Creating Viral Content

Your LinkedIn posts are not getting views. Know why? No one's clicking on the 'see more' button. Only one thing can fix that.. Hooks. Here's how to fix them: 1. Numbers: Specific numbers grab attention.  Instead of saying: "I gained a lot of impressions recently," Try: "I gained 500,000+ post impressions in just one week after applying Jeff Bezos’ writing rules. Or: "Over 141 'no’s' later, here’s what I learned about persistence.” 2. Show you know what you're talking about  Instead of :"I’ve worked with many clients," Try: "Working with over 200 founders taught me this: simplicity wins in video scripts.” Or: "Over 500k followers and 150+ successful clients later, here’s my framework for standing out. 3. Curiosity Triggers: Create a knowledge gap that makes readers want to learn more.  Instead of: "Does your phone listen to you?" Try: "Have you ever found yourself bombarded with ads for something you just mentioned in a conversation? I tested this for 10 days, and here’s what I found." 4. Give clear value: Show readers exactly what they’ll gain.  Instead of: "Here’s why LinkedIn matters," Try: "If you’re only using LinkedIn to find jobs, you’re missing out on $10,000 (minimum) annually. Let me explain how." 5. Unpopular/Contrarian Opinion: Challenge conventional wisdom.  Instead of: "Quality over quantity is important," Try: "We’re conditioned to believe that ‘quality > quantity’ is the right strategy, but when you’re just starting out, that’s the wrong approach." 6. Structural Hooks: Frameworks create instant engagement. Instead of: "I have some tips for you," Try: "6 mistakes that cost me $100,000—and how you can avoid them."  Or: "The 7 rules of writing that gave me 500k+ impressions in one week." 7. Keep it short: Keep hooks concise mostly under 3 lines because only that part is visible to the reader at first. 8. See other people's hooks that worked or went viral and take inspo from it. But keep in mind that your entire post must deliver value. The hook gets them to stop scrolling, but the content keeps them reading. #linkedin

Your engagement dropped. And that’s a good thing. Here’s why: Most people measure content by the wrong metrics. They chase volume, more likes, more impressions, more followers. But not velocity, the quality and direction of real opportunities. You might’ve been posting every day. Stuff that sounded good, looked good, and performed well… But it wasn’t attracting buyers. It wasn’t building trust. It was just entertaining the wrong crowd. That dopamine hit from a viral post? Feels great. But if it doesn’t move your business forward, it’s just digital junk food. So when your engagement drops after you pivot to more focused, intentional content, That’s not a signal to panic. It’s a signal that you’re filtering out the fluff. -> You're no longer trying to be liked by everyone, you're becoming respected by the right ones. -> You're building content that aligns with your offer, your voice, your values. -> You're earning trust, not attention. Conversations, not just clicks. What happens next? ✅ Fewer likes. ✅ Better DMs. ✅ Warmer leads. ✅ Actual opportunities. Because the right people don’t want fluff, they want clarity. They want confidence. They want to know you get it. So if your numbers are down but your direction is clearer, don’t hit the brakes. You're not losing reach. You're gaining relevance. Let the algorithm cool off. Let the right people lean in. Because surface-level engagement doesn’t build businesses. Clarity, consistency, and substance do. Keep going. It’s working, even if the metrics don’t show it yet.

This isn’t a post about whether dopamine culture is good or bad. (I have plenty to say on that…) However, it is about marketing because, fundamentally, marketing is about meeting your audience where they are. And, today's audience is in their dopamine-culture era. For too long, B2B companies have relied on the same old content marketing playbook: churn out whitepapers (often gated behind forms!) and blog posts, rinse and repeat. But in the world of dopamine culture, plus the rise of AI, that alone is not enough. To win at content marketing today, B2B brands need to step up their game in several key ways: ↳ Develop a Strong, Authentic POV. In a sea of generic content, having a unique, authentic perspective is more critical than ever. What does your brand stand for? What insights and opinions can you bring that no one else is? Your POV is your secret weapon. ↳ Cultivate a Consistent Brand Voice. Is your content instantly recognizable as coming from your brand? Do you have a cohesive voice, personality, and style that shines in everything you publish? If not, it's time for a refresh. A distinct brand identity fosters trust and memorability. ↳ Get Creative With Formats. Blogs and whitepapers are great, but don't stop there. Diversify with engaging formats like video, interactive tools, data visualizations, podcasts, and more. Give your audience exciting ways to learn. ↳ Optimize for Recommendation Engines. It's no longer just about ranking in search (though that's still important). You must also optimize for recommendation engines on social media, audio/video platforms, and more. How "shareable" and algorithms-friendly is your content? ↳ Leverage AI-Powered Tools. Use AI strategically to streamline your content operations, personalize content experiences, extract deeper audience insights, and experiment with new AI-generated formats. Be proactive. When I started Zen Media almost 16 years ago, content marketing was 90% content and 10% marketing. Today, it's the reverse. Before we create an article for a client, we develop their POV, have a brand voice document at the ready, and have a distribution plan in place because we know the truth: for every one person who reads the article, ten other people will read the summary on social platforms. Image Credit: Ted Gioia, The Honest Broker,

