Most brands on social media incorrectly put an emphasis on virality. In doing so, they start creating content that is incongruent to their brand in order to get more reach.

This may bring in a bunch of followers and views, but it will not directly correlate to more sales. Additionally, by creating content that isn't congruent with their brand, they are confusing their target audience and the social media algorithms... which causes the brand to rely on expensive paid advertising since their organic targeting is all over the place. This also weakens their overall brand image.

INSTEAD, brands should obsess over who their target audience is (psychographics/demographics), and optimize for increasing reach to ONLY those demographics, and not trying to go viral for the sake of going viral.

Since we have a strong understanding of the target audience's psychographics and demographics, we're able to to transform attention into customers by creating content your audience ACTUALLY cares about and is psychologically proven to get people to purchase. Approaching media this way will increase your brand's revenue, lower your cost per acquisition, and build a stronger brand.