Viral vs. Valuable: What’s Actually Driving Growth for Your Business on Social Media?
In the fast-paced world of digital marketing, there’s a common misconception that going viral is the ultimate goal. But let’s pause for a second—what’s the real difference between marketing your business on social media and going viral?
In a recent episode of Ms. Biz, we break it all down with clarity, wit, and real-life examples that will leave you rethinking your content strategy.
Marketing vs. Going Viral: What’s the Real Difference?
Marketing your business on social media is about consistency. It’s showing up, building trust, educating your audience, and reminding them you exist. It’s a long game, and that’s a good thing.
Going viral? That’s a lightning strike. It’s about grabbing attention in the first three seconds with something unexpected, emotional, or entertaining. But here’s the truth: most viral content doesn’t sell. Think about it, when was the last time a viral dance video made you buy a product?
Key Takeaway from Brendan Kane
Brendan Kane, author of One Million Followers, says it best: “People don’t care about you. They care about what value you bring them in the first three seconds.”
If your video starts with, “Hey guys, just wanted to hop on and tell you about our newest product…” you’ve already lost most of your audience.
Can You Do Both?
Absolutely…. but it takes intention and creativity.
Case in Point: “Is It Worth It?” Series
A leather goods company went viral by dismantling expensive designer bags on camera and comparing them to their own products. Instead of saying “We make quality bags,” they showed it… visually and boldly. The result? Massive exposure and credibility.
Neon Signs & Donald Trump Impressions
Another example? A sign maker on Instagram uses a Trump impersonation to hook viewers. It’s unexpected and hilarious, but also transitions into showcasing his signs. Viral and valuable.
Erika Kullberg: Lawyer Turned Viral Educator
This attorney breaks down legal jargon with scroll-stopping intros like, “Did you know you could get $600 if your flight is delayed?” It’s informative, relevant, and makes her a trusted authority, all while going viral.
The Secret Sauce: Entertain, Then Educate
Most businesses assume they’re too boring to go viral. But sometimes, boring is a blessing. People don’t expect entertainment from law firms, bag makers, or restaurants, which means you have the element of surprise.
Just ask Tahini’s Restaurant, whose comedic skits around ordering shawarma have earned them nearly a million TikTok followers.
Final Thoughts
Marketing and virality don’t have to be enemies. The most powerful content strategies find ways to entertain, educate, and engage, all while staying true to your brand.
So next time you’re creating content, ask yourself:
- Does this provide instant value or entertainment?
- Would I stop scrolling for this?
- Am I building trust or just fishing for views?
When you blend the slow burn of smart marketing with the spark of virality, that’s when the magic happens.
Want more tips like this?
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Connect with Brooke Boltz at boltzlegal.com for help with legal issues, and Rachel Boltz at boltzmedia.com for all your digital marketing needs.
Let’s get biz done.