How to Go Viral on Social Media

Ever wondered why some content explodes online while other posts barely cause a ripple? We're peeling back the layers on virality in our digital world, revealing the complex dance between algorithms and authenticity. Join us, Terrah and Audrey, as we dissect the elusive beast of viral content. We'll guide you through the shifting landscape of social media where timing is everything, and we'll help you set realistic expectations for viral-induced growth. No empty promises, just a hard look at the fickle nature of algorithms and follower behavior.

Chapters

• 0:00 Understanding Virality in Digital Marketing
• 7:36 Viral Content and Algorithm Tips
• 19:18 Tips for Creating Viral Content
• 25:57 Going Viral on Social Media
• 36:16 Future Guest Recommendations for Podcast

Transcript

Speaker 1: 0:00

Have you ever wondered what goes into your favorite brand's digital marketing strategy? I'm Tara, the founder of TJ Creative.

Speaker 2: 0:05

Agency and I'm Audrey, the creative marketing director of TJ Creative Agency. Whether you're an influencer, a business owner, a content creator or just an overall creative person, we'll teach you how to create the perfect social media strategy and build your brand online. Welcome back to social sessions. Everybody, we are talking about virality today. We are talking about how to go viral, different strategies, why it's important, what it even means to go viral. And first I want to say I used to shit on going viral a lot and I just want to say normalize, normalize, changing your mind, normalizing. Why did you do that? Because, I mean, I still think there's some truth to it, but I would shit on it a lot because if you would go like super viral, it would kind of skew your metrics for a while because you might gain a bunch of followers and then they might slowly trickle off if you are not making content that replicates that very first viral video. And I still think there's some truth to that. But I think it's a little bit more of a give and take in the sense of like there is good that comes with virality in the sense of like it gets people to your page, but I also think, like having the expectations in going viral, of like knowing that people are definitely going to trickle off and just knowing that ahead of time because you can post a video and get a few million views, right, and I also you know what Backtracking I also think it's not the same which we'll kind of go into.

Speaker 2: 1:34

I people don't follow you as easily as they used to. So I think even two or three years ago going viral, you could have one video, get five million views and you could get like 1500 followers from that. Now I don't, I feel like it's less likely. People might go, look at your page and go, you know, see what you have going on, but I don't think people are as easy to see one video and immediately follow you. Yeah, I agree, you know, but I do think just having that expectation of like a lot of the followers you're getting right now might not stick with you. And that's okay. That it's not necessarily the purpose of going viral, the reason that your business should, should be trying that. But yeah, normalize, changing your mind. I'm not fully shitting on it anymore. I do think there's like there's good that comes with it, obviously, but I do think it's different.

Speaker 1: 2:29

Yeah.

Speaker 2: 2:29

I agree. So we're just kind of going to jump into it. I don't really have any updates for you guys, any tips for you guys this week, and I don't really want to force it, I don't want to just talk to you guys about things that don't really matter. So we really have a tip of the week, but I will say, if that's like something that you do look forward to in this episode, we put social media updates and tips in every single newsletter that we send out. So if that is something that you want, you can sign up for the newsletter. That should be in the description. But yeah, we send out like at least three updates every week, yeah, so anyways jumping into the topic.

Speaker 2: 3:09

Let's talk about what is like. What does it mean to go viral? That sounds like a silly place to start because everybody's like oh, I know what it means, but I think it's changed a lot. I think A it's pretty subjective, right, like, if you have, I think if you're used to getting 200 views and you have a video that does like half a million in your head, you might be like I'm going viral and I actually tried to Google like what it actually? If there's like an exact number and there's really there's not, I think the general consensus, which was kind of interesting, the general consensus across the board was getting five million views in one week. That's what they consider viral and then anything over there.

Speaker 1: 3:53

That's the scale you have to reach Five million.

Speaker 2: 3:57

Yeah, that's what they, that's what a lot of the that's what I'm saying. It's pretty subjective, but five million in and I thought it was interesting that they used a like timeframe too. Like it needs to pop off in a certain amount of time, yeah, which I mean I guess is kind of true, because if you have a video that's been up for a year and it accumulates five million over a year, then you probably wouldn't consider it a viral video.

