customers, or clients face.

The better you communicate with them, the more they will engage with your content. As more people watch your content, platforms will recommend it to even more users. This marks a significant shift from the past.

Previously, gaining new followers was a slow process, achieved painstakingly, follower by follower, and share by share.

Today, massive recommendation algorithms dominate. We live in the “For You” era, where platforms push great content to those they identify as interested.

Therefore, the most effective way to reach new people who care about your message is to continually practice articulating the problems, pain points, and experiences your audience shares.

I've Done This Wrong Before

My background is product development working with tech companies. One of the things that always happens when you're building apps is you get really excited about the features. You get excited about all the functionality and all of the tools. And what you fail to recognize is, while those things are useful for your audience, what they care about is the end result.
It’s the same thing with content. If you focus too much on the process of creating a video versus what that video is supposed to teach your audience, you completely miss the mark, and it comes across that way in your content.

I learned this the hard way. When demoing a new feature for an app I was working on, I initially emphasized its advanced functionalities. It had all this cool backend flash, super robust integrations, AI capabilities…. but this isn't what people cared about. The mechanics of the thing were not as important as the substance of the thing.

If the substance of your content is good, it will be shown to the right people. Focus on great substance, rather than views or virality, and you'll be seen by the right crowd.

Conclusion

Content creation isn’t optional for a business—it’s essential. To stay competitive, create content that resonates, leverages platform algorithms, and builds trust. The future of sales is all about communicating your value through content that speaks directly to your audience’s needs and concerns. By focusing on creating valuable, audience-centric content, you can drive engagement, build lasting relationships, and ultimately boost your sales.

A Content Team In Your Pocket

Building a strong social media presence can be tricky – but it doesn't have to be!

Our team at Storyy has helped hundreds of business owners script, film, and edit social media videos that share their authentic message online.

Our team are experts in:

Social Media

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