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- Are You Chasing Trends or Building Loyalty?
Chasing viral content and remixing memes seems like an easy win for visibility, right? High engagement, shares, comments—it looks great. But the reality is, while trends can get attention, they can also derail your brand. It’s too easy to lose sight of your core message and end up as just another meme account.
The key is balance. Sure, jumping on trends shows that you get your audience, but if it means losing what makes your brand unique, it’s not worth it.
Think about how often you share viral videos on Instagram with your friends, not even paying attention to who posted them. Sure, the video got a lot of shares, but does that translate into anything lasting? Studies show that less than 10% of viral posts lead to real, long-term engagement.
Look at Wendy's blending humor with their voice. Viral content should support your brand’s voice, not drown it. The goal isn’t to just jump on trends, but to put your unique spin on them.
Use the format or structure of a meme, but keep it tied to what your brand stands for. When you do this, people recognize the authenticity, and that’s when you get engagement that matters.
Sure, a post with 500,000 views and a thousand shares looks great. But does it actually turn into anything valuable, like purchases, loyal customers, or deeper connections? Not usually. But a post with fewer views, from you or your team, that leads to DMs, website visits, or new followers? That’s where the real impact happens.
Focus on what actually matters—conversion rate, customer acquisition cost, lifetime value—rather than chasing empty metrics. Build a strategy that drives results, not just numbers on a screen.
One more thing.
I’ve had engaging conversations exploring these topics and more with notable guests:
Tyler Denk, CEO and co-founder of Beehiiv, shares how he built a top newsletter platform used by creators like Arnold Schwarzenegger.
Hugh Fink, Emmy Award-winning SNL writer, dives into crafting iconic sketches and collaborating with Britney Spears and Chris Farley.
Judy Edwards, founder of Squatty Potty, recounts her entrepreneurial journey, including securing a deal with Lori Greiner on Shark Tank.