Creating viral videos, podcasts, posts, and other content has been desirable to many for a long time.

Who wouldn’t want their content to go viral?

Today, let’s discuss 4 important points about viral posts that you will want to consider when you feel the pressure to “go viral.”

Let’s discuss.

Going Viral Might Not Be As Beneficial As You Think 

First, viral content is not always targeted toward your audience. Let’s say a video goes viral, it reaches a lot of people. Many of those people will not be interested in the practice areas and skills your firm offers. It might seem like a good thing to have thousands or millions of views, but if those views are not converting into profile views, website visits, conversation, interaction, or strengthening of your reputation and relationships with those you care most about doing business with or learning from, then what is the point?

The Goal When Creating Content

Instead of focusing on making a viral video, firms should focus on creating content that targets their specific audience.

Second, viral videos are often based on shock value. Some businesses and firms create content that is shocking, provocative, or humorous just to get attention. While this might work in the short term, it does not create long-term brand loyalty for you, your lawyers, and your firm. People might watch the video, but will they remember the firm behind it?

When Creating Content, What Differentiates You?

Instead of creating a shocking video, why not focus on creating content that showcases your unique value proposition, or that which makes you different than others?

Third, viral videos can be one-hit wonders. Just because a video goes viral, it does not mean that you and your firm will continue to get millions of views on every video you create. Viral videos are often a result of luck, and it is difficult to replicate that success. Instead of focusing on making a viral video, firms should focus on creating a consistent and strategic content strategy that speaks to the needs, challenges, and interests of their intended audiences.

Does Viral Content Convert?

Fourth, viral videos do not always lead to conversions. We don’t always talk about conversions in the legal profession because it is a very “salesy” term. It is easy to get caught up in the excitement of thousands of views, but if those views are not converting for you, what is the point?

As mentioned above, I suggest you think about whether your videos and all other content have a chance of converting your viewers in some way, whether that be:

• Profile views
• Website visits
• Conversation
• Interaction
• Clicks on reactions
• Strengthening your relationships
• Building your brand

These are infinitely more important than whether or not your content goes viral.

Instead of focusing on making viral content, you might want to spend your valuable time creating targeted, consistent, and conversion-focused content that resonates with your intended audiences. When you do this, you will find that you will build your reputation and your relationships, which contribute to building your practice.