"Let's make it go viral!" It's the battle cry of marketers everywhere, the holy grail of content creation. But hold onto your hashtags, folks, because we're about to burst some bubbles. At Raised Media, we believe in creating content that resonates, not just replicates. So, let's dive into why chasing virality might not be all it's cracked up to be for your brand.
The Viral Veil: Peeling Back the Layers
Sure, viral content can feel like winning the lottery. Millions of views, countless shares, and a sudden spike in brand awareness. But let's look at some cold, hard facts that might make you think twice about chasing that viral dragon.
First off, viral doesn't always equal valuable. A study by Fractal found that a whopping 60% of viral ad campaigns had no impact on brand metrics. Even more sobering? Only 15% of consumers who recalled a viral advertisement could remember the brand being promoted, according to a survey by Clutch. That's a lot of noise for very little signal.
Then there's the fleeting nature of viral fame. Unruly Media reports that the average lifespan of a viral video is just 6-8 days. BuzzSumo takes it further, noting that 90% of content views happen within the first 3 days of posting. That's a short-lived spike for all that effort.
But surely all those views must lead to something, right? Well, not necessarily. HubSpot found that only 54% of the most-watched YouTube videos have a conversion rate over 0.1%. That's a lot of eyeballs with very few of them turning into customers.
And let's not forget the potential for backlash. Sprout Social reports that 66% of consumers have unfollowed brands on social media because of poor content. One misstep in a viral campaign can lead to significant brand damage. Just ask Pepsi about their 2017 Kendall Jenner ad – a viral hit for all the wrong reasons.
The Real Deal: What Actually Matters
So, if going viral isn't the answer, what is? Here's what truly moves the needle for brands:
Consistent Quality Over One-Hit Wonders Brands that blog consistently receive 67% more leads than those that don't, according to DemandMetric.
Targeted Reach Over Mass Appeal Personalized emails deliver 6x higher transaction rates, but 70% of brands fail to use them (Experian).
Authenticity Over Virality 86% of consumers say authenticity is important when deciding what brands they like and support (Stackla).
Long-Term Strategy Over Short-Term Gains Companies with a documented content strategy are 3x more likely to report success (Content Marketing Institute).
The Strategic Approach to Visual Storytelling
Chasing viral trends often leads to fleeting success. A more sustainable approach focuses on crafting visual stories that align with a brand's long-term goals. Here's how strategic visual storytelling can elevate a brand:
Brand-Centric Creation: The foundation of effective visual content lies in a deep understanding of the brand's core values, mission, and target audience. Rather than mimicking the latest social media fad, content creators should start by immersing themselves in the brand's unique identity. This approach ensures that every piece of visual content authentically represents the brand, resonating more deeply with the intended audience.
Quality and Longevity: In a digital landscape cluttered with ephemeral content, there's significant value in creating high-quality, evergreen visual assets. These pieces continue to provide value long after their initial release, serving as cornerstone content that can be repurposed and reshared over time. This strategy not only maximizes the return on investment but also contributes to building a consistent brand image.
Targeted Audience Engagement: Effective visual storytelling isn't about reaching the widest audience possible; it's about connecting with the right audience. By tailoring content to speak directly to a brand's ideal customers or stakeholders, companies can foster deeper connections and drive more meaningful engagement. This targeted approach often leads to higher conversion rates and stronger customer loyalty.
Impact-Driven Metrics: While likes and shares can be gratifying, they don't always translate to business success. A strategic approach to visual content focuses on tracking metrics that directly impact the bottom line, such as lead generation, conversion rates, and customer retention. By aligning content goals with business objectives, brands can ensure their visual storytelling efforts drive tangible results.
Consistent Brand Voice: In visual storytelling, consistency is key. Every image, video, or graphic should reinforce the brand's identity, tone, and values. This consistency builds trust and recognition over time, making the brand more memorable and relatable to its audience. A cohesive visual narrative across all platforms and touchpoints strengthens brand recall and fosters a sense of reliability among consumers.
Remember, the goal of strategic visual storytelling isn't to be seen by everyone, but to be remembered by the right ones. By creating content that not only catches eyes but also captures hearts and minds, brands can build lasting relationships with their audience. In the long run, this approach doesn't just drive engagement—it cultivates brand advocates and drives sustainable business growth.
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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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