It was almost 9 PM, and I had just finished dinner. Feeling tired, I opened Instagram to relax for a bit. But as I scrolled through a few reels, I noticed something peculiar. ↳Reels with trending music had more views than others of the same quality. This got me thinking about the potential impact this "trending music" could have on a brand's growth. When a song or sound becomes trending on Instagram Reels, it seems to create a snowball effect. The more users who use the same audio, the more visibility and engagement the content receives. This momentum can be leveraged by brands and utilized as a growth hack by startups to increase their reach and engagement. For example, the song "Sunroof" by Nicky Youre and dazy was a major trending sound on Instagram Reels in 2023. To utilize its power, Sephora, a beauty retailer, posted a Reel using the "Sunroof" audio that received over 26 million views. This was 10x more views than their average Reel. The "Sunroof" Reel also drove a spike in new followers and engagement for the brand. Now, the question is: "How can you, as a brand owner or a founder, use trending music as a growth hack to grow your business?" Well, it all boils down to utilizing the "TUNE" framework effectively. ➡️ Track Trending Sounds (T) Keep an eye on the trending sounds and songs on Instagram Reels. You can find these by scrolling through the Reels feed and looking for the tiny arrow icon next to the audio name. ➡️ Use Trending Music (U) Incorporate trending music into your Instagram Reels to tap into the momentum and increase your chances of going viral. This can be especially effective for brands looking to boost their engagement and reach. ➡️ Navigate Content Themes (N) Identify the themes and trends that are currently popular on Instagram Reels and create content that resonates with these trends. This can include using trending music, hashtags, and even incorporating popular challenges into your content. ➡️ Evaluate and Adapt (E) Keep a close eye on your analytics and adjust your content strategy accordingly. If you notice a particular trending sound or theme is driving more engagement, consider incorporating more of it into your content. Today, social media platforms are a powerful distribution medium, that you can't simply ignore them. And that is why some founders and investors have already started leveraging these platforms. P.S. The question is- have you?? Let me know in the comments below!

I’ve worked with 80+ clients on LinkedIn. I’ve also shared my own journey of building a six-figure agency. During that time, I’ve learned how to balance sharing valuable content without oversharing. I call it, the 𝐁𝐚𝐥𝐚𝐧𝐜𝐞𝐝 𝐒𝐡𝐚𝐫𝐢𝐧𝐠 𝐅𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤. This framework outlines the key components to share effectively without overwhelming your audience: → Relevance: Share content that aligns with your audience's interests. → Value: Provide insights and tips that offer real benefits. → Consistency: Post regularly but avoid flooding timelines. → Authenticity: Be genuine and true to your experiences. → Engagement: Interact with your audience to build relationships. ... As well as what happens when each is missing. • Lack of relevance = "Disinterest" • No value = "Unfollow" • Overposting = "Annoyance" • Inauthenticity = "Distrust" • No engagement = "Isolation" Remember, your sharing strategy can always improve. Here’s how to do it: 1/ Relevance: Understand your audience’s needs and tailor your content accordingly. 2/ Value: Share actionable tips, insights, or stories that provide real benefits. 3/ Consistency: Create a posting schedule that keeps you visible without overwhelming your followers. 4/ Authenticity: Be honest about your experiences and show your true self. 5/ Engagement: Respond to comments and messages to build strong connections. The best content creators continuously refine their sharing strategies. Start using this framework today. And find the perfect balance in your content. Your audience will appreciate it! #linkedingrowth #Linkedinpersonalbranding