Speaker 1: 4:21

Yeah. You know, I think they're probably. I mean, I don't even. I mean very rarely do we hear about them, and usually those are the ones that turn into trends, right, or something like that.

Speaker 2: 4:30

Yeah Well, so that's what I was going to say is, virality is not as accessible as it used to be, I think, just due to the fact that so many more people are creating content. Right, the playing field is bigger. Right, there's so much more content out there, there's so much more that people can watch and consume, and I think even I don't know, let's say, 10 years ago, if you thought of a viral video, it was pretty safe to assume that everyone has seen that video. Like whoever the center of this video. They were going to be on Ellen. They were going to be there.

Speaker 1: 5:07

Yeah, it was everywhere.

Speaker 2: 5:09

You know what I mean. Like, like I think of when I think of viral videos. I think of like the apparently I think of the damn Daniel kids and like the Brittany Broce I have heard Brittany Broce talk about this, actually, and she was like, I think I was one of the last pieces of viral content, like her kombucha meme, which was like however many years ago.

Speaker 2: 5:29

Yeah, I mean it was just photos or it was a video I think that people took screen grabs of but that was like everybody had seen it, but that I don't feel like that really exists anymore. It's very rare that you will see that there's a video that everybody has seen.

Speaker 1: 5:45

I think we've got come to it too, a little bit Like we just expect it now.

Speaker 2: 5:51

You know what I mean yeah, well, even like okay. So this is I was going to use this as an example but the 50 part who the hell did I marry story? That has been I have not seen the actual TikToks, but oh my God, I mean other people talking about it for the last week, like that's been like the biggest thing on social media for the last week. But even that it's not like everybody's seen it. I think virality before was like it crossed platforms. It wasn't just like now that's very it feels rare that it's going to cross platforms. You know what I mean. Like this story time situation that's 50 parts probably isn't reaching people like on Facebook. It's probably not reaching people on YouTube. Like there's probably conversations about it, but the original video videos, because it's like eight hours long, is probably not reaching everybody. You know what I mean.

Speaker 1: 6:49

Yeah, you have to go there to see it.

Speaker 2: 6:52

So I just think virality looks different now and I think it looks different per person. You know what I mean. Like, I just think, like I said, if you're used to getting a very small amount of views and then you have a huge jump to you, that could be. That's viral, that's going viral.

Speaker 1: 7:12

I'm like been at like a six. You know client could be at a certain number and if they have one that goes above that, I'm like this is this it's on his way.

Speaker 2: 7:21

Yeah, we're going viral. Yeah, so I think I think there's, like I said, it's pretty subjective, it's not technically. The people are saying five million, but if it's a big jump for you from what you're used to, then I think it's still a win. I also think, before we jump into actually how to go viral and like tips on on reaching I should say tips on going viral is is like a catchy phrase, but I think it's more like how to get more views and bring people to your page type of situation is really what these tips are.

Speaker 2: 7:56

But I think it's also really important to understand how the algorithm works, specifically the TikTok algorithm and it basically we went over this last week briefly with the roots marketing girls.

Speaker 2: 8:08

But it pushes your content out to a small handful of users and if it is received well by that small handful, if you're getting engagement or the watch time is pretty high and it's just clear that these people are liking this content, then it's going to continue to push it out to other people, right? So that's really how the algorithm is working. That's how things are going viral, because it's resonating with people pretty organically. Now, obviously, it's heightened If people start to share that content or repost it or, you know, send it to their friends. However they want to share it, then it's just what's the word? Speeds up the process, basically. But I think it's important to kind of understand how that algorithm works before we jump into ways to get more views, because, at the end of the day, you have to resonate with people. I want to be very, very clear in this None of these tips are going to be quote unquote hacks or quick tips to get.

Speaker 1: 9:11

I'm so sick of that stuff.

Speaker 2: 9:13

Same, it drives me.

Speaker 1: 9:15

This is funny. This is how I got this many followers in this amount of time. It's like no, you didn't. Why are we lying?

