What Happens After You Go Viral? How to Build a Cult Following.
I’m sitting in a breakout session on Zoom, with a few of my students in PBA.
We’re talking about content, about what works and what doesn’t. What “hits,” what “sells,” and what people want to see more of.
I’m encouraging them to go deeper, to share more personally with their audience. It’s an honest discussion, and I’m surprised when one of my students says, “Anna, I joined PBA because you got a dog. That’s why I decided to fill out an application. I had been following you for a while, but when you started documenting your experience with bringing home the puppies, I really wanted to reach out and find out more about your program. It was you becoming a ‘dog mom; that did it for me.”
I always knew the value in posting personal content, as it’s something I heavily prioritize, but until this conversation a few years ago, I didn’t know just how powerful it was.
Another student told me, “It was your post about loneliness for me. It moved me. And I felt like I had to reach out.” Another student mentioned, “For a while there, I was checking your Instagram like The Kardashians, because I was actually wondering, “What is Anna up to today?”
These are just my experiences. But I bet you can think of time that you’ve followed someone online and felt connected to them because of a story they’ve shared, or an experience they’ve had, or the way they let you into their world.
Personal is powerful.
But it’s the personal paired with knowledge and expertise that seals the deal. My students wouldn’t have been able to work with me unless they knew that the PBA existed. So it’s a combination of sharing your life, but also informing people about what you offer, that creates this really magical pull towards your brand.
Personal Branding Tip
Going viral, while it can certainly bring attention, does not guarantee that ‘cult following’ that people always talk about. So how do you create that? How do you build a following of people who genuinely love your page, get excited to read your posts, and share your content with their friends and family?
Treat your followers like your friends, not like strangers. Avoid placing yourself on a pedestal and talking down to people. Instead, aim for a more equal and horizontal relationship with your online community. Share updates about your life and, if it feels appropriate, find ways to relate it back to your business or main message as a thought leader.
If sharing more personally doesn’t feel natural for you, that’s okay. You don’t have to ‘overshare’ in order to create connection. Small moments of vulnerability can be just as powerful.
Personal Question
Ultimately, virality only works to gain peoples’ attention. Then you have to keep them there. So, what can you offer that will make them want to say? How can you weave more of the personal into your content strategy?
When you're ready, here are two ways I can help you build your Personal Brand:
Personal Brand Accelerator: Join the waitlist for our next round in January, 2024 to learn how to build your brand, tell your story, and post with confidence online.
Full Service Personal Brand Development: Best for executives or established business owners. Whether you want to break into a new field, start sharing your experiences, or grow your existing business, having a strong Personal Brand will give you the capacity to attain the professional heights you aspire to reach.
