Veracity not Virality

The post

The last time something truly went viral was back in early 2020, when the global pandemic took place.

Everybody was forced into deep lockdown, and the world felt like it had stopped in a heartbeat.

Back then, connection, human connection... was a rare commodity. The only way we could get it was through teleconferencing and social media.

During this time, online digital cohorts and courses emerged as a way for people to learn new things away from traditional means. The creator economy had truly arrived.

The disruption that hit traditional media in the 2010s was now happening in education and online courses, all being advertised through social media.

But nothing is truly new.

With the proliferation of AI, we've gone from an engagement and reach addiction, to personalised and more ICP-focused content, and now back to engagement and reach.

Why is there this accordion-style behaviour?

The short answer is because things are always changing. The social platforms are always changing their algorithms.

AI is changing everything!

But look at the greater context of what was happening back in 2020. Content became a proxy for your presence.

You couldn't be everywhere, and you could only have a handful of calls per day before fatigue set in. So content creators focused on posting daily on social media.

Creating faux celebrity in niche circles.

That content acted as a proxy for their presence and so-called expertise, and it worked!

Since the consumer release of AI in November 2022, we've seen ups and downs with content proliferation, to the point where we're now subjectively calling content AI slop.

But has anything changed from a presence perspective, prior to AI and prior to the pandemic?

The answer is no.

Content will remain a proxy for your presence. Content done right acts as a bridge, allowing people to understand who you are, the market you serve, and the expertise you bring.

Try this...

Create content for your ICP.

Focus on your content pillars.

And understand that your content theoretically should not go viral.

You want veracity over virality.

But that's not enough. It's only half the equation.

내일 봐요 ✌️

@Dean (Moonie)

Executive Insight is YOUR defensible moat.

BeProlific