The ANTI-VIRAL YouTube Strategy for Experts and Thought Leaders (Avoid Reputation Damage)

1. The Challenge of Going Viral
2. Understanding Virality vs. Authority
3. The Risks of Viral Content
4. Defining Your Goals
5. A Three-Part Framework for Success
6. Creating Targeted Content
7. Building Authority Takes Time
8. FAQ

The Challenge of Going Viral

Many experts and thought leaders are not interested in creating viral TikTok dances or following influencer trends. Their primary goal is to be recognized and respected for their work while producing content that feels authentic. Following advice focused solely on going viral can harm your brand and hinder the business growth you desire.

Understanding Virality vs. Authority

It's crucial to avoid romanticizing the concept of going viral. Virality signifies popularity, not authority. If your aim is to build authority, you must be mindful of your content strategy. While going viral isn't inherently negative, it’s essential to clarify your objectives. If you're investing time and effort into creating videos, why not be intentional about your strategy?

The Risks of Viral Content

Creating content around trending topics in hopes of going viral may not attract the right audience for your work. This can lead to a situation where creators feel constrained to produce content that aligns with their viral success rather than their expertise. For instance, a lawyer who reacted to a viral trend gained views but struggled to convert those views into clients because the audience was not aligned with his target market.

Defining Your Goals

If your goal is to leverage YouTube as a business asset—attracting clients and building a community around your expertise—then your strategy should focus on educating rather than entertaining. Establishing trust and credibility in your field is more important than merely achieving high view counts.

A Three-Part Framework for Success

To effectively create content that aligns with your goals, consider a three-part framework: First, ensure your video aligns with your objectives. Second, focus on attracting the right viewers. Third, include a clear call to action. Missing any of these elements can hinder your ability to engage the right audience and achieve your desired outcomes.

Creating Targeted Content

Be intentional about the topics you cover. If you find yourself reacting to trends that don't align with your expertise, it's better to discard that idea. Having a smaller audience of engaged viewers is far more valuable than a large audience that isn't interested in your work. For example, a lawyer focused on creating videos addressing frequently asked questions from potential clients found success by providing valuable information tailored to his target audience.

Building Authority Takes Time

Establishing yourself as an authority in your field requires time and effort. Many online messages promote quick success, but building real authority involves consistency, clarity, and solving relevant problems for your audience repeatedly. This antiviral strategy will yield more significant long-term benefits for your brand.

FAQ

Q: What is the primary goal of experts and thought leaders when creating content?
A: Their primary goal is to be recognized and respected for their work while producing content that feels authentic.
Q: Why is it important to differentiate between virality and authority?
A: Virality signifies popularity, not authority. If your aim is to build authority, you must be mindful of your content strategy.
Q: What are the risks of creating content solely for the purpose of going viral?
A: It may not attract the right audience for your work, leading to a situation where creators feel constrained to produce content that aligns with their viral success rather than their expertise.
Q: How should one define their goals when using platforms like YouTube?
A: If your goal is to attract clients and build a community around your expertise, your strategy should focus on educating rather than entertaining.
Q: What is the three-part framework for creating effective content?
A: First, ensure your video aligns with your objectives. Second, focus on attracting the right viewers. Third, include a clear call to action.
Q: How can one create targeted content that resonates with their audience?
A: Be intentional about the topics you cover and discard ideas that don't align with your expertise. A smaller audience of engaged viewers is more valuable than a large audience that isn't interested in your work.
Q: What does it take to build authority in a field?
A: Building authority requires time and effort, consistency, clarity, and solving relevant problems for your audience repeatedly.