Are you creating content for the right reasons?

Okay, that’s kind of a dire headline. But we all create content online for one reason or another. And most of the time, it’s for more business exposure, and ultimately, money.

Sometimes though, marketing is manipulative and taken too far. And that’s where the problem lies.

I just saw a creator who was talking about their ‘viral formula’ for TikTok. They walked the host through how they narrow most of their posts down to four things (a catchy hook to draw people in, points 2-3, and then wrapping it up with point 4).

On the outside, this seemed pretty harmless. A ‘famous’ creator giving tips on how they go viral time and time again.

Until they said, “I know whatever I post with this formula’s gonna get views. And I hate to say that because it sounds manipulative…”

Woah, woah woah. Stop right there.

When they say that, yeah, it DOES sound manipulative.

That’s why I can’t stand marketing that manipulates others. Creators know this. They know how to create something that will go viral, so they exploit their audience’s emotions to get more money, more clicks, more brand sponsorships, whatever.

(I’m not saying all creators do this, of course, but if they’ve been around for years and have several hundred thousand followers, they know what they’re doing.)

And to me, that feels like icky and manipulative marketing.

If you’re solely creating for views or the algorithm, then what’s the point? Then marketing feels dirty. It’s not from the heart. It’s something that you intentionally put out into the world because you know it’s going to get a reaction.

In other words, it’s acting. And that feels wrong.

When did marketing become this way? Where did the humanness go?

If you’re tired of the algorithmic gymnastics advice to go viral, here are some ways to create marketing in a way doesn’t feel slimy, salesy or cheesy.

1. Share your story.

People want to know you and why they should trust you.

So share your story of why you started your company. What’s important to you. Why your product solves a problem.

2. Give people a reason to trust you.

This can come from the way you treat people online (how you respond to comments) to how you treat your customers in person. Treat them with kindness and honesty and it will come back to you.

3. Thank your customers.

Genuinely thank them and be humble. Provide value without sounding preachy. Sara Blakely, founder of Spanx, is an amazing example of this. Follow her lead and you cannot alienate your audience - on or offline - if you tried.

4. Share with integrity.

A video with your business on fire because customers are quitting left and right because you got their order wrong, or the fight you had with your business partner might go viral.

But not for the reasons you want it to. It makes for great entertainment, but may also reflect poorly on your business.

As an early-stage founder, you want people to believe in your business. So show them things to build trust: how you pack and fulfill orders, answer a question, social proof from customer who love your product. These are the things that build trust.

Overall, just be human. People buy from people. So be the person people trust and want to buy from.

If you want to steer clear of manipulative marketing and build a business that people buy from because it’s built on trust, then schedule a call with me. I’ll help you come up with a strategy that’s unique to you and helps you stand out from your competition.