Mastering Social Media Marketing: Strategies to Avoid Common Virality Pitfalls
In today's ever-evolving world of social media marketing, the quest for virality is the Holy Grail for digital marketers, content creators, and brands. The phrase "Make us go viral" echoes across boardrooms and social media teams, but as any seasoned social media strategist will tell you, achieving virality is easier said than done.
The Viral Dilemma: Timing and Approvals
In the fast-paced landscape of social media marketing, timing is of the essence. However, a substantial hurdle often stands between a brilliant content idea and its execution: the approval process.
Brands with meticulous approval processes are inadvertently doing themselves a disservice. While approvals are critical to prevent controversy or misrepresentation, an overly stringent approval process can significantly delay content release. By the time you get the green light, trends may have shifted, leaving your content outdated.
When it comes to approvals, collaboration is the key to success. Legal teams, upper management, and social media managers must collaborate effectively to streamline these processes. Establishing clear guidelines and maintaining open communication channels with decision-makers is vital. Achieving a balance between creativity and compliance ensures that your content remains relevant and timely, avoiding the pitfall of posting month-old trends.
The Quest for Quality in Social Media Content
If your goal is to go viral, there might be a temptation to churn out as much content as possible rapidly. However, it's essential to strike a balance between speed and quality. Contrary to popular belief, well-crafted content consistently outperforms hastily created posts.
Social media users crave authenticity, creativity, and value. Consistently delivering these elements can propel your content to viral status. You don’t need a professional camera and scriptwriter to create quality content, but good lighting and a fully-fledged idea can make a substantial difference.
Relevance: Tailoring Content to Your Audience
One of the most common issues observed in branded content is its complete irrelevance to its audience. While it's tempting to jump on trending topics, you must consider your audience's expectations and desires first.
Picture this: you're scrolling through your social media feed, and suddenly, your accountant appears in a video, enthusiastically participating in the latest TikTok dance trend or showcasing their "Girl Dinner." It's amusing, but it leaves you wondering, "What does this have to do with accounting?"
Your content might be brilliantly crafted, but if it doesn't align with what your audience expects or desires, it's destined to be lost in the digital noise. However, here's the silver lining: you can adapt these fun trends to your niche. For instance, that same accountant could use the "Girl Dinner" trend to show off their trusty calculator and spreadsheets, or perhaps create a post with the blurb "Your Girl Dinner After Hiring Me," featuring a stack of money or an absurdly fancy dinner. By infusing relevance into trends, you transform them into powerful tools to engage your audience.
Avoiding Overthinking in Social Media Strategy
In the pursuit of social media virality, it's easy to fall into the trap of overanalyzing every post, tweet, or video. While planning is vital, excessive analysis can stifle creativity and spontaneity, which are often essential ingredients for viral content.
Cracking the Algorithm Code in Social Media Marketing
In the vast digital landscape of social media, algorithms serve as both friend and foe. These intricate code-driven gatekeepers decide what content gets visibility and what gets buried in the depths of users' feeds. Understanding and navigating them is a critical part of the virality equation. Pro Tip: Pay attention to new feature releases. The algorithm will want to push their new features so if you jump in and utilize them, they’ll likely push your content.
A Final Thought: Setting Realistic Expectations in Social Media Marketing
It's imperative to remember that while a viral video can boost brand awareness, it doesn't automatically translate into increased sales. Brands should keep their expectations realistic when working with social media marketing. If the only goal is to go viral, there’s a major gap in your strategy.
Achieving social media virality involves a multifaceted approach. Overcoming barriers such as approval processes, content quality, relevance, overthinking, and algorithms is vital. While virality is a desirable outcome, it should be part of a broader social media marketing strategy focused on meaningful connections and realistic outcomes. If you’re struggling to understand the complexities of each platform, check out my blog on the top social media platforms and how you can use them like an expert.