Also called viral marketing, going viral
Virality is content spreading far beyond an existing audience because viewers pass it on, rather than because it was distributed to them.
The mechanism is sharing, and sharing is driven by what a share says about the sharer. People pass on things that make them look informed, funny or right — which is why usefulness and surprise travel and self-promotion does not.
Virality is not a strategy because it is not repeatable on demand. It is worth understanding as a bonus that occasionally happens to consistent work, and worth planning for only in the sense of having somewhere for the traffic to land.
A viral post with no destination converts almost nothing. The preparation that matters is a bio link and a way to capture email, in place before it happens.
In practice
A post reaching a million views converts far better into subscribers when the bio link already offers something worth taking.
Common mistake
Optimising for virality. It produces attention-seeking work that repels the smaller audience actually likely to buy.
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