Whenever you first enter a social media site and make your first post, whether a picture or an article, you’ll frequently receive a disproportionately large viewership for that initial post.
In proceeding posts, your viewership materially declines. No matter what pictures or articles you post … no matter what value they have to offer … you notice your audience interest and engagement plummet.
Then, after a short time, you stop posting as frequently. You eventually lose interest because others have lost interest in you. Then you chalk it up to a “not the right time” or “not the right opportunity” scenario that lets you escape the feelings of failure.
This dilemma isn’t just a social media thing. It’s a life thing.
I worked at a startup that boomed with momentum at the onset. Lots of buzz, lots of employees, and lots of interest from consumers.
But then, after a couple months, the hype died down. Employees were let go because the business couldn’t support them. Consumers tried the product once, weren’t totally satisfied with their experience, and opted not to return. And eventually, the business closed.
I’ll give you a personal example within the context of social media, and then provide you with a little insight as to how I’m approaching this precise phenomenon.
My first posts and articles on LinkedIn attracted disproportionately large readership levels. Nothing to boast about, but compared to current viewership, my initial traction was far greater.
Over time, my articles and posts haven’t recovered in viewership metrics.
Same story goes for my recent entry to Instagram. My first few videos and pictures received relatively high levels of likes and passing views. Over a short time period, the likes and passing views have significantly dropped.
Why is this?
Has my LinkedIn content gone stale? Am I not providing value to my audience?
No. Absolutely not. If anything, my content has become more creative, eclectic, and relevant. I’m engaging the LinkedIn community and interacting with its members, which has offered me insight into what type of content people seek. I’m learning and growing alongside other members and localized thought leaders.
Did I provide a really unique opening Instagram photo/video that may have attracted unanticipated viewership?
No. Absolutely not. I posted a video that included a few physical exercises. I created future videos and posts that offered additional physical exercises, but the traction was nothing compared to the initial post. You’d assume that the people who were interested in the first video would be equally interested in a comparable video that displays a similar interest area, right? So why is the viewership trending consistently downward?
Because, like a startup, your first post is something brand new. People haven’t seen you or your brand before, so they’re interested in seeing what value you can add to them.
People are willing to try something new. They’re willing to give you a chance. But if you don’t impress them the first time, good luck in trying to grab their attention a second time.
And for viewers who do watch or look at your posts … if they genuinely like your content and tell others about it (or others see that they like it), you can observe a big spike in viewership based either off of referral or FOMO (fear of missing out).
When people legitimately like your posts, they may refer your content to their friends and acquaintances. If you’re able to create ambassadors for your brand by attracting and securing a devoted following, you can easily see your traction skyrocket.
And as far as FOMO is concerned … once you articulate and present your content in a way that frames your content as urgent and relevant, other social media users become compelled to look at your posts and provide you additional attention. Your content immediately becomes so important that they can’t miss out on it. Additionally, depending on your ambassadors, their level of influence may have a trickle-down effect. The members of an ambassador’s network may flock to the respective post to ensure that they’re not missing out.
As in business, it’s important to create and connect with a few ambassadors that can promote your brand to their network. These ambassadors are genuinely passionate about your brand, can directly influence traction levels through referrals, and drive indirect attention to your brand by soliciting the passing eyes of their network members who want to keep tabs on all things relevant and immediate.
… Stay tuned for Part 2 tomorrow!! We’ll wrap it all together and develop keen insights that you can leverage for your work and your social media.
