The Content Series: Ep. 2 - How To Go Viral
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Have you ever dreamed of seeing your content reach hundreds, thousands, or even millions, of people? Then you’ll want to listen to this week's episode.
Creating viral content isn’t just throwing a few trendy hooks and captions out there—it’s about building a strategic content ecosystem that draws people in, keeps them engaged, and eventually, turns them into loyal customers.
And yes, every single post matters.
Here’s a sneak peek of what we cover in this episode:
Why strategy is key
The four types of content
What’s working now (with real examples that have made waves for my clients).
Why people don’t want to be “sold to” on social anymore, and how you can naturally guide them toward your offers.
Resources:
Follow me on Instagram @PandoraPaloma_
Join us in London for the Scale in a Day Retreat HERE
Learn more about Consultancy & 1:1 offers HERE
Join Be Reel HERE
Transcript
Hello, hello and welcome to this episode of the podcast, and the second in The Content Series.
Today I'm going to be talking about how to go viral.
Okay, let's dive in, shall we?
The first thing that I want to share with you is that a content only strategy needs a strategy.
And what I mean by that, is that you need to have a strategy when it comes to your content.
It might be easy to think we just create some reels, hooks, captions, calls to actions and off we go.
Absolutely.
But there is also a strategy that we get to use which is going to help us nurture our community in a much greater way.
And once we have a nurtured community, we have a community who are more likely to invest in us through a purchase.
That's what we're going to be covering today.
So first, let's touch on why this is important.
Well, because you're not going to see results just from posting every day.
We have to create an organism on our page that supports one post after another, after another, after another.
Someone shared with me recently, and it really stuck with me, that Vogue magazine in the U.S. let's say, gets 2.1 million readers a month in one viral post. You could have so many more than that view your business.
Just take a moment to think about that.
Vogue magazine gets 2.1 million readers a month, and you could have a reel that goes viral that gets double, triple, quadruple that.
That many eyes on your business.
This is why I am so passionate about supporting my community, supporting women to create scroll stopping reels without the stress.
I do that in the Be Reel membership. So if you want to jump in, head to the shownotes, come and jump in. Because I ultimately cut your creation time in half with done for you templates and tools to help you save time, increase your engagement and drive sales.
There's that much opportunity for you in the online space on Instagram.
And the results that you get to see from that is huge. It's so interesting that I say 2.1 million viewers (or readers?) with Vogue, I have a client who had a reel that got 2.2 million views.
The sales that came from that one viral reel were out of this world. And the same can happen for you.
Every post should have an intention.
Every post should have an intention, and also a process and an order of which you post.
There's different types of content.
There's content that gathers your audience, it gathers your community, it helps you build and grow your community.
Then there's your nurturing content, and that helps people stay in your community.
Then there's the content that helps you connect with your community. It helps build Know, Like and Trust.
And then there's your selling content, which of course is the content that sells to your community.
And I'm going to touch on that, and actually a process that I think is working really well right now so you're not even directly selling.
Gathering community.
This is what I call top of funnel content.
So anyone who is interested in the topic of what it is that you do, and how you do it. Anything that triggers an emotion, anything that's highly shareable.
Typically this isn't heavy with a call to action or how to's.
It's the content that is emotive.
I'm going to use a couple of examples of ones that have worked really well for me recently.
A visual, a B roll of me and my daughter on holiday, with a caption Point of View -”You finally created a business that lets you live a soft life with your bestie every summer”.
Highly emotive.
Me and my daughter makes it relevant, because I'm a business mentor that’s got a whole lot of love.
That was a really good gather option for us over another recent one that I created recently (which is actually a carousel, because we've been testing carousels in the business) was something I don't talk about a lot.
That's a big part of my story.
My mission is how I make it work as a single co-parent.
Highly emotive, highly relevant, suitable for the kind of woman that I am looking to attract.
Another example of a really good catchy gathering type of content, is something that's a little bit spicy, a little bit controversial.
One particular client had a reel and the hook was ‘the moment you hear Botox affect your orgasms’.
You know? It's like, oh!
Of course, I've said this so many times before, but the hook is everything.
You have 1 - 3 seconds to capture someone's attention,
and make them want to continue watching that reel or read your caption.
This is really important.
Nurturing content.
This is really what helps people to stay in your community.
And this is what you would consider your educational, valuable, ‘How To’ type of content.
You're really showcasing that you understand how to solve problems for people, that you are an expert in your field, you are a thought leader, you have interesting insights.
You ultimately know what you're doing and you are building Know, Like and Trust with that person.
You're nurturing them to Know, Like and Trust you, so that they trust you enough to purchase from you and purchase whatever offer it is that you are then at some point going to sell.
It's really about, here's a recipe, here's how to XYZ.
If I were looking to scale my business in one way, here's what that might look like.