Speaker 2: 9:20

Because we all know it drives me nuts, because I was just talking to my friend about this yesterday and I feel like they do this in every single industry. It's not even just social media, but it's people who have success with themselves most of the time. Right, it's like they had one, they had their own personal account blow up or they had like we were talking about the music industry they had one song go viral, or like they, or even like in health, they lost 50 pounds and suddenly everybody thinks they have credentials to tell everybody else how to do all of those things. When it's like you have one success story, are you even able to duplicate that Like I don't know? And the other thing that's frustrating about it is that, like these social media, people too are usually talking about tips to grow on socials and those accounts just inevitably do better. Yeah, because everybody wants those tips.

Speaker 1: 10:13

Yeah, so, anyways, none of these are going to be.

Speaker 2: 10:19

None of these are going to be like quick, quick tips.

Speaker 1: 10:23

We don't do the quick tip thing.

Speaker 2: 10:25

Because it's just not true, it's just like not realistic, yeah.

Speaker 2: 10:30

And then you're setting yourself up. So, yeah, exactly Okay. So now I want to again, before we jump into the actual tips, I do want to talk about why it is important. Like I said, I used to shit on it a lot. I didn't really think it was something that was worth putting time into, but I've kind of changed my viewpoint on it a little bit and I think viral content is usually the reason that someone will find your page. It's very much top of the funnel.

Speaker 2: 11:01

So if you I've said this a million times on this podcast if you're only focusing on viral content, you're probably not going to get the results that you want. You're probably not going to get the sales and the things like that. You always have to have all of the aspects of the marketing funnel. But I will say the top of the funnel stuff is usually what's going to get people there. It's usually like viral content, influencer marketing, paid ads, things like that are usually that top of the funnel, which is what people love to talk about, and that's where a lot of the vanity metrics come from, too are usually these types of things.

Speaker 2: 11:36

But, like I said, there's definitely still a purpose to it, right? So you might have a video go viral. Right, let's say you get like 2 million views on this video, it's inevitably going to drive some of these viewers to your page, which now we get to the important part where there needs to be substance on your page that tells people who you are, what you do, what you offer, things like that. So that's where the importance of the pinposts come into play. That's where the importance of just the rest of your content and the rest of the marketing funnel comes into play, because if you have, if you are only focusing on viral content, it's usually not going to be clear what you do. So if someone goes back to your page, it's kind of just like a hodgepodge and it's like why would I? I'm confused on what this is.

Speaker 1: 12:26

There's no reason to try to go viral if your page doesn't give a better description, like when they get there. It's just pointless.

Speaker 2: 12:35

Yeah, so I think, before you start focusing on the amount of views you get, you have to have some sort of foundation there, right? Because hopefully one of your videos in the future does pop off and you do get more followers or you do get more views. You do need something to be there, right. You need something to be on your page.

Speaker 2: 12:56

Otherwise it's kind of like all of that was for nothing. And that's where it does kind of end up in my previous mindset about it, where, yeah, you get the followers but they start to trickle off because there's nothing there for them to like latch onto.

Speaker 1: 13:11

Yeah.

Speaker 2: 13:13

Now, I think, some things to remember when you're trying to go viral or, honestly, like a better way to put this might be like some things to forget when you're trying to go viral, because a lot of this is pretty specific to businesses, but I guess it could apply to influencers too. A lot of times you hear people talk about content, pillars and blah, blah blah and all of that, and who's your target audience and everything like that. Right, we've we talk about it too. It is important to know who you're trying to target, what your ideal audience resonates with. But in trying to go viral, you have to let go of that a little bit. You have to scale back a little bit, and the way that I like to think about it is when you are making this top of the funnel content, it's really like casting a very wide net. Right, you are really targeting anyone. It's usually going to be something that's pretty generic, that is pretty, you know, just resonates with a large group of people.

Speaker 2: 14:16

Your ideal audience should definitely be in that group of people, but it's maybe not only for those people, if that makes sense. Yeah, so for us, like we might be making content for business owners, right, but lately I've been making some content that's just like corporate America, which is a huge amount of people, right.

