In recent times, social media has become the most viable means of reaching millions of people across the world, and this is due to the fact that almost everyone in different age groups uses a primary device and at least one social media platform daily. This is what content creators often capitalize on, and they all attempt to create the kind of content that will attract people to their pages and increase their followership, of which the numbers and traffic will eventually set them up for paid opportunities on the internet.
Ideally, social media content is supposed to first attract an audience, engage them, convert them for success, and at the same time retain customers or followers. However, not a lot of content creators possess the knowledge or skills needed to follow this cycle. Some lack patience with the process, and even those who stick to being consistent do not always see their content perform the way they envisioned it. This is where chasing virality comes in.
I believe virality was first tested out by some creators who tried different models and realized what worked best. Others began to follow suit, which in itself is not a bad thing. But the negative part is that anything now qualifies as content because everyone has become obsessed with going viral.
Recently, a Nigerian podcast featured a rapper who spoke on the gross decline of intellectual content and conversations on the internet, and he mentioned an example, which happens to be a very popular content creator named Peller. Clips of the podcast went viral, and everyone began talking about it. It became a broader discussion that lasted for over a week. That is exactly what virality is, and it's the kind to encourage in society.
On the other hand, the content creator named Peller goes viral for the opposite. All he has to do is publish silly videos, join a funny social media trend, or consistently post some degenerate content, and all of that gets him a million views easily. He doesn鈥檛 have to engage in any intellectual conversation or create great, unique content. Yet, his followers keep increasing alongside the views, which does show how we鈥檝e declined as a society.
Interestingly, many other content creators do not think this meaningless style of content is bad for their brands. Instead, they copy the model and begin to create theirs with highly offensive, alarming, or risky hooks that evoke negative emotions in the viewer or listener. Many of such content come off as intellectually lazy and unsafe for consumption, especially for young people, but unfortunately, nobody cares; virality is more important. After all, society is leaning more towards degenerate content, and what determines a creator鈥檚 worth is how their posts perform using social media advertising metrics.
I do not bother much about those kind of content creators anymore because no matter how deeply you speak on the cost of chasing virality over meaningful content, they will continue to copy any model that works for their personal gain. They would go to great lengths just to go viral, and this tells us what we now prioritize as a people. However, my resolution has been to mute and block such creators on social media whilst still ensuring that I do my best to educate others on the reasons their posts are not to be taken seriously. I would also caution any young person who consumes less impactful content or sees such creators as role models of any sort, and I think that if we all do the same, lazy and distasteful content will become the last to go viral on the internet.
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