Virality doesn’t drive profits; consistency is what truly matters. There are several reasons for this, including
A viral meme, video, post, or ad almost feels like a marketing mecca, an e-commerce Everest brands perpetually hope to conquer. But going viral is unlikely to lead to success, not even in an age when attention feels like currency.
In fact, virality doesn’t drive profits; consistency is what truly matters. There are several reasons for this, including the following:
Going viral is based on luck, not merit
If the Tide Pod Challenge taught us anything, it’s this: Internet virality typically occurs because of trends, algorithms and, mostly, dumb luck. These are aspects beyond a person’s control, making them things marketers can chase yet never catch. Creators who spend time focused on their 15 minutes of fame are usually met with nothing but diminished returns.
Hype is fleeting
Of course, lightning can strike every once in a while, but that doesn’t mean going viral directly translates to profits. A humorous meme or a poignant video might garner the attention of the public eye—the public’s pocketbook, on the other hand, isn’t all that interested. Hype is almost universally fleeting; it’s fun while it lasts, but it never lasts long.
Building trust depends on consistency
Any good marketer knows that posting on social media a few times a month or reaching out to prospective clients once in a blue moon does very little in terms of sales. Customers buy from companies they trust, and that trust is built on consistency. They’re unlikely to offer their loyalty to businesses that have a one-time viral hit; they connect with companies that prove they’re invested and reliable, even in times void of glamour.
Algorithms also favor consistency; social platforms reward quality content and regular engagement (and studies show that consistency across all platforms can increase revenue by 23%). A viral moment is the opposite of consistent: It might give your metrics a temporary jolt, but sustainability is what counts in the long run.
Slower growth leads to stronger relationships
When it comes to building an audience, slow-and-steady growth reigns supreme; in other words, it’s best to be the tortoise, not the hare. Slow growth translates to loyal audiences—people you can better understand (and thus reach). This is a group much more valuable than passive, bandwagon followers who are likely to move on to the next big thing a few days later.
Repetition summons authenticity and staying power
Repetition borrows from the old adage of “practice makes perfect”; it allows marketers to hone their voice, shape their tone and polish their brand’s personality. All of this paves the way for authenticity, which can foster emotional connections with all kinds of people. In a world full of AI, deepfakes and fake news, authenticity is in short supply but high demand.
When it comes down to it, marketers might dream of their brand’s 15 minutes of fame, but this is not the secret to success. Consistency in consumer relationships is key. Customers are far more likely to be loyal to companies that play the long game rather than those simply seeking the spotlight.
