So many creators are chasing virality.
But working for virality is a trap. It’s the best strategy to burnout.
Instead you should start building an audience; here's why 👇:
But working for virality is a trap. It’s the best strategy to burnout.
Instead you should start building an audience; here's why 👇:
1. Everyone wants to go viral these days. But why ?
- Social media is becoming hyper competitive
- Virality seems like the magic stick to stem out of the crowd
- “it will avoid you the hard work”
- “it will save you months”
- Social media is becoming hyper competitive
- Virality seems like the magic stick to stem out of the crowd
- “it will avoid you the hard work”
- “it will save you months”
2. The truth is: virality is close to randomness
Yesterday I checked out 20+ resources on how to go viral, from a simple Google Search, and no surprise: going viral is a tricky equation:
Yesterday I checked out 20+ resources on how to go viral, from a simple Google Search, and no surprise: going viral is a tricky equation:
- the *right* content,
- posted at the *right* time,
- to the *right* people
- promoted,
- and then *maybe* it'll go viral.
- posted at the *right* time,
- to the *right* people
- promoted,
- and then *maybe* it'll go viral.
3. More work, random return
Writing for virality is a different field: different research, readings, resources, style.
Still, the odds of getting viral are close to zero: because so many creators are trying too ; because it’s a bet.
Hard to get once; hard to replicate.
Writing for virality is a different field: different research, readings, resources, style.
Still, the odds of getting viral are close to zero: because so many creators are trying too ; because it’s a bet.
Hard to get once; hard to replicate.
4. You’re here to grow your reputation
Why are you on Twitter, writing?
For short-term results sure. But you have long-term goals:
- A turn in your career
- The next job
- A better pay
- A solo biz
- Funding for your startup
It’s a reputation game.
Why are you on Twitter, writing?
For short-term results sure. But you have long-term goals:
- A turn in your career
- The next job
- A better pay
- A solo biz
- Funding for your startup
It’s a reputation game.
5. Reputation comes from loyal support
Building an audience will provide you with a loyal fan base.
A loyal fan base means potential:
- leads
- customers
- advisors
- advocates
- business partners
Building an audience will provide you with a loyal fan base.
A loyal fan base means potential:
- leads
- customers
- advisors
- advocates
- business partners
Don’t forget this is 2022, and what’s key to any business value is: retention.
Going viral might get you sales, newsletter sign-ups or coaching clients one day. But once it's over, it's over.
Going viral might get you sales, newsletter sign-ups or coaching clients one day. But once it's over, it's over.
6. So how do you build an audience?
2 magic principles:
a. Every day
A fan base is built content after content: it compounds.
Especially on social platforms, where advocates recruit new ones.
2 magic principles:
a. Every day
A fan base is built content after content: it compounds.
Especially on social platforms, where advocates recruit new ones.
b. Help others
Deliver value. This means you should understand the audience.
How? Talk to them. They’ll love it.
Ask if they liked your latest piece. What was missing. Then write a unique thread on what they need the most.
Deliver value. This means you should understand the audience.
How? Talk to them. They’ll love it.
Ask if they liked your latest piece. What was missing. Then write a unique thread on what they need the most.
7. Is going viral bad?
I'm not saying going viral is a lousy goal.
Some good things come from it.
But I am saying it’s not a goal: it’s one tactic among others.
And it’s not enough to grow reputation wise, or financially.
I'm not saying going viral is a lousy goal.
Some good things come from it.
But I am saying it’s not a goal: it’s one tactic among others.
And it’s not enough to grow reputation wise, or financially.
8. So, how to balance virality vs audience focus?
You might go viral a few times while building an audience, but don't work for that.
It’s complex, random, disappointing.
Take it as a good surprise.
Focus on audience, and you'll have a bigger impact than you can imagine.
You might go viral a few times while building an audience, but don't work for that.
It’s complex, random, disappointing.
Take it as a good surprise.
Focus on audience, and you'll have a bigger impact than you can imagine.
Conclusion
Why will your target support you when you need it?
- A pinned tweet that went viral 3 years ago ❌
- Or a series of insightful threads that consistently get attention ✅
Why will your target support you when you need it?
- A pinned tweet that went viral 3 years ago ❌
- Or a series of insightful threads that consistently get attention ✅
If you found value in this thread, please RT the first tweet.
Thank you for reading!
If you enjoy this content, follow me @litwin_sonia for more!
Thank you for reading!
If you enjoy this content, follow me @litwin_sonia for more!
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