Remember when we discussed the pitfalls of chasing viral fame? Well, if you've experienced the thrill of going viral and now find yourself at the bottom of the hype hill, wondering "What now?", you're not alone. Let's explore how to transform that fleeting moment of internet stardom into enduring brand success.
Post-viral brand recovery isn't about recapturing lightning in a bottle; it's about building a sustainable strategy that capitalizes on your moment in the spotlight.
The Viral Hangover: Symptoms and Diagnosis
So, you've gone viral. The champagne's been popped, the confetti's been swept up, and now you're left with a bunch of new followers who are wondering if you'll ever be interesting again. Welcome to the viral hangover. Symptoms may include:
A sudden drop in engagement that makes you question if your audience was ever real
An identity crisis as you try to figure out what your brand stands for beyond that one viral moment
The crushing pressure to recreate the magic, leading to increasingly desperate content attempts
Sound familiar? Don't panic. It's a common condition, but it's treatable.
The Recovery Plan: From One-Hit Wonder to Perennial Favorite
Embrace Your New Audience (But Don't Change for Them) Your viral moment attracted a diverse crowd. Now's the time to figure out who among them aligns with your brand values. Don't try to please everyone – that's a recipe for bland content and lost identity.
Audit Your Viral Success What exactly made your content catch fire? Was it the humor, the relatability, or just dumb luck? Understanding the elements of your success can help you incorporate them into your regular content strategy – minus the pressure to go viral again.
Analyzing your viral success isn't about replication; it's about understanding the elements that resonated with your audience and integrating them authentically into your ongoing strategy.
Double Down on Your Brand Identity Remember who you were before you went viral? That's who you need to be now, but louder and clearer. Use your increased visibility to showcase your brand's true colors.
Create a Content Roadmap Don't let your feed become a graveyard of attempts to recreate your viral hit. Develop a diverse content strategy that showcases different aspects of your brand. Think of it as a multi-course meal rather than trying to serve the same dish over and over.
Engage Authentically Your viral moment was a conversation starter. Keep that conversation going, but make it meaningful. Respond to comments, create content that invites interaction, and show your audience that you're more than just that one viral post.
A Word to Agencies: Navigating the Post-Viral Landscape
For content creation agencies working with clients who've experienced viral success, the aftermath can be challenging. Those analytics meetings where you have to explain why engagement has dropped can be awkward, to say the least. Here's how to handle it:
Set Realistic Expectations: Educate your clients on the nature of viral content and why sustained viral-level engagement isn't realistic or necessary for long-term success.
Redefine Success Metrics: Shift focus from vanity metrics to more meaningful indicators of brand health and audience engagement.
Develop a Long-Term Strategy: Help your clients transition from the viral moment to a sustainable content approach that builds on their newfound visibility.
For agencies, managing post-viral client expectations involves education, metric redefinition, and strategic long-term planning.
The Pitfalls of "Viral-Only" Agencies
Beware of agencies that promise to make every piece of content go viral. Here's why they're often more trouble than they're worth:
Unsustainable Strategies: These agencies often use tactics that may work once but can damage your brand long-term.
Lack of Brand Consistency: The quest for virality often comes at the expense of consistent brand messaging.
Short-Term Focus: These agencies prioritize immediate results over building a loyal audience and sustainable engagement.
Potential for Backlash: Forced attempts at virality can backfire, leading to negative publicity and audience alienation.
Agencies focused solely on creating viral content often prioritize short-term gains over long-term brand health and audience relationships.
Conclusion: Building Lasting Success
Remember, going viral is like winning a sprint. Building a successful brand is more like training for a marathon. It takes consistency, strategy, and the willingness to play the long game.
The key to post-viral success isn't trying to recreate that one magic moment. It's about leveraging your increased visibility to showcase your brand's true value, cultivating genuine connections with your audience, and creating content that keeps them coming back – viral or not.
After all, it's not about being a one-hit wonder. It's about producing greatest hits, year after year.
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Raised Media Co. is a NYC-based commercial photography and video production agency specializing in experiential visual content. We help brands and personalities tell compelling stories through high-impact photos and videos.
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