Businesses rely on a social media presence to build brand awareness, connect with customers, maintain a reputation, and increase sales. In fact, the first month of a ban on TikTok would result in the loss of $1.3 billion in revenue and earnings for small U.S. businesses. While many may curate their content with hopes of a magic viral moment one day, it’s crucial to realize that internet fame simply isn’t all that it’s cracked up to be. From the benefits and shortfalls of virality to the power of an authentic presence, businesses can easily prioritize an authentic brand that is sure to outlast a viral post.
Going viral — a true double-edged sword?
While goals include heightened revenue, elevated brand recognition, and the intangible value of internet fame, it’s essential to realize that there’s much more to a viral moment. For starters, while a viral video can spread the word about a brick-and-mortar establishment like a restaurant, it may not receive much more physical traffic (this can be especially true if your content takes off in another country). A LinkedIn article by Phil Mandelbaum highlights the fact that a spike in likes online “rarely translates to new customers,” though goes on to point out that a digital marketing strategy that focuses on key elements and that is built for the long term can result in “ROI for years to come.”
In the event that a viral video on social media does result in higher sales, it’s important to note that these sales often come along with overnight demand, and can quickly overwhelm a small business. While this can result in an unprecedented and welcome increase in orders, it can be stressful. This can become even more of an issue if you have a small team, limited stock, specialize in handmade goods, or have another job or commitments that require attention. In any case, the internet is unpredictable, and social media algorithms can prove even more unreliable. For many businesses, this means constant upkeep on current online trends in order to gain likes and views, which can lead to burnout, fatigue, and less originality — especially when trends are relied on as a primary marketing strategy. While it’s probable that a trendy video may gain some traction, it can ultimately put immense pressure on a business owner and can often result in a brand that strays from its core values and original goals.
Back to the drawing board
Businesses who wish to build a brand that outlasts virality online can benefit greatly from a return to the drawing board, particularly when it comes to the integration of social media into a marketing strategy. One Harvard Business Review (HBR) article highlights an analysis of strategies and performance of “a diverse range of companies,” which ultimately determined that successful brands share a few key qualities that are particularly notable. These include the clear communication of a relevant promise to a customer, trust that has been built over time, the goal of continual improvement, and innovation that goes beyond what is familiar.
Social media can play a key role in the enhancement of these qualities, the HBR article explains. However, there are considerations to keep in mind. One NBC News article explores how some businesses have gone viral for all the wrong reasons. For example, Kylie Allen, owner of a bakery called Kylie’s Kakes in West Virginia, went viral after she posted a video in relation to a dispute with an unhappy customer. The post garnered a considerable amount of attention, and led to what many referred to online as “cakegate” on TikTok. The NBC article then goes on to cite the advice of marketing professor Angeli Gianchandani at the University of New Haven, who notes that a proper policy on issues like dissatisfied customers can go a long way. On the other hand, it’s equally as important to take into account
Authenticity is key
For those who wish to build a lasting brand, authenticity plays a crucial role. This is often rooted in the fundamental elements of a trustworthy and reputable business, from the moment a business is formally established to how a brand is presented online. For example, it’s essential to select the right business structure from the get-go, and handle all paperwork accordingly. A registered agent is just one helpful resource throughout the business formation process, as a registered agent serves as an official point of contact for the business when it comes to legal paperwork, which will ensure that a business receives important documents on time. In addition to peace of mind, a registered agent will help a business maintain a professional image. For those who wish to form an LLC, a Northwest Registered Agent coupon can provide businesses with the opportunity for discounted services in addition to excellent customer service to help answer any and all questions.
Due to the fact that authenticity is a driving factor behind a brand’s trust and professional reputation, it’s important that such endeavors extend to social media content. “Being real and creating authentic content can forge a deeper connection with customers, encouraging brand loyalty and taking the bond past sales,” one Forbes article by Leslie Licano highlights. Honesty, genuinity, and content with a thoughtful and meaningful focus are additional aspects of content creation that can drive a message that aligns with a brand’s values, the article goes on to explain. In doing so, a brand can attract and retain the right audience, which will translate to a stable following over time.
Many small businesses spend time in pursuit of a viral post or video on social media, often with the hope of fame and success. However, going viral can be overwhelming, and may not translate to as many sales as one would think. For small businesses with a goal of a long-term and stable reputation, a revamped marketing strategy that focuses on authentic and genuine content can prove to be a key to progress.
(DISCLAIMER: The information in this article does not necessarily reflect the views of The Global Hues. We make no representation or warranty of any kind, express or implied, regarding the accuracy, adequacy, validity, reliability, availability or completeness of any information in this article.)
