Text reads "Prioritising affinity over virality: the key to meaningful content engagement"

 

Did you know in the 15+ years I’ve worked in marketing & comms, I’ve almost never met a person who has achieved anything transformational from having gone viral?

 

Wild, innit?!

 

15+ years … and I’ve genuinely never met anyone who has clocked anything more than seriously profound dopamine hits from having achieved virality online.

 

There are absolutely some exceptions to this rule [my own brand included], where we’ve gone viral and literally transformed the world we lived in for the better [i.e we shared a story about a “secret apartment” we owned > that we donate to a Not For Profit > that gives that same apartment to folks escaping domestic violence … and the post subsequently went viral, and x3 other companies donated a total of x91 apartments to the same NFP].

 

On the flipside, we’ve gone viral for our progressive approach to neuroinclusivity in the workplace … and whilst it was a nice little dopamine hit? We ended up with 20k new followers in less than 24 hours, who had never heard of digital marketing … but all wanted a job at The Digital Picnic [and were based mostly in the US].

 

I’ve come to realise that the quest for virality often overshadows the more crucial aspect of content creation, which is building affinity with your audience. Consistently.  Just consistently showing up with good content that speaks to your demographic, and either reaches a nice chunk of your followers online … or even goes a little bit beyond that.

 

… I’d take that, consistently that, over x1 viral post every day of my content marketing week.

 

Here’s why;

 

Authentic connections matter

 

Creating content that resonates with your audience on a personal level fosters a sense of trust and loyalty. Authentic connections are formed when content aligns with the values, interests, and needs of your audience. This leads to a more engaged community, willing to advocate on behalf of your brand or message.

The short-lived nature of viral content

 

Viral content might bring a surge of attention, but it’s often fleeting. The focus on short-term metrics like views or shares overlooks the importance of sustained engagement. Affinity-driven content, on the other hand, keeps audiences coming back, establishing a consistent and loyal following.

 

In other words? Virality keeps the dopamine pumping [for a little bit], but affinity, and ongoing affinity, keeps your business in business.

 

The short-lived nature of viral content

 

Viral content might bring a surge of attention, but it’s often fleeting. The focus on short-term metrics like views or shares overlooks the importance of sustained engagement. Affinity-driven content, on the other hand, keeps audiences coming back, establishing a consistent and loyal following.

 

In other words? Virality keeps the dopamine pumping [for a little bit], but affinity, and ongoing affinity, keeps your business in business.

 

Quality over quantity

 

In the race to go viral, content quality can suffer. Affinity-based content prioritises depth and relevance, offering value that extends beyond a momentary trend. This approach not only attracts an audience … but also retains it by continuously meeting their expectations with high-quality, relevant content.

 

Building a strong brand identity

 

Affinity-centric content reinforces your brand identity. By consistently delivering content that reflects your brand’s ethos and message, you strengthen your brand’s presence in the minds of your audience. This consistent identity aids in building a community of like-minded individuals who identify with and support your brand.

 

Long-term benefits

 

While viral content might offer immediate gratification, affinity-focused content reaps long-term benefits. It nurtures a dedicated audience, improves brand reputation, and enhances customer loyalty. This solid foundation paves the way for sustainable growth and success.

 

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While viral content has its place, it’s the content that achieves affinity with your audience that truly matters. It’s about building meaningful, lasting relationships with your audience, which is invaluable for any brand or creator looking to make a lasting impact.

 

 

Looking to understand how to make a bigger impact with affinity-based content? I’m now offering 1:1 content coaching sessions that will always guide you towards consistency with affinity over anything else … and I bring it home with a seriously strategic, almost formulaic [but good formulaic, and needle-moving-formulaic] approach to funnel-based content marketing strategies that keep businesses in business.

 

Find out more here.