Beyond Going Viral: The Real Purpose of Social Media Content
As brand photographers and visual strategists, we often hear clients say they want their content to "go viral." While there's nothing wrong with reaching a wide audience, this singular focus on virality can actually detract from what social media does best: building meaningful connections with your ideal clients and showcasing your authentic brand story.
The True Value of Social Media Content
Social media isn't just about chasing likes and shares. It's a powerful platform for:
Educating your audience about your expertise and offerings
Building trust through consistent, valuable content
Showcasing your unique approach and methodology
Creating genuine connections with potential clients
Demonstrating the results you deliver
When we shift our focus from "going viral" to "being valuable," something interesting happens: our content becomes more authentic, more targeted, and ultimately more effective at reaching the people who truly need our services.
Quality Over Quantity
Think about it: would you rather have 100,000 views from people who will never buy from you, or 100 views from potential dream clients who resonate deeply with your message? As brand photographers and creative entrepreneurs we have seen firsthand how targeted, thoughtful content that speaks directly to ideal clients yields better results than viral content that reaches the wrong audience.
Creating Content with Purpose
Instead of asking "Will this go viral?" try asking:
Will this help my ideal client understand how I can solve their problems?
Does this content reflect my brand's values and expertise?
Am I showcasing my work in a way that attracts the right clients?
Does this content build trust and credibility in my industry?
The Long Game
Building a strong social media presence is like cultivating a garden – it requires patience, consistency, and care. Each post should be a deliberate step toward establishing your expertise and connecting with your ideal audience. Viral moments may come and go, but lasting client relationships are built through consistent, valuable content that resonates with the right people.
Moving Forward
Let's shift our mindset from chasing viral moments to creating content that:
Authentically represents our brand
Serves our ideal clients' needs
Showcases our expertise and unique approach
Builds lasting connections with our audience