Renece Brewster – Cofounder and CEO of Visual Domain, Australia’s leading end-to-end video production company.
In an era when digital content reigns supreme, the concept of the viral video has long captured the imagination of marketers and creators alike. The allure of achieving instant fame, widespread recognition and a surge in brand awareness through a single, shareable video is undeniably tempting.
One such example of this captivating phenomenon can be seen in the overnight success of TikTok sensation Alix Earle, whose viral videos have catapulted her to fame. Yet, as the digital landscape evolves and becomes more crowded, is the era of viral videos ending? Are they still viable paths to success, or should brands shift their focus to more sustainable strategies for content creation and distribution? Let’s explore this marketing enigma.
The Diminishing Reach Of Organic Virality
In the realm of digital content, a viral video was once likened to discovering digital gold, holding the potential to reach millions with minimal marketing expenditure—an enticing dream for content creators and marketers alike. However, in today’s fiercely competitive environment, the prospects of achieving organic virality have significantly diminished. Social media platforms have fine-tuned their algorithms, often favoring content from well-established accounts or those with a proven history of high engagement.
This reality leaves newcomers and lesser-known brands grappling for attention in an oversaturated space. According to recent data, past social algorithm updates have profoundly impacted brands’ organic reach, leaving marketers scrambling to comprehend the changes and necessitating a fundamental reevaluation of their strategies. As such, the pursuit of organic virality has become increasingly challenging, prompting brands to explore alternative paths to success and sustainability in their content creation and distribution efforts.
The Changing Expectations Of Social Media Platforms
Recognizing the shifting dynamics, social media platforms have adapted to accommodate changing user behaviors and preferences. They are increasingly rewarding consistency, authenticity and engagement over short-lived viral spikes.
Platforms are also relying on a new avenue for deciding content visibility: algorithm-based content distribution. Social media giants like Facebook, Instagram and YouTube wield sophisticated algorithms that determine what content is seen and by which users. Features like Stories, Reels and Shorts are becoming more common, designed to encourage brands to create bite-sized, easily consumable content that aligns with modern attention spans.
This is why understanding these algorithms and changing expectations and tailoring your content to accommodate them has become crucial for cutting through the noise.
I recommend focusing on consistency first when seeking to understand social media algorithms. Whether it’s your sense of humor, how you present your content or your brand look, I have found that sticking to a consistent approach helps build a loyal community and make your brand stronger.
It’s also important to know what your audience likes and how to keep them engaged. In my experience, a video made just for the audience will typically do better than a flashy one. Mastering this approach can help you strategically position your brand in users’ feeds and suggested content sections, fostering a more consistent and targeted reach. By staying attuned to these platform developments, you can stay on top of the best ways to tailor your content so it resonates more effectively with your intended audiences.
Building A Community Over Creating Shock Value
Video remains an invaluable tool for achieving a range of business objectives. Whether it’s building brand awareness, driving conversions, enhancing customer engagement or showcasing products and services, video’s versatility is largely unparalleled. However, in the pursuit of viral videos, some brands have fallen into the trap of creating sensational clickbait content. While such videos might garner initial views, they often lack the substance required to build a genuine and engaged audience.
Instead of banking on fleeting shock value, focus on nurturing a community through meaningful and relatable video content. Creating videos that matter to today’s audiences is all about connecting on a personal level. Share real stories that people can relate to, teach something useful and/or include more people’s perspectives. Keep things fun while also touching on important topics. Avoid making videos just for selling, be honest in what you show and be considerate of people’s feelings. And be sure to get to the point quickly—attention spans are short.
In a nutshell, meaningful videos are about getting personal, sharing good stuff, and respecting your audience. If you connect through stories, offer value and remember to be authentic and respectful in your approach, you can not only establish trust and loyalty from your audience but also open the door to ongoing interactions and conversions. It’s important to shift from a singular focus on virality to a holistic strategy that includes consistent content creation, audience engagement and strategic distribution.
Conclusion
I believe the era of viral videos is evolving. TikTok’s past growth showcased the allure of viral content, and while organic virality may be declining, video marketing’s potential remains immense. Brands need to create meaningful and authentic videos that connect with their audience to build loyalty as well as visibility in a competitive landscape. Embracing algorithm-based content distribution, fostering community engagement and aligning video strategies with platform dynamics can help create enduring success for your brand in the digital age.
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