Every time someone tells me: “I want to write on LinkedIn but I don’t know how to start…” Here’s what I say: You don’t need writing skills. You need a system. Here’s the exact process I use — from idea to post — that helped me go from 1–2 likes to meaningful engagement 👇 🔹 𝟭. 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝗮 𝗧𝗿𝗶𝗴𝗴𝗲𝗿, 𝗡𝗼𝘁 𝗮 𝗧𝗼𝗽𝗶𝗰 Don't ask, “What should I write about?” Ask, “What happened recently that made me think?” Examples: A conversation with a colleague A mistake you made at work A question someone asked you 🔹 𝟮. 𝗧𝘂𝗿𝗻 𝗧𝗵𝗮𝘁 𝗧𝗿𝗶𝗴𝗴𝗲𝗿 𝗶𝗻𝘁𝗼 𝗮 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆 Your content should give, not just tell. Ask yourself: “Why would this matter to someone else?” If it doesn’t teach, inspire, or relate — it won’t land. 🔹 𝟯. 𝗦𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲 = 𝗛𝗼𝗼𝗸 → 𝗦𝘁𝗼𝗿𝘆 → 𝗟𝗲𝘀𝘀𝗼𝗻 → 𝗖𝗧𝗔 Example: Hook: I almost got rejected from a role because I gave the perfect answer. Story: Quick context, what happened. Lesson: Here’s what I learned about being too polished. CTA: Ever had a moment like this? Let’s hear it. 🔹 𝟰. 𝗪𝗿𝗶𝘁𝗲 𝗟𝗶𝗸𝗲 𝗬𝗼𝘂 𝗦𝗽𝗲𝗮𝗸 Read your post out loud. If it sounds robotic or like a textbook — rewrite. LinkedIn rewards relatable over refined. 🔹 𝟱. 𝗖𝗿𝗲𝗮𝘁𝗲 𝗮 𝗦𝘄𝗶𝗽𝗲 𝗙𝗶𝗹𝗲 I maintain a Notion doc where I drop: Questions people ask me Topics I want to explore Sentences I like from others When I’m stuck, I don’t start from scratch — I go there. LinkedIn reports that creators who post weekly gain 5x more profile views and 7x more connection requests. Translation? You don’t need to go viral. You just need to show up consistently. #LinkedInWriting #ContentCreation #PersonalBranding #WritingTips #CreatorStrategy

We grew an email list from 0 to 500K subscribers in just 10 months. If I were starting from scratch today, here's exactly how I'd do it again: 1) Nail the Lead Magnet: The fastest way to grow your email list is by offering something valuable in exchange for an email. Think of it like this: people won't give up their email for nothing. Create something they can't ignore: a discount, exclusive content, or a tool they can’t find elsewhere. For us, offering free travel guides was a game-changer. 2) Optimize for Opt-Ins Everywhere: Your website, blog, and even social media accounts should work like opt-in machines. For example: - Add pop-ups and fly outs on key pages. - Place CTAs above the fold. - Use scroll-triggered modals when visitors are engaged. We tested endlessly, and this attention to detail paid off big. 3) Tap Into Paid Growth Early: Ads get a bad rep, but when done right, they’re a growth accelerant. We launched targeted ads promoting our lead magnet and built a funnel that turned traffic into email signups. Paid campaigns helped us scale fast while testing which offers resonated with our audience. 4) Partner with the Right People: Collaborations can grow your list faster than any single effort. Whether it’s co-branded giveaways, email swaps, or shoutouts, find brands or creators that share your target audience. A well-executed partnership will unlock exponential growth. One really unique thing we did: We bought a bunch of viral social accounts and rebranded them for our business. This was huge in kickstarting massive and sustainable growth. And we fast-tracked the social proof we needed to build trust and scale quickly. 5) Focus on Quality, Not Just Quantity: A big list is meaningless without engagement. From Day 1, we focused on high-value emails to ensure subscribers opened, clicked, and stayed. Here’s a pro tip: Consistency wins. Sending emails weekly or bi-weekly keeps your list warm and engaged. 6) Build a Content Machine: Pair email growth with an organic content strategy that feeds your funnel. Blog posts, social media, and SEO aren’t just good for traffic—they create trust. The more valuable content you share, the more people will want to hear from you. 7) Leverage Cheap Marketing Channels in Ways Others Haven’t: This is going to ruffle some feathers but we absolutely dominated cold email for user acquisition. To the tune of 6 figure subscriber acquisition. No one was doing cold email for B2C the way we did it. This proved to be the most scalable yet cheapest acquisition channel we had. — To recap: - Offer something valuable for free to grow your list. - Use every channel—paid and organic—to drive opt-ins. - Build relationships with partners who already have your audience. The result? A system that scales. Your list is the one asset you fully own—start building it ASAP!

