Going Viral - Part 1
How does it work?
- Tips & Tricks
- Sample Posts
- Ben & Eli
- Action Steps
Today: Learn how to go viral.
Virality is a topic of heavy debate on LinkedIn. There are multiple schools of thoughts and we'll be addressing each to give you the full picture.
We will also be covering the LinkedIn algorithm so that you can better understand why posts do or don't go viral and what goes on on the backend of LinkedIn when you publish a post.
First, let's discuss what it actually means to "go viral" on LinkedIn.
Well, the disappointing truth is there is no standard or hardened definition of what that looks like.
30,000 views? 100,000? 1,000,000? What about likes, comments, and shares? Are they included in determining virality? What if you get 50,000 views but only 5 comments and no shares vs. 50,000 views with 50 comments and 5 shares? Did one go viral and the other didn't?
The bottom line is: Going viral is relative.
Without knowing standard averages of user reach, engagement, and rate of engagement on the platform we cannot firmly define a number for virality.
Virality on LinkedIn is for you to determine relative to your own averages. For one user, if their posts regularly get 500,000 reach per post then a post that only gets 50,000 views would be considered a major loss in audience. But for someone that regularly gets 500 views per post, a post with 50,000 views may "feel" viral.
Whatever the case, virality can be seen as getting a high level of views and engagement on your content relative to average. It's extremely broad but possibly the only fair definition available. Let's dive deeper into what going viral on LinkedIn means for you.
Positives of going viral on LinkedIn:
-Exposure to potential clients
-Increase in following
-New relationship opportunities
-Personal brand boost
Negatives of going viral on LinkedIn:
-Overwhelming number of notifications, messages and connection requests
-Potential loss of frequent contact with important connections due to time constraints
-More cluttered feed due to hundreds or thousands of new connections making you less engaged with your community
-Cluttered notification panel means you miss engagement, mentions, and conversations
-General loss of time and efficiency
As you can see, going viral is not all it's cracked up to be, but it certainly does have its benefits.
If every single piece of content you posted went viral, you'd lose much of the important functionality of the platform. When you do go viral, you get a taste of this and it can give you an appreciation for the slower moments.
This means more time to connect with close connections, more quality engagement, less browsing through the sea of notifications and connection requests.
There's something to be said about the slow-burn approach. Growing your following and viewership over time can be a much healthier and richer way to experience this platform.
Going viral is a great boost, but it cannot be deployed as a long-term strategy. If you stay consistent, continue growing, and post high-quality content, you will eventually go viral. Focus first on consistency and valuable content, virality will come later.
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The age-old discussion - going viral. My opinion? Forget about going viral. Focus on your audience and show up day after day. Build relationships, not views. Understand why posts go viral, how to create engaging content, the algorithm, techniques to grab attention, all of that - but don't make it your sole focus.
Now that you know WHY posts go viral, you can decide if you WANT to. There are definitely benefits to having millions read your posts but focusing only on that goal will cut back on your authenticity. It's a choice. Choose wisely.
Today: Learn how to go viral.
- Write a post about your opinion on going viral.
- Include the hashtag #30DS at the bottom.
- Join the Facebook group.
Tomorrow: Learn how to go viral (part two).
"When I write I try as far as possible to forget I'm writing it at all. I tell it down onto the page, as if I'm telling it to one person only, my best friend."