Have you ever found yourself grappling with low views and engagement on your social media platforms? You might try hopping on trending topics, hoping they will boost the virality of your content. But, even with all the effort, you don’t see any leads, followers, or the conversions you were aiming for.
In this blog post, we’ll dive into why virality might not be as crucial as you think for your content creation and marketing efforts.
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Why Can't I Go Viral on Social Media? Things to Consider about Trending Content and ‘Going Viral’
Why Virality Isn't the End-All in Marketing
Previously, I discussed how to surpass 200 views on TikTok. The two main strategies included leveraging SEO keywords and following TikTok trends. These methods can indeed help boost your views and engagement, raising your awareness levels significantly.
However, if you’re past the stage of just increasing views and engagement, and are looking to generate solid leads or sales, these strategies alone won’t cut it. You need to align your efforts with your specific business needs and objectives.
The Importance of Purpose and Metrics
Consider what you actually need right now in your business and marketing efforts. It’s vital to align your tactics with your objectives. Wasting effort and money on strategies that don’t translate into tangible results is just that—a waste. Identifying critical metrics such as followers, profile visits, saves, and shares is crucial.
For example, while SEO keywords and trending content on TikTok can greatly increase your views and engagement, they might not generate the leads you’re aiming for. In my case, Despite significant improvements—up by more than 120% in some cases—actual lead generation can remain low.
Discover how to create a sustainable global social media strategy here.
Understanding Engagement and Results
I’ve noticed that while engagement and reach might soar, the clicks and tangible conversions often stay low. The metrics show a clear difference between high engagement and actual follower growth. Notably, shares frequently match follower stats more closely.
For instance, when analyzing the periods from March to August, it’s evident that my content’s shares and saves are more reflective of content value. This is where people find your content valuable enough to save or share, which can significantly boost leads and followers.
Shares and Saves Over Likes and Comments
Thus, to truly improve your lead generation and conversion, focus on creating content that encourages sharing and saving over merely gaining likes and comments. Engaging content that gets shared or saved is seen as more valuable to your audience.
I’ve also experienced generating several leads from YouTube videos with just 23 to 100 views. This underscores that providing valuable content based on your expertise is far more effective than chasing trends and viral content.
I hope this post helped you rethink your approach to social media marketing. Virality for virality’s sake isn’t the key to success. Instead, focus on creating valuable content that drives shares and saves for better lead generation and conversions.
I’ll see you in the next blog!
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Hyein
I’m an award-winning global marketing expert running HY Marketing in South Korea. We help businesses succeed in South Korea, Japan, and English-speaking markets through social media and Facebook ads.
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