Most creators spend hours perfecting their posts. Then kill them with terrible hooks. The difference between viral and invisible? Those first two lines. Here's what separates winners from ghosts: 1 - Specificity ☒ "Here's how to grow on LinkedIn" ☑︎ "LinkedIn changed. Your strategy should too." Specificity wins every time. 2 - Engagement ☒ "AI is changing everything" ☑︎ "ChatGPT changed. Most people didn't notice." You create questions they must answer: • What changed? • What am I missing? • How can I catch up? 3 - Value Proposition ☒ "Let me share some tips" ☑︎ "I rebuilt my LinkedIn strategy from scratch. (How I went from zero to 115k+ in 494 days)" Clear transformation = Clear interest. 4 - Action-Oriented Language ☒ "You might want to try this" ☑︎ "How to make a landing page in 5 minutes. Using AI and your LinkedIn profile." Tell them exactly what they'll achieve. 5 - Relatability ☒ "Here's what I learned" ☑︎ "My AI outputs were trash for 6 months. Then I discovered these 8 prompting styles." Bad hooks die like this: 1 - Vagueness: "Have you ever thought about content strategy?" "Pretty interesting topic, right?" Zero specifics. Zero urgency. Zero clicks. 2 - Generic Questions: "Want to be successful on LinkedIn?" "Looking to grow your following?" Everyone wants success. Say something new. 3 - Clichéd Openings: "In today's fast-paced world..." "Everyone is talking about AI..." Your audience left at "today's." 4- Tentative Language: "This might work for you..." "Maybe this could help..." Confidence sells. Uncertainty repels. 5 - Missing Value: "I have a secret to share..." "You won't believe what happened..." Clickbait without payoff = Lost trust forever. Hook formulas that work: Pattern 1: Contrast Reality "Most people [common mistake]. But [tool/method] can help you [better result]." Pattern 2: Platform Shift "[Platform] has completely changed. The old tactics don't work anymore." Pattern 3: Personal Discovery "I [tested/discovered/built] [specific thing]. The results: [shocking outcome]." Pattern 4: Direct How-To "How to [achieve result] in [timeframe]. Using [specific method/tool]." Pattern 5: Transformation Story "I went from [starting point] to [end point]. Here's exactly how I did it." Bad hooks hope for attention. Good hooks command it. Your content deserves readers. Your hooks determine if you get them. Because the best hook isn't clever. It's the one that gets clicked. ♻️ Repost if bad hooks are killing good content. Follow Charlie Hills for frameworks that actually work.

Viral Content: Why brand managers must think twice before chasing internet fame As someone who has had to straddle brand management in legacy brands and a content first approach at start ups, this is STILL the uncomfortable truth about marketing in 2024. Viral content ≠ Brand Equity Ideas that are authentic, relevant and generate talkability (ART) make for great content & advertising. In fact good advertising is usually good content. However, Virality for Virality’s sake is usually like a fever, it comes & goes, making everyone giddy for a few days. A brand managers job is to help consumers remember and prefer the product when they are in the position to buy. Great, consistent content that helps educate also does that. But ask yourself this - did any of the brands that did Ganji Chudail inspire you to buy or at least come to mind because of Ganji Chudail when you thought of that category? Likely No. Did it get spoken about a lot in WhatsApp and Linkedin? Yes. Converse to that, the content from The Whole Truth Foods is both entertaining and helps build the brand. Just virality doesn’t build any associations or memory structures that help Brand Equity or Market Share. For emerging content-driven brands, calculated risks can give you legs. In fact you must focus on a content led approach that aims to be share-worthy while helping the brand. But for established players with built equity? The cost of perception might outweigh the momentary spotlight. The real question isn’t “Can we go viral?” but “Should we?”

Why Engagement ≠ Sales (And What Actually Drives Revenue) Thousands of likes. Hundreds of comments. Massive reach. Yet, ZERO SALES. Sounds familiar? Here’s the harsh truth: Engagement doesn’t pay bills. Sales do. Let’s break the myth and fix the real problem. • Vanity Metrics Won’t Grow Your Business Likes don’t mean people trust you. Shares don’t mean people will buy from you. Comments don’t mean people are ready to spend. You don’t need attention. You need action. • The Real Difference Between Engagement & Sales Engagement = Interest (They like what you say) Sales = Trust (They believe you can help them) People don’t buy because they see your content. They buy because they see themselves in your content. Make your audience feel understood, not just entertained. • Why “Going Viral” Won’t Make You Rich Most viral content is: Generic (So it appeals to everyone) Entertaining (But not valuable enough to convert) Low-Intent (People engage for fun, not to buy) Virality = more eyes Sales = more trust Stop chasing numbers. Start chasing impact. • What Actually Drives Sales? Clear Positioning – Be the go-to expert, not just another content creator. Problem-Solving Content – Show them why they need your offer, not just what you do. Guide them to take action, not just scroll past. Likes won’t change your business. Conversions will. Would you rather have 10,000 likes or 10 high-paying clients? The answer is obvious. Stop creating for engagement. Start creating for impact. P.S. The algorithm rewards engagement. Your business rewards conversion. Focus accordingly.