Social Media Engagement Strategies: Sustainable Success through Lessons and Proven Methods
The episode delves into an academic study examining the impact of viral posts on social media engagement, based on data from Facebook and YouTube spanning 2018 to 2023. The research highlights that virality, contrary to common belief, rarely drives sustainable engagement growth and often results in short-lived spikes. Two main virality models are identified: the "loaded-type" and the "sudden-type." While the latter generates an initial surge, it fails to ensure long-term growth. The study concludes that a successful engagement strategy requires a consistent and quality-driven approach rather than relying on isolated viral moments. Advanced analytical models are also recommended to better understand long-term effects.