Our livelihood is a science and an art combined. We review metrics and crunch numbers to inform our performance, but we primarily engage in a sociological artform called people—prone to shifting trends, often unpredictable in terms of media consumption as a hive.
People obsess over “viral” content as the holy grail. I disagree with this. We’ve seen a campaign go viral, and for all the wrong reasons. Let’s transition from an old school mentality of advertising. Don’t pay money to hit ‘em hard and fast and as many as you can. It isn’t solely about impressions gained. Customers have a voice, and it’s up to them whether your content produces real results. It’s an exchange between brand and consumer in a flurry of content and conversation which leads you to the crème de la crème: community!