This is where your content that showcases - ‘how to increase your Instagram’ or ‘how I built this program that has sold me X number of spaces’.
We did one recently that worked really, really well for us, which was ‘why I wouldn't prioritise Instagram growth right now, and what I would do instead’.
What I'm doing here is turning it on its set. You know, for people who are like, ‘it's all about growth’. I'm like, no, it's not. And here's what I want you to know, here's what I would do.
It really is about understanding how you can showcase what you do, and how you do it in a nurturing way.
Then you have your connection focused content.
This is pretty obvious, but it's how you connect with your community.
How you increase that engagement, how you get them participating in your content.
It's also, you sharing personal info, building trust with your audience.
So, content really gets to look like being aspirational and relatable, and we connect with our community, and they connect with us through being relatable.
So we build a brand through the aspiration, and we build Know, Like and Trust through value and expertise.
But also, them seeing you as a human being, and equally you connecting with them and encouraging them to connect with you.
So this will look like storytelling, teaching through story.
It will be using emotive stories, using case study stories, using stories that showcase the behind the scenes, the way in which you are encouraging people to connect with you.
And then of course, things like consistency and frequency.
The colours, the things that make you a recognisable brand.
I spoke about this last week that being a brand is so increasingly important. That builds trust with your audience as well.
The series that you do, the themes that you do, the colours that you use, the locations that you shoot your B rolls in, everything becomes familiar and habitual.
That's the thing that often builds trust with your community, because they become to know you, and know your content because of how it looks and feels.
So there's your connection based content. You really want to be encouraging people to connect with you, but also, increasing your engagement. And that is going to be in encouraging saves, using incredible visual hooks, things like leading with results.
Just think about how you can get your community to want more of you and connect with you.
And then of course, we have sales based content.
That's obvious, and that might come through in your stories, it might come through in your feed.
The way in which I would be looking at doing sales based content right now is this:
I would be doing active sales based focused content. I would prioritise your stories for that.
And then this is where the power of sales funnels come in. I would be actively building out what I call micro funnels.
Funnels that start with a landing page for your lead magnet,
that go into a thank you page that sells in whatever offer it is that you have,
and then nurtures your community with an email sequence to sell in the same offer.
So, instead of going ‘buy my offer, buy my offer, buy my offer’, you want to create content that really speaks to why that offer solves that problem.
And yes, sometimes quoting that offer and that, you know, ‘it is available and you can find it here’. But mostly, encouraging people to go through the process of the freebie so that it's almost like a double nurturing.
You're nurturing through your content, then you're nurturing through your freebie.
And then from that point they then purchase.
It's a slightly different way of selling.
Personally, I don't think people want to be sold to on social media anymore.
But actually, what you will find is that the more that you prioritise the first three stages of this strategy, the easier it's going to be to make sales from your audience anyway, because you've prioritised nurturing them.
The more that we nurture our community, the more incentivised they are to purchase from us, because they feel so seen by us.
Depending if you're posting every day (by that I mean five days of the week, because I personally don't post so much on the weekends. I only really in stories)
I would consider Top of funnel (your gathering content), you want to prioritise that 2-3 times a week
Then your nurturing, you might want to do 1-2 times a week.
Your connect 1-2 times a week
your sales once a week.
And that's like a general kind of rule.
I think what a lot of people are trying to do at the moment is do a lot of the nurturing and the selling.
I must give value and then I sell and I must give value and then I sell.
But actually we're missing out on the kind of content that's going to gather a bigger community.
What I call the build, as part of the Build Buy Borrow method, but then also the connect.
So we're actively encouraging content that supports people to engage.
Something that we did recently that was an example of this, is ‘you can only pick two’.
I did a reel that was like ‘you can only pick two’, and the things came up - and you know, we had 26 people comment and it encouraged engagement, it encouraged people to think and engage with me in a way that they hadn't before.
So, we'll be doing a lot more of that kind of content moving forwards.
I hope that this has been helpful.
I mentioned earlier that this content series is officially, non officially sponsored by my Be Reel membership, and that is the space that supports you to create better content and get better results from it.
So it's the ultimate Done For You content solution to help you show up online consistently, and connect with your audience, and ultimately from that point drive conversions without spending extra hours creating content.
You can start at £47 a month, or if you sign up for the year, you get an extra monthly training live with me, where I take you through messaging and content and strategy when it comes to marketing and your content creation.
You can find the link to join us in the shownotes.
The Content Series will be live over the next few weeks.
If you have any specific subject that you would like me to touch on, please do come and find me @PandoraPaloma_, I would love to hear from you.
If you've listened to the podcast today and you want to come and let me know, I'd love to hear from you.
Have a beautiful rest of your day.
Sending big love from my corner of the world to yours.
And remember, you are magnetic.
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