You’ve probably seen the now viral video of author and TED contributor, Simon Sinek, talking about millennials in the workplace. It littered my feed with friends and acquaintances sharing the video for days. This went on for almost a week until I finally caved and watched the video. Now, for me, it wasn’t necessarily the content that struck me as unique, but the page that the video was posted on and that was getting all the shares…Delta Protective Services.
That’s right, a video that got well over a million shares came from a private security company located in Stockton, California. Right now you’re probably thinking “Wow that’s great! Sounds like a success to me.” But was it? Sure they got the shares and the reach, but they’re still sitting at barely 80k likes. My point for all of this is that, at the end of the day, people were engaging with the content and not the page because let’s face it, does millennials in the workplace have anything to do with personal security? No, not really.
Which brings us to the meat of this blog post – the pros and cons of broad social messaging.
In the opening example, I mentioned that the original poster (Delta Protective Services) received over a million shares for that particular video. They also reached over 102 million people. That means that video, and subsequently their page, was served in over 102 million News Feeds which is about 5% of Facebook’s total user base. Now before you scoff at that 5%, that’s a huge deal considering Facebook just hit 2 billion users recently.
Most brands would be lucky to get even .05% of that user base. Also, while I’m not sure how many followers and subscribers they had to their page prior to the viral video, I’m confident that it did help them build their user base. In fact, I’m currently on their page and Facebook is letting me know that a mutual friend has liked or visited the page.
I can also say with confidence that this person is not in need of personal security services in California as they currently reside in Las Vegas, so in that sense it worked. The man behind the video post even had a few thoughts and takeaways from his sudden success in a Facebook post that went live in January. All in all it looked like a total success. But…
And there’s always a “but”…Out of the 102 million people reached or over a million shares, they only manage to stand at approximately 80k likes and follows for the page. Why such a low conversion rate if the video was so wildly popular? Because ultimately, the video has absolutely no ties to what Delta Protective Services is all about. Sure, it was a fun and engaging video with some great points that many related to, but not once did it talk about personal security or its benefits. Let’s be honest, it actually benefited Simon Sinek.
Full disclosure, before this video, I myself had no idea who Simon Sinek was and you can bet that most of the people who were sharing the video did not know who he was. I can guarantee that after the video made its rounds, people became familiar with him and most likely watched or researched some of his other works.
So while, yes, the video received tons and tons of attention, who really benefitted? While a piece of content may seem worthy of a post, ask yourself “How does this relate to my company or brand?” and “Will it accomplish the business goals I have set out?” If the answer is no to both, then it’s time to move along to the next piece of content.
And if that’s not enough, we at VIRGEN Digital Brand Marketing can help to guide and develop your social and content strategy so that you don’t experience the same pitfalls of broadly posting to your social channels.