Introduction
Virality is intoxicating.
The notifications. The sudden influx of followers. The feeling that maybe, finally, you’ve cracked the code.
But here’s what most people don’t say out loud: viral content rarely converts.
Yes, it can build awareness. But awareness without a clear structure behind it is just noise—vanishing as fast as it arrived.
If you’re serious about building income through social media, you don’t need to be viral. You need to be intentional.
This post is about designing a social media strategy that attracts the right people, builds trust, and moves them toward a transaction—without requiring you to win the algorithm lottery.
What Virality Actually Buys You (And What It Doesn’t)
Let’s be clear: there is nothing inherently wrong with viral posts. They can help you:
ncrease reach quickly
Collect social proof
Build platform authority (temporarily)
But here’s what virality doesn’t guarantee:
Qualified leads
Revenue
Retention
Trust
Chasing it as your primary strategy is like building a house on rented land. It looks impressive for a minute. But it rarely lasts.
The Difference Between Reach and Revenue
Think of social media in two layers:
Reach Content
Designed to be discoverable and shareable. It attracts new eyes.
Revenue Content
Designed to educate, nurture, and convert. It builds trust with the people most likely to pay you.
Most creators over-index on reach. They spend 90% of their energy making content for strangers and almost none for the audience that’s already paying attention.
If you want income, you need both layers. But you need to weight them differently.
Step 1: Define the Goal Beyond Followers
More followers is not the goal.
More aligned prospects, buyers, and opportunities are.
Before you build your content plan, answer this:
What specific action do I want someone to take after they find me?
Examples:
Join my email list
Buy a low-ticket product
Apply for my service or program
Book a discovery call
Subscribe to my YouTube channel
Your answer shapes everything that follows.
Step 2: Create Core Content Pillars That Reflect What You Sell
If you post about everything, you’re known for nothing.
Select 3–5 core pillars that connect directly to your offers and expertise.
Example for a business coach:
Mindset for sustainable growth
Simple marketing frameworks
Offer design and pricing
Time management for solo founders
Example for a wellness creator:
Meal planning for busy professionals
Gentle movement routines
Sleep and recovery education
Burnout prevention tips
Every post should map to one of these pillars, so your audience knows exactly what you stand for—and how you can help them.
Step 3: Build a Trust Funnel, Not Just a Content Schedule
A trust funnel is the invisible sequence that moves someone from first contact to conversion.
It might look like this:
Discovery: Short-form reels, TikToks, or viral graphics
Connection: Deeper carousel posts, personal stories, educational videos
Invitation: A clear call to join your email list, download a guide, or DM you
Conversion: A nurture sequence, a webinar, or a direct offer
Without this funnel, reach stays superficial.
Ask yourself:
Where does someone go after they engage with me?
How do they learn more?
How do they get on my list?
How do I invite them to buy?
If you can’t answer, your strategy has gaps.
Step 4: Use Format Intentionally
Every format has a role:
Short-form video: Discovery and awareness
Carousels: Education and authority building
Single-image posts: Relatable content, reminders, positioning
Stories: Behind the scenes, personal connection, urgency
Lives: Community building and direct sales
Instead of trying to do everything daily, assign formats to specific objectives.
That’s how you simplify.
Step 5: Track Metrics That Actually Matter
Most people obsess over views, likes, and follows. Those are vanity metrics.
Instead, track:
Saves (signals value)
Shares (signals resonance)
DM conversations (signals interest)
Email opt-ins (signals commitment)
Clicks to sales pages (signals readiness)
Revenue (signals results)
When you measure what matters, you can optimize for income—not just attention.
Step 6: Create Evergreen Content Assets
You don’t need to reinvent your content weekly.
Design “evergreen” posts that you can reuse and repost over time:
Top FAQs about your product or service
A signature framework or approach
A values statement about how you work
A guide to get started with your niche
A myth-busting post that positions you as an expert
Most new followers never saw your older content. Repetition is strategic, not lazy.
Step 7: Reduce Reliance on Algorithms
Remember: social media is rented space.
The safest strategy is to use it as an entry point, not a container for your entire business.
Your email list is the only channel you own. Every content plan should include regular invitations to join it.
Examples:
Lead magnets
Waitlists for products or services
Exclusive newsletters
First-access offers
If your entire revenue plan depends on staying viral, you don’t have a revenue plan.
Final Thought
Chasing virality is like gambling. Sometimes you win. Most of the time you burn out.
A smarter approach is to build a strategy that attracts the right people consistently—even if it never goes viral.
Prioritize trust over trend. Clarity over quantity. Depth over noise.
That’s how you turn social media from a distraction into an asset—and turn attention into income.
— Sloane MacRae
