“Viral” content is often hailed as the ultimate goal, promising fame and exponential growth. The allure of one viral post propelling you into the mainstream is undeniably appealing.
But here’s the harsh reality: going viral is exceptionally hard, and the odds are stacked against you.
A study conducted by Stanford University in collaboration with Microsoft found that the chances of a piece of content going viral are roughly one in a million.
Q: Why is it so elusive?
A: Because there’s no guaranteed formula for virality.
You can’t predict with certainty that your video will catch a platform algorithm’s eye and spread like wildfire.
For every jaw-dropping stunt that catapults an unknown creator to stardom, there are thousands of attempts by aspiring “viral creators” that barely manage to garner a thousand views.
The hard truth about going viral is that it can consume much of your time, money, and emotional energy, with an almost negligible chance of success.
That’s why, when it comes to the content I create, “virality” is not the primary goal. What do I value more? Consistency, predictability, and sustainability.
Sticking to a regular content creation schedule and avoiding burnout are priorities.
Building an engaged, consistent audience that returns to your content month after month is more valuable than a fleeting million views on one video or thousands of likes on an Instagram post.
Don’t get me wrong; I’m not against virality. I genuinely hope that one of your posts goes viral and that you reap the rewards it brings. However, relying on virality as a creator is a risky bet. Instead, focus on what consistently works: creating good content.
Creating quality content consistently is the closest thing to a “viral formula” that I know of. It’s a strategy that has stood the test of time and continues to deliver results. So, as you navigate your journey in digital marketing, remember that while virality is a possibility, consistency is your steadfast companion.
What Defines Good Content?
While the definition of “good” content can vary from person to person (as well as industry to industry and clinic to clinic, depending on so many factors), there are universal elements that naturally captivate the attention of your audience:
- Educational Value: Informative and relevant content that addresses common questions and concerns related to physical therapy is highly valuable. Share tips, exercises, and insights that can genuinely help your audience improve their well-being.
- Engagement: Encourage interaction by asking questions, running polls, and responding promptly to comments. Engaging content fosters a sense of community and keeps your audience connected.
- Visual Appeal: High-quality visuals matter. Use clear images and videos to demonstrate exercises, showcase your clinic’s facilities, or share success stories. Visual content should be easy to understand and visually pleasing.
- Authenticity: Be genuine and authentic in your communication. Share personal stories, achievements, and even challenges. Authenticity builds trust and helps your audience connect with your brand on a deeper level.
- Relevance: Tailor your content to your target audience. Understand their needs, preferences, and pain points. Addressing these directly ensures that your content remains relevant and valuable.
- Storytelling: Craft compelling narratives that resonate with your audience. Share success stories of patients who have benefited from your services. Storytelling adds a human touch to your brand.
- Call to Action (CTA): Encourage your audience to take action, whether it’s booking an appointment, signing up for a newsletter, or following your other social media accounts. A clear CTA guides your audience toward the next step.
Remember, the key to defining good content for your physical therapy business on social media is prioritizing what provides value to your audience.
By consistently offering informative, engaging, and authentic content, you can build a strong online presence and connect with potential clients effectively.
Conclusion
The quest for creating “good” content is both an art and a science. It’s about connecting with your audience, providing value, and building lasting relationships. For physical therapy businesses, the journey to crafting meaningful content that resonates with your target audience is rewarding.
If you’re ready to elevate your digital marketing strategy and take your physical therapy business to the next level, I invite you to book a discovery session with me. We can explore tailored solutions that align with your unique goals and objectives.
Your journey to harnessing the full potential of digital marketing starts here. Let’s connect, collaborate, and create a digital presence that educates, engages, and drives meaningful results for your business.
Ready to take the first step? Click below to schedule your free discovery session and unlock the possibilities that await your physical therapy business:
Flemming Arnott
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