A lot of creators, new and old, are focused on virality. They want one of their videos to pop off and get millions of views. It’s no wonder; modern social media measures success in views and likes. If you’re looking for fifteen minutes of fame or only want to go viral, that doesn’t hurt.
But if you want consistent engagement and a reliable audience, virality isn’t the answer. Instead of focusing on going viral, you want to emphasize building a community. It seems counterintuitive; shouldn’t creators focus on getting as much of their content out as possible? Isn’t it better to try and reach millions of people?
The old adage about throwing shit at the wall comes to mind. In this article, we’ll explain why you should focus on community over virality. And, as a community-focused platform, we know a thing or two.
Why Community Matters 🏆
They Care 🧡
While a viral video might get tons of views, likes, comments, and shares, the audience doesn’t last beyond that video. They likely don’t care about you or your content. They’re there for the video of people white-water-rafting in a toilet or of your cat knocking over a Christmas tree. So, when you start posting content that’s more authentic, more you, it won’t do as well as that one viral video.
But a community cares about you. They want to see what you’re up to. There’s a genuine interest in the videos you create, to the point that they might even seek them out. A community will engage with your content and will keep coming back for more.
They Support 🫶
You might be thinking, “yeah, you just talked about how supportive a community is.” But we don’t mean engagement and interest in your videos. We mean literally supporting you and your endeavors.
One issue with virality is that it makes it harder to sell things to your audience. Not only is your audience huge (or nonexistent), but they don’t care about what you’re doing. You can’t get them onboard with what you’re doing next, whether you want them to buy from your online store or are publishing a book.
But if you take the time to build a community, you could sell to them. Your community will care about you and trust you. So, if you want to finally release a poetry book, they might buy it! Not to mention that your community shares similar interests with you. If an advertiser would like to team up and have you promote their products, your community will likely be interested.
They Connect ✨
For a lot of us, social media is a way to connect with people. It might have become a million (maybe even billion) dollar industry, but that’s what it really is. And that’s likely part of what drew you to content creation.
You can go viral hundreds of times. That doesn’t mean your audience wants to get to know you. If you spend the time building a community and cultivating a connection with your followers, you’ll actually build a relationship. You can develop friendships, creative partnerships, or just have people to turn to when you need advice.
That doesn’t mean you have to say goodbye to making money on social media. You can still monetize your content and earn money. But you’ll have genuine connections with thousands of people, too. Going viral sometimes feels like you’re shouting into a void. With a community, you’re never shouting into a void. They always hear and always respond.
In Summary 🎁
Building a community isn’t easy. However, taking the time to build a connection with your followers is better long-term than virality. A community will give you lasting support because they’re interested in you and your content. They care about you and want to continue connecting beyond your latest post. Even if you start to change niches or book a few partnerships, your community will be along for the ride.
Learn more about growing your community with these tips. Take some time to read up on the psychology behind community.
Looking for a social media platform focused on community? You’ve come to the right place. At Clapper, our creators don’t care about virality. They’re all about community. To get ahead, you have to be focused on building a community and connecting with other creators. Ditch virality and start posting on a platform that actually cares.
The Clapper app is a short-form video and Livestream app for creators 17+. Our goal is to give creators a platform to build communities and express themselves freely without judgment and censorship. To learn more, download the app, follow us on Instagram, Facebook, X, and LinkedIn.