Speaker 2: 14:42

Yeah, the idea is that, yeah, the idea is then that, like those business owners or the marketing managers that we aren't trying to reach, do they are in that group of people, right? Or sometimes I'm making like really generic content of anyone in the workforce, right, like that's how generic I'm talking. Just anyone in the workforce, yeah. And then, like I said, our ideal audience is in there, right? So, and I'm not saying all of this top of the funnel content needs to be like that, because, honestly, sometimes the really, really niche content can also go viral, and sometimes it's because you think it's really niche, and then it ends up being one of those situations where it's like, oh, I've never had an original experience before in my life because everybody appears to be doing this, but for the most part it's like just dropping.

Speaker 2: 15:33

You know the need to reach a very specific audience. And the same thing, like forgetting the rules you have we hear this a lot with clients is that these brands will say, oh, that's like really not, like we don't want to be silly online or that doesn't really align with our brand, or blah, blah, blah. And I understand that to an extent. If you're a luxury brand, maybe like running your TikTok page like Duolingo. It's not going to align with you, but there definitely are ways to go viral and to kind of like do that top of the funnel content without completely losing your brand identity. But I do think like loosen up on it a little bit.

Speaker 2: 16:16

Yeah, and I think when I say that, like when people think about top of the funnel viral content, they usually think funny. It doesn't always have to be funny which we will get into. Which is why I'm saying, if you're a luxury brand, maybe the funny trending sounds aren't it for you, but there's definitely other ways where you can reach a broader amount of people and don't and can loosen up a little bit.

Speaker 1: 16:40

Yeah.

Speaker 2: 16:42

I also think one of the last things you need to remember when you're making this content is this content is hardly ever going to increase your sales significantly. That's not what it's made for. So and when I say that I also mean like, don't try and push your product or your service in these videos. Your product or your service should actually be quite far away from this video, like it might be. Your product is in frame, that's that's it. Or maybe you're filming in your office or in your or like your. We've seen before like people will have their brand on a phone case right and it'll just have like the logo somewhere on screen. So it's the awareness aspect of things, but hardly ever are you seeing by our product. This is how we help you.

Speaker 2: 17:32

Yeah you know what I mean. Like even thinking back to do a lingo, like how often are they actually talking about their product or their service? I would say never. Like I will say it's different because they are kind of a household name, like most people know who do a lingo is, so they don't necessarily need to push it as much and their probably main goal in general is to get in front of people and to have people like remember them, but they're not talking about and that's the reason that they have so much like viral content. You know what I mean. Because they're not like oh, here's how our app can help you. You know they want you to figure out your own.

Speaker 2: 18:20

Yeah, like kind of let go of the need to sell and for the need for this to be like an advertisement for your product, because that's probably not going to work. That's probably the biggest thing that I think you need to remember when making this content, and like great, great examples of this are even in the Super Bowl commercials that we just saw, like the Christopher Walken one.

Speaker 2: 18:45

There was really at no point from memory, like I haven't seen it since the Super Bowl, but from memory BMW was not like this is our amazing car. Let us show you all of the different features that this car has. It was about Christopher Walken and it just. It was more like this is a funny commercial and it just happens to be associated with BMW.

Speaker 1: 19:10

And you remembered the name and attached and only seen it one time.

Speaker 2: 19:14

Exactly, exactly Same with, like the e-Trade commercials. Another good example Don't? It's talking babies? No idea what they said.

Speaker 1: 19:24

No idea.

Speaker 2: 19:25

Honestly, don't even really know what each rate is, but I remember the commercial, but just by that association you know, but they're not telling me, oh, these are all the great things about each rate. Yeah, okay, now we're getting into the actual tips. You guys are like finally, oh, my God, you've spent. You've spent 15 minutes just talking. Okay, so some things that you need to think about, some tips on how to actually go viral, make content that's appealing to a very wide audience, which is kind of what we were just talking about. Think about it as casting a very wide net and think about it as like what's a problem that a ton of people have, Right, what's something that a ton of people deal with, not just your target audience. So there's an example from. I saw this. I don't even know.

Speaker 2: 20:17

I think the brand was like a canned espresso martini and the video was girls or no. It was like a hangover recovery or something. It was some, or like an electrolyte, I think, and the whole video was a group of girls like hungover from night before outfits like walking into Starbucks, and it wasn't like a produced situation. It literally looks like some college girl film this for herself and I think like one of them like, either had it in their hand or I honestly don't even know if the product was in the video at all. But it's one of those things where anybody who has ever had too much to drink can relate to that, you know especially.

