Being Viral is Not a Marketing Strategy

Anytime someone downloads a social media platform, going viral can seem like the ultimate goal. But what happens after your video takes off and captures the world’s attention? For many brands, the real challenge lies in converting that buzz into sales.

How to Create Sales from Virality

1. Optimize Your Video for Conversion

Once your video is out there and gaining traction, make sure it’s optimized for conversions. This means incorporating clear calls-to-action (CTAs) directly within the video or its description. Include CTAs in the caption or overlay text encouraging viewers to visit your website or shop now. Make sure if you are encouraging them to visit a website, you make it easily accessible. Many people use Linktree to add all of their important links into one spot, if you are trying to make numerous things (LTK, Amazon Storefront, website, etc.) using a platform like Linktree or another landing page is ideal.

2. Leverage Your Video’s Popularity

Use the momentum of your viral video to amplify your reach. Share it across all your social media channels, embed it in your email marketing campaigns, and feature it prominently on your website. Engage with viewers who comment or share the video to build a community around your brand. The more you interact, the more you solidify your brand’s presence and credibility.

4. Create Relevant Offers

Capitalize on the attention your video has generated by crafting special offers or promotions that align with the video's content. For example, if your video showcases a new product, offer a limited-time discount or exclusive pre-order opportunity to viewers. Make sure the offer is clear, compelling, and easy to redeem.

5. Measure and Optimize

Track the performance of your viral video’s impact on sales. Measure metrics such as conversion rates, click-through rates, and overall ROI. Use this data to refine your approach for future campaigns. Identify what worked well and what didn’t, and adjust your strategy accordingly.

The Downsides of Going Viral

Achieving viral success is often seen as the ultimate marketing win. Brands dream of their content spreading like wildfire across social media, hoping that the resulting buzz will lead to a surge in sales and brand awareness. However, while going viral can offer significant visibility, it's not without its downsides. Viral success isn't always the best indicator of long-term marketing effectiveness.

1. Short-lived Attention

Viral content often enjoys a spike in attention, but this attention is usually fleeting. What’s trending today may be forgotten tomorrow. This short-lived nature of viral success means that while your content might capture a lot of views in a brief period, it doesn’t guarantee lasting brand recognition or loyalty.

2. Audience Mismatch

Virality doesn’t always equate to reaching your ideal audience. A viral video might attract a wide range of viewers, but these viewers may not be your target market. As a result, you might end up with a lot of views from people who are not interested in your products or services, leading to low conversion rates and wasted marketing efforts. For example, if you are a local boutique that does not ship orders, what good does it do to have people across the country viewing your content?

3. Unpredictable Results

The very nature of virality is unpredictable. There’s no guaranteed formula for creating viral content, and attempting to do so can lead to inconsistent marketing results. What works one day might not work the next, making it a risky strategy to rely on for consistent brand growth.

4. Potential for Negative Backlash

Viral content can quickly become a double-edged sword. While it can generate positive attention, it can also attract negative reactions or controversies. A viral campaign might be misinterpreted or criticized, which can damage your brand’s reputation and overshadow the positive aspects of the campaign. This is why staying true to your brand is SOOOO important. If you are trying to make viral content to gain a following, look at our past blog about how to leverage trends correctly

5. Lack of Control

When content goes viral, it often spreads beyond your control. This lack of control can lead to the content being shared out of context or being used in ways you didn’t intend. Managing the narrative and ensuring your brand message remains consistent can become challenging.

While going viral can provide a significant boost in visibility and brand awareness, it’s not a foolproof strategy for achieving long-term marketing success. The transient nature of viral attention, potential audience mismatch, and unpredictability make it a risky endeavor. Instead of focusing solely on creating viral content, it’s often more effective to invest in strategic, targeted marketing efforts that build genuine connections with your audience and drive sustainable growth. If you have content that goes viral, turning the views into sales is important. Stay agile, measure your results, and continuously refine your approach to maximize the impact of your viral video.

At 4Wealth, we understand that consistent, well-planned marketing strategies are crucial for long-term success. Although you may believe going viral can boost your sales, virality is not the key you’re looking for! Contact us today to learn how we can help you achieve your marketing goals with a more reliable approach.