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Virality is so overrated - believe me! You write a post and out of nowhere it takes off You watch in awe as the impressions climb ever higher 10,000 - 20,000 - 50,000 - 100,000 will it ever slow down Over the course of a few hours you break through 200,000 And the dopamine is flowing freely → Your shell shocked → Your spouse is confused → The kids think your an influencer But from me to you - lap it up and move on! → From experience → Just one viral post → Messes with so much → You gain a new audience → Unlikely they're Ideal Customers Your next week of posts all perform slightly above average But over a period of time you come to realise this → Viral posts - do not create sales → Viral posts - do not create leads → Viral posts - do not create relationships But now you are addicted to dopamine! ↳ and that is bad So from me to you ↳ Don't focus on virality → Focus on the value you create → Focus on the relationships you built → Focus on the people you help out each day Because I can say with absolute certainty → My clients → All came from → Posts that I thought → 𝗛𝗮𝗱 𝗰𝗼𝗺𝗽𝗹𝗲𝘁𝗲𝗹𝘆 𝘁𝗮𝗻𝗸𝗲𝗱 📢 Let's discuss in the comments - is it Virality or Value that wins? PS. what are you focussed on right now?
Dan Gwalter pretty good insight, thank you. However, I think it depends. If the viral post touches just small percentage of your ideal clients, perhaps this is enough to plant the seeds of awareness and get them on the journey of discovery. It would be an interesting question if the tanked posts generated leads and engagements before or after the viral post. In this way I would think viral posts can be helpful.
I have had a few posts that reached 500K-800K impressions and it was incredibly stressful to deal with the comments and DMs that resulted. Yes, my audience grew rapidly, but you wonder if it's the "right" audience.
I don't think the moment is bad in itself, it depends what you do with it. I got a couple of good videos and posts- not 100s of thousands by any means but probably around 5-10x of my average ones, sometimes a bit more. The main trick is not letting that diminish the other work, but taking the time to analyse what went well in those particular pieces and understanding the process of how it happened.
Totally agree, Dan! Value over virality, always. Curious, have you seen difference in engagement between viral and value posts?
Virality may give a quick high, but it's the long-term value that truly counts. Are you chasing likes or building meaningful connections? What's your focus these days? Dan Gwalter
If they're infected, definitely Dan.
So bloody true Dan. The most impactful (impactful being relevant eyes on my content converting into enquiries) posts in my experience get very low impressions/comments/reposts .
Dan you heretic
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5dIll respectfully disagree Dan. What sort of viral post are you talking about? The "right" content that goes viral with a clear ‘call to action’ can generate sales, or leads, or be the beginning of a relationship. That’s the numbers game at play. More eyeballs… more potential. Few succeed in creating viral professional posts on purpose. If there was a formula we would all be at it every day. Change my mind.