Speaker 2: 21:00

I think they did a good job. I wish I remembered the name of the company. I can go back and find it, but I won't. But they like, but they did so good because they even, like I said, anyone who's had too much to drink. But I do think they cornered. They got a little bit specific with the fact that it was like these college age girls right. Then they were able to get a little bit more specific. Yeah, so, just like I said, casting that wide net, or like I used our example of like I've been making more content about screen time. Anyone with a phone can relate to having their screen time too high. It's not just related to people who work in social media or who are business people, it's anyone. We just have an excuse.

Speaker 2: 21:49

But, that's going to get people to our page. Yeah, we just have an excuse. So that's. I think one thing is just think about common problems, like and this is where it gets a little bit tricky, we've been talking about this just internally a lot recently. You have to, in order to make content like this, you have to be able to pull yourself out of kind of the tunnel vision that is your brand or your client's brand. You have to be able to scale back enough to be like okay, this is very vaguely, vaguely associated with the problem of our client or the problem of our audience or whatever. And we need to scale back enough to make this just like a general video. Does that make sense? Yeah, definitely. So that's the first thing To trending content like really work on the trending content and I do want to specify here that I don't necessarily just mean trending sounds, although those do fall under this category.

Speaker 2: 22:56

I also mean just like trends that are going on. What's happening within the zeitgeist? What are people talking about? I think like a good example is the 2024 ins and outs at the very beginning of the year that was going on. Or even like the Haley Bieber Road phone case Right, that was big, that was like a trend or the, even like new celebrity couples are great, that's in the zeitgeist, that's like something that's kind of buzzy and trending, like the Taylor and Travis. That's why you saw every possible company under the sun make a meme of Taylor and Travis. And then you can combine this with that first tip of like.

Speaker 2: 23:40

Sometimes people get really, really specific with these memes and that's why the brand, like Sunday Scaries, does really well with these memes, because they're so general and it's like it'll be something of like me and then like something in the background and it'll be like my inbox with 500 unread emails. Anyone with an email relates to that. You know what I mean. So they're able to do both. They're able to use something that's popular and is like guys, something that's trending, and zoom out, and that's what makes these memes do really well and what makes them shareable too. Right, because people are wanting to share it with their friends. They know a lot of people who deal with this, so even thinking about like this is such a random one, one that's kind of trending right now.

Speaker 2: 24:26

Miss Peach's and Dave Portnoy Like if you've been on TikTok, you've probably seen a video of Miss Peach's Like this dog has reached 200,000 followers in about four days, because that's all. In any video Dave Portnoy is posting right now, All of the comments are excuse me, who is this man on the Miss Peach's account? And it's like his, it's his like, just things like that. That's also what I mean by trending things that people are already talking about.

Speaker 1: 24:56

Yeah. And it gets to talking and helps like in comments. I feel like that's where a lot of virality is built is in comments. You know when you can go.

Speaker 2: 25:06

Okay, I'm glad you said that. Yeah, cause that's kind of. The next one is controversy and polarizing content. That always does really well too, for that exact reason, because if you say something that people do not agree with or they do agree with, they are more compelled to comment and tell you what their opinion is, which, like you said, when there is that engagement and when more people are talking, it's going to push the video out more right.

Speaker 2: 25:36

And this is where I wanted to like kind of follow up with the luxury brand example. So let's say, you're that luxury brand you don't want to do like pop culture stuff, you don't want to do the funny trends. This would be a good place for you to talk about whatever it is to make that top of the funnel content. Maybe it's, I don't know. Sometimes with luxury brands, I feel like finances are kind of a controversy, if you will. Not necessarily talking about how much people are bringing in, but like the controversy could be as much as like it's this is off the top of my head like it's better to spend more money on one pair of jeans than like spend, you know, $20 on a pair of jeans. It's gonna like break or something like that Like that could be quote unquote controversial.

