Have you ever wondered what it takes to make your marketing content go viral? You're not alone. The quest for virality is a common thread among savvy marketers looking to amplify their reach. In a recent episode of the "Blame it on Marketing" podcast, we sat down with Will, the Head of Content at Sales Feed and co-founder of the social media community Social Social, to dive deep into the art and science of creating viral content.
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Will's transition from a sales role to a content creator is a testament to the power of consistent effort and genuine passion. "I started creating content on TikTok and LinkedIn," he shared, "mostly video content as more of a hobby." What began as a way to share sales learnings during the pandemic quickly evolved into a full-fledged content career. His dedication paid off when his boss recognized his potential, leading to a pivotal role in building a sales media brand.
One of the key takeaways from our conversation was the importance of consistency in content creation. Will emphasized, "The most important element of any of this is consistency, and that takes time to be consistent." He recounted his early days of posting daily on TikTok, which initially garnered modest attention but laid the foundation for future success.
"I made a mix of advice and humor videos and eventually it kind of picked up," Will explained. This consistent effort not only built his audience but also honed his content creation skills, increasing the likelihood of his posts catching fire.
Success didn't come overnight. Will shared his breakthrough moment when a video about his gratitude for a sales career unexpectedly went viral, amassing 1.2 million views in a day. "But that didn't happen because I made one video one day; it happened because I made 90 videos over 90 days," he noted. This viral success was a culmination of persistent effort and the subtle refinement of his content strategy.
Authenticity plays a crucial role in resonating with audiences. Will recounted a viral video featuring his CEO that struck a chord because it felt real and relatable. "It was very relatable because a lot of people get messages from their boss that make them anxious," he said. This authenticity not only humanized the brand but also fostered a deeper connection with the audience.
Will passionately advocates for empowering employees to be brand ambassadors. "People don't really connect with logos and companies as much as they do individuals," he stated. By giving employees the freedom to express themselves and share their unique perspectives, companies can build a more authentic and engaging brand presence.
"When you harness the brands of your employees, you can increase your reach 10-fold on social," Will added. This strategy not only broadens the company's visibility but also creates a more dynamic and relatable brand image.
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Moving beyond employee advocacy, Will touched on the importance of genuine customer advocacy. He shared a heartfelt story about receiving a baby carrier from a follower who appreciated his content. "He asked for nothing in return," Will recounted. This act of generosity highlights the power of authentic engagement over transactional interactions.
In contrast, Will warned against companies that attempt to barter products for promotional content. "If a company asks for four videos in return for a $400 chair, that's a dirty move," he cautioned. Authentic advocacy should stem from genuine appreciation, not from quid pro quo arrangements.
Wrapping up our conversation, Will offered several actionable tips for marketers aiming to create viral content:
"Be inspired and when you have inspiration, act on it," Will advised. By staying adaptable and leveraging multiple channels, you can increase the chances of your content gaining traction.
Lastly, Will highlighted the importance of building a community around your content. Responding to comments, engaging with followers, and fostering a sense of belonging can significantly enhance audience loyalty. "Respond to every single comment you get," he emphasized. This level of engagement makes your audience feel valued and heard, strengthening their connection to your brand.
In conclusion, making your marketing content go viral involves a blend of consistency, authenticity, strategic engagement, and a deep understanding of your audience. By following these insights from Will, marketers can craft content that not only has the potential to go viral but also builds a lasting and meaningful connection with their audience.
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