28,921 likes, 868 comments and 3171 reposts later...
I have a love and hate relationship with virality.
If you share something that isn't personal to you or tied to what you do, more followers doesn't do a whole lot.
But on the other side of the coin, we can never control who follows us anyway, and more eyeballs is more human beings checking you out. That's usually a good thing.
I'd say going viral is net positive.
When this post went silly viral - a non-technical term for when you can't use your phone - I was gaining 5 followers every time I refreshed my LinkedIn profile and it got 1,000 likes every day until it eventually fizzled out.
Still to do this day people somehow find it... it's definitely crazy.
I came across a quote recently:
"My writing doesn't go viral, the truth does."
When we look at our LinkedIn Content Funnel, which I wrote about in-depth in a previous newsletter, use this quote as your guiding light.
If you want to go viral, tackle a truth almost anybody can relate to.
If you want to go viral in your industry - which is more helpful - to create a post with outsized returns, you need to share something that isn't what people usually create.
Right now I post 5x per week: 2x posts are TOFU, 2x are MOFU and 1x is BOFU - which for me right now is just mentioning more content I have (rather than directly selling anything).
The task for you is to experiment, experiment and experiment over what TOFU content catches alight in your industry, which is relevant to what you want to talk about, what your audience needs to hear, and ultimately what you feel passionate about so you can share it more.
Want to grow faster? Increase the volume of TOFU you post e.g. for accounts in the 0-10k range you need to reach more people and therefore should tilt your content split towards awareness rather than conversion.
Create an incredible profile and you'll convert as much of that attention as possible into followers and meaningful business outcomes.
More on that in a future newsletter.
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Talk soon,
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