Speaker 2: 26:25

Because I can guarantee, if you said that with the key is you have to say it in a compelling way, you have to say it like you believe this in your core. But I can guarantee, if you posted a video like that, there would be people in the comments that are holier than thou, type of people that are like, well, some of us don't have the money, yep, and that's going to stir up the controversy. You know what I mean. And I'm not saying like it doesn't have to be cancelable, like polarized things, like telling someone that they should spend $500 on one pair of jeans, over $20 on a pair of jeans. It's controversial enough, but not cancelable, cancelable. So this is you got to kind of walk the line a little bit, but just saying something with enough, if you will, enough belief and being like kind of matter of fact about your opinions will get people talking.

Speaker 1: 27:20

Yeah.

Speaker 2: 27:21

Next, I think storytelling. I think that's really the backbone of most social platforms. I would say I was going to say TikTok, but I think it actually is like every platform. And going back to that example of like, who the hell did I marry? Yeah, that's a 50 part story, like. And that this lady, this random lady I'd never heard of before, she's at 2 million followers now.

Speaker 1: 27:46

I know.

Speaker 2: 27:47

I know and like because she was able to tell this story. Now I will say, with the storytelling there is kind of a requirement for a hook. You have to get people pretty quickly and the story has to be good.

Speaker 1: 28:04

You have to be good at what do you think made her go viral? Was it the title itself, Like who did I marry in this 50 part?

Speaker 2: 28:14

It is kind of a compelling title. I haven't watched any of it. I've seen a few people try and like recap it, but I haven't watched the original video. I've just seen like yeah, I've seen a few like clips here and there, so I don't really know. On this one specifically, the title is compelling. Like who the hell did I marry? I saw that I had no idea what it was about, right, and I just saw the title and I was like what are you talking about? Like I was reading it as like almost a how I met your mother situation of like she has a contender of men and we're going to figure out which one she married.

Speaker 1: 28:50

Yeah.

Speaker 2: 28:51

But it was more apparently of a compulsive liar situation. Yeah, but yeah, just being able to story tell, and I think that could also mean, like in a vlog situation. It doesn't necessarily have to mean sitting down and recounting an actual story, it just needs to have that like beginning, middle and end, something for people to follow, to make them invested. You know, and a lot of times, I will say a lot of times in the storytelling there also needs to be some sort of like an emotional I was about to say that emotional thing, because I think a lot of the stuff we're talking about go viral, like the client content.

Speaker 1: 29:28

It's the stuff that's super emotional, right, like that triggers something in somebody. Yeah, and that's yeah, it causes that effect, even like we've talked about the smile reveals before.

Speaker 2: 29:42

But I think that's a good.

Speaker 2: 29:43

You wouldn't necessarily, if someone says storytelling, that probably wouldn't be your first thought, but I would consider those videos like storytelling.

Speaker 2: 29:53

But I think that's a good thing, videos like storytelling type of videos because in the 22nd clip you're able to understand that this person didn't like their smile, before which you can, as a user or as an audience member, as a viewer, you're able to kind of be empathetic towards that. Whether it's your smile, there's something that someone everybody has something they don't like about themselves that makes them feel insecure, and they know what that feels like. So in seeing these videos, you're able to tell that, a this person didn't like their smile. You're able to, b tell that this definitely held them back in their life before and now you're able to see how happy they are. And that's the beginning, middle and end, right, and that's 20 seconds. And it's not like someone is voicing over. It's not like someone is talking. Sometimes, yeah, they're talking about it, but most of the time there's no one's talking right, most of the time it's just when they turn that, it's just like you see everything happen, just in emotion.

Speaker 1: 30:54

Yeah, you're there emotion.

Speaker 2: 30:55

Yeah, you know it's crazy, exactly. So that's why I'm like storytelling doesn't necessarily have to be like first there was this and then there was this and in the end you know it's, it's not. It doesn't have to be like that. The last thing I wanted to say that I've kind of noticed on our page is I've replaced saying we with saying I. If I'm talking about something on our page, if I'm making like a trending type of video so, for example, I posted that video the other day where I said the one that's like what are you doing, who are you texting? And the video was like me getting caught. Like Googling how to calculate an engagement rate after working in social media for four years was the gist of the video. But I said I like when I. And the reason is I've seen a lot of discourse about this and I actually would love to hear your opinion the discourse, the conversation has been people no longer want to follow brands.

