Peter Vander Wall argues that viral success is no longer the path forward for creators. Building an audience now requires years of consistent work and deep relationships with followers, not quick hits on TikTok or Reels.
Organic content is no longer a get rich quick scheme. It's a long term play that requires a lot of patience and consistency. There was a day not that long ago where you could go viral on TikTok and Instagram Reels fairly regularly. But those days are mostly gone. Today, it's a game of building a wide and deep relationship with your audience. Build a brand they're proud to associate with, and if you do this, they'll stick with you and they'll be loyal customers for life.
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