Everyone wants to go viral, and I've done it dozens of times

This is why I think it's better to build a solid social media strategy first (and here's how).

If I had a pound for every time a client wanted to go viral, I’d have more money than going viral has ever made me. While achieving high views on a video can be beneficial, it’s not the be-all and end-all. Instead, I believe more focus should be put on building a solid social media strategy, and here’s how…

To do social media well, the formula can be broken down into simple chunks. The challenge comes when you try to apply the time to do it, as trust me, it’s a lot more labour-intensive than it looks. But if you are looking to up your social media game, these are the steps I recommend...

Start by creating a content calendar. I like to use Google Sheets, but building out a content plan helps keep your strategy on track. Map out the months and, under each one, add the following:

Google ‘PR’ days – some are silly and some more serious, but whatever your vibe, it’s helpful for inspiration if you add some of these themes into your content for each month. For example, this month is Menopause Month.

Choose your topics. Some people call these pillars, but essentially, they’re a list of brand-relevant subjects. Select about 5 topics that you want to discuss regularly and that mean something to you or your brand, then add these to your calendar. It could be things you’re passionate about. For example, in this Substack, I like to give business advice, so that would be one. I also like to chat about parenting challenges, so that would be two (it feels weird to say I ‘like’ talking about those, but hopefully, you get the point). It could be anything – sustainability, food, travel, periods (I also love talking about those) – there are no rules to this.

I’d suggest ensuring that some of this content is ‘relatable’ – anything that connects with people on an emotional level like humour or vulnerability. Whatever you do, don’t make it all brand-heavy, as people won’t engage with it. Do a sense check – am I ticking the relatable box enough? If the answer is no, rethink it.

Next, add in all your brand-relevant dates - menu updates, treatment offers, new launches, or anything else within the business that you know you need to talk about.

Ok, now you have a plan. Next, you need inspiration. This might be obvious, but the best ideas come from looking at social media. And that’s the one good thing about the algorithm (because there usually isn’t much in your favour where that’s concerned) - the more you engage with certain types of content, the more of that kind it will show you.

Create folders in your Instagram and each time you see something that links back to your topics, or even just amuses you, save it. This will inspire your own content creation. TikTok is also such a creative platform, so you can put a new lens on your doom-scrolling, by watching it to inspire your own creations. Also, when you’re perusing social, save down trending sounds (which have an upwards arrow), where you can click ‘save’ – then you can choose from those sounds when you’re next posting a Reel.

You also need design to create a nice aesthetic (especially if we’re talking social for a business rather than a personal profile). One tip I often recommend is hiring a professional designer to create several templates for you. Then, once you’re happy with them, asking them to add them into Canva, so you can work with them yourself (if you have the time). One thing I’d say though is to budget for refreshing these templates every so often. What’s key to keeping up with social trends is adapting your style as they evolve. A good designer will be able to take your brand and apply it to the current trending, social style.

Bring people into the plan. People want to see other people, so whether it’s you, your team, or creators you’re working with, people are essential to driving an emotional connection. Also, ensure you’re representing as diverse a group of people as possible for your business (this, of course, doesn’t apply if it’s just a personal account).

This is the framework for building your content strategy. The next part is harder – the filming, editing, and curation of the feed. This is where the most time-intensive work happens. But as my Nan would say, nothing good is ever easy. If you want to do it well, carve out some time to deliver on all these ideas. You might notice that I only post on my personal page about twice a month, and this is why (I appreciate it’s easier said than done to find the time).

Planning your content out in a scheduling tool like Later can be helpful too. It allows you to have a mapped-out view of your upcoming content (actually as you would see it on the grid). You can then check that you’re covering off your topics and that the overall aesthetic looks good too.

Once you start posting then be prepared to pivot. Nobody knows what’s going to work for them until they start trying. So, I believe it’s best to simply start posting and then adjust your approach. If you see your audience engaging well with a certain topic, do more of that. If it’s the opposite, do less.

But most importantly, don’t get too bogged down by the results. You might find that the reach and engagement of some content isn’t high, but for your business, it’s still important to post certain messages. And always remember, big businesses have big budgets, which contribute to their social media approach (as well as every other aspect of their business), so there’s no point wasting your time comparing yourself.

Let me know how you get on.