Speaker 1: 31:59

They're not really interested in following businesses.

Speaker 2: 32:01

They want to follow people. So in doing that like I've seen a lot of companies do this too, like I, whatever it makes it feel a little bit more personal, like you're following a person versus following a brand.

Speaker 1: 32:15

That's a really good one.

Speaker 2: 32:18

So that's just some stuff that I've been doing. A lot of these I aren't like either, or a lot of these can kind of be mixed together, but I think those are all different ways that you can focus on going viral. But I think, like I said, the biggest thing is a those expectations with going viral. What does that look like for you? Because, like I said, if you're used to getting 200 follow or 200 views and then you have a video, get 5000, that's not necessarily viral, but it's still very good, right. It's still a significant leap from where you were at before. So I think having those expectations of what is considered successful on this top of the funnel content is really important. I also think recognizing, if you do go viral, having the expectation of these aren't necessarily all going to lead to conversions and it also isn't all going to lead to followers for the next like month or two, right. So I think having those types of expectations are very important when you're creating this content.

Speaker 1: 33:24

Cyber. Speaking of expectations, do you think that the expectation should be to, when it comes to analytics, to keep in mind that if you do have some virality or you do have videos that do better than maybe they did the last month, that you are going to have a little bit of shift and you're going to be able to see that impact, absolutely Like? We've discouraged from that in the past, you know yeah.

Speaker 2: 33:47

Well, like in an ideal world, you want to see your analytics stay in the green. You want to see them all. Yeah, you want to see it be like a linear trajectory up, and that's just not the case most of the time. Like, like you said, if you had a video go viral and you know what. I do want to say this as well Like, yes, there's thought. All of these tips I think are true, but I do think there's a little bit of luck that goes into going like viral. Viral, right, it's right place, right time.

Speaker 1: 34:17

Yeah.

Speaker 2: 34:18

And, like I said, that doesn't negate everything we just talked about. But, like I said, going viral. Viral is not nearly as like I don't want to say common, but it's just not the same as it as it used to be. So these that's why I'm saying I don't even know if I want to call these tips to going viral, but I think tips to getting more views, tips to like top of the funnel type of content, but there's a little bit of luck that goes into it.

Speaker 2: 34:45

But going back to the analytics conversation, let's say you do have a video go super viral, right. You get like 15,000, 15 million views on a video this month. The odds of that happening again next month. To that extent, even if you have a video do 12 million, which is still amazing, your analytics are going to look like they're down right, Even though 12 million is so good. But if you came from 15 million to 12 million, you're going to be in the red quote, unquote or same, with like, let's say, you ran an influencer campaign last month, your analytics, like your views, are going to look huge. But because that campaign is no longer running this month, it's going to look like it's bad. But it's not bad. It's just because it's comparing itself to the last 30 days, yeah, so I think that that's a good point.

Speaker 2: 35:37

I think that when you do have the, that's why they're called vanity metrics too right, like they don't really mean they're important, but they're also not yeah.

Speaker 1: 35:47

Yeah.

Speaker 2: 35:47

Yeah, so I thought this was kind of important. These are all things that I think we've been talking about a lot recently is how to create more top of the funnel content and kind of get more people to our pages and things like that. So I hope this was helpful for you guys. I also hope you guys enjoyed the episode with roots marketing. So far, I feel like we've gotten a pretty good response to it. I would also love to hear who you guys want to hear on the podcast We've got. We actually do have a few exciting guests coming up.

Speaker 2: 36:20

Yeah, we've got some exciting guests, but if there's anyone that you guys specifically want to hear from, would love a few DMS. I will say, like some of you guys DM us to be on the podcast, which I appreciate, and we really like hear out all of the pitches. So, like, if that's you or if you have a friend that you think would be a great guest, like let us know, dms, we check them.

Speaker 1: 36:42

We do. That's a good point.

Speaker 2: 36:44

All right, until then, would love it if you get interviewed and we'll talk to you next week.

Speaker 1: 36:49

Talk to you back.