If the pandemic left us anything, it was a world of possibilities and proof that human beings are prepared to jump over any barrier.
when the lock down it became the “new normal” in most countries of the world, social networks grew by 35% and 60% of the ventures (of all sizes) turned to them. Either for the first time, or reinforcing its presence. The myth also grew, hand in hand with coaches, mentors and “new gurus”, who encouraged overexposure and cheered on the action of growing followers, as the only measurement table for success.
Result of this: burnt-out entrepreneurs and salespeople, running after every existing trend, frustrated for not going viral as promised. Or viralized, but, even so, without achieving the sales they wanted or needed. Many abandoned the game when commerce was reopened to the street, and others, in networks or in their main means of dissemination, still navigating in the waters of the long-awaited viralization.
How much is it really useful to “go viral” and have the long-awaited 15 minutes of fame? How important is it to grow followers in order to grow sales?
Let’s see it with a real example. In 2019, the super influencer and youtuber Arii, with an audience of almost three million on Instagram, signed a contract with a well-known brand to launch her own clothing line. They would start with TShirts (t-shirts), and the goal was to sell 36 units to confirm the public and launch into the great lights.
He failed to sell the modest sum, and the brand withdrew its offer to continue. Almost three million followers and no one, not one person, bought a single TShirts. Is this normal? Although it is a case study, to a large extent it demonstrates that you do not necessarily need thousands or millions of followers to have a profitable business.
I affirm this from the premise: “If you are talking to everyone, then you are not talking to anyone”.
Specifically, what will lead to success with the business in the networks is a solid strategy, in the medium and long term; a product or service that you trust and that has a differentiating added value; have the ideal client well defined and speak to him. And, of course, constantly training yourself, since we live in a technological age where we either fit in or become obsolete.
Entrepreneurship is an endurance marathon, not a sprint. It will take investment, time and effort, but the results always come when there is determination and strategy. Let’s take care of our clients, and the new interested parties will arrive alone.
* Mery Sánchez is CEO of Malva Comunicación, Speaker & Mentor @yosoymerysanchez www.cursos.malvacomunicacion.com
