The Anatomy Of A Viral Instagram Post: Balancing Technical and Human Elements
Going viral is often seen as the holy grail of engagement and reach. On Instagram, where over one billion people use the platform each month, many brands and influencers strive to create content that will go viral and get their message in front of new audiences. However, focusing solely on creating viral content can be a dangerous strategy that can lead to inconsistency and a loss of authenticity. Here’s why going viral on Instagram isn’t a good strategy, and what you should focus on instead.
While going viral on Instagram may seem like a great way to get your brand in front of new audiences, there are several reasons why it’s not a sustainable or reliable strategy.
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It’s unpredictable: Going viral is largely a matter of luck, and there’s no guarantee that your content will resonate with viewers in a way that leads to a massive surge in engagement and reach.
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It can be inconsistent: Creating content that’s designed solely to go viral can lead to inconsistency in your brand messaging and overall aesthetic. In the pursuit of virality, brands and influencers may sacrifice authenticity and consistency in their content, leading to confusion and disengagement from their existing audience.
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It’s short-lived: Viral content often has a short shelf life, with engagement and reach dropping off quickly once the initial surge of interest has passed. Without a consistent content strategy in place, brands and influencers risk losing the attention of their audience as quickly as they gained it.
Instead of focusing on creating viral content, brands and influencers should prioritize authenticity and consistency in their Instagram strategy. Here’s why:
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Authenticity builds trust: Authentic content that reflects your brand values and personality can help build trust and connection with your audience. When followers feel like they know the real you, they’re more likely to engage with your content and become loyal fans.
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Consistency reinforces your brand image: Consistent content, both in terms of messaging and aesthetic, can help reinforce your brand image and make it easier for followers to recognize your posts in their feed. This can lead to increased engagement and stronger brand awareness over time.
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Sustainable growth: Rather than relying on a one-off viral post, brands and influencers who focus on authenticity and consistency can achieve sustainable growth over time. By building a loyal following who engage with their content regularly, they can achieve long-term success on the platform.
Going viral on Instagram isn’t a perfect formula. It’s important to remember that you can do EVERYTHING right and still not go viral, in fact, most accounts never will. Instead, brands and influencers should prioritize authenticity and consistency in their content strategy, building a loyal following who engage with their content regularly over time. By focusing on creating content that reflects their brand values and personality, and staying true to their overall aesthetic, they can achieve long-term success on the platform.
