Close

Copyright © RebelMouse 2020

Follow Us:

Building Loyalty: One Viral Moment Isn’t Enough

The Saturation Slowdown

It may not always seem like it, but since there are only so many hours in a day — and so much explosive growth in new media — digital consumption is experiencing a bit of a slowdown.

Publisher Axios (powered by RebelMouse) said the saturated market means that "all of the players in the ecosystem will have to work harder to produce better content and experiences to maintain our attention, whether that be via digital ads, social personalization, algorithms, videos or articles."

And it's true. We now live in an ecosystem where one viral moment isn't enough to gain meaningful awareness for your brand or media company. It takes many shining moments that nurture your followers into a loyal partnership with your content.


Your readers will find you on social. But it's their experience with your content within the feeds that should prompt them to want to learn more about who you are as a publisher. To gain loyalty, that experience needs to be relatable, accessible + move across platforms easily.

The idea of loyalty has made quite a lot of evolutionary growth over the past few years. What was once delivered through newspapers and television is now, of course, distributed through social. That means it's an even playing field, where everyone has a shot at the top spot.

Since any passion, hobby, or ambitious content creator can go viral at any moment, it's important to develop what happens before, after, and until the next viral hit.

Repeat Viral Reach

There are so many tombstones in the viral moments graveyard. You remember "Damn, Daniel!", but not where you first saw it. You also can't remember which livestream you were watching when April the Giraffe finally gave birth. (If you're reading this several months after publish, none of this will even make any sense.)

It's kind of crazy to think that now it's relatively easy to have a viral moment, but it's keeping your name around that's the hard part.

Viral moments are essential because they open the door to more loyal readers. An excellent example of both the perfect viral moment paired with long-lasting audience building is PAPERMag.com (powered by RebelMouse). Even though it was a while ago, you probably still remember when they broke the internet with their Kim Kardashian cover.

It was a viral moment that brought a huge amount of new eyes to their brand, and they've since done more highly successful #BreaktheInternet campaigns. PAPERMag.com has earned an even greater reputation for their covers, which are shared primarily on social. Covers featuring Miley Cyrus, Blac Chyna, and Kylie Jenner have brought repeat viral reach from both new and loyal followers.


PAPERMag rules repeat viral reach.

Think of that repeat-viral-reach life — publishers like The Dodo, The Washington Post, and BuzzFeed see it all the time. It's tough to grasp how to build a loyal audience this way, since most viral moments aren't forced and tend to happen organically. But you have to make sure your content is primed for viral success.

The Strategy

The recipe for loyal audience building through content experience is complicated, but it can be broken down into three important ingredients:

Content. No surprise here — you're going to need content to achieve that viral reach and keep people coming back. 62% of millennials believe online content builds loyalty for a brand.

If you're a brand and think content marketing isn't for you, you're behind. If you're a media company and aren't thinking of yourself as a brand, you're losing too. Everyone needs content, and that content needs to keep your readers (or buyers) returning for more. We've got some pretty strong feelings about what drives shareable content.

ProTip: Content doesn't mean just your own stuff. Practice the law of reciprocity and share content from others every day. The algorithm gods will thank you!

Dynamic. The over-saturated, attention-limited landscape is why your content has to wear many hats and travel seamlessly across many platforms. That means when you have a piece of content with the potential to go viral, not only will it need to traverse all relevant social channels quickly, but it also needs to do it via mediums like Google AMP + Apple News. Make it visible!

And not just visible, but easy. This means no intrusive ads, slow load times, or irritating imagery and messaging — even if these things are threaded into what is otherwise great content, it's disastrous.

Think of each publishing platform as a gateway to awareness for return traffic to your site. Each time a viral moment surfaces, that content will bring new awareness to your brand. It's at that point when your new followers have a chance to learn more about who you are. If they've made it to your site, then they should be met with the same ease as the social experience. Your content should be binge-worthy. This journey from viral moment to site visit is essential and has to create a snowball effect for growth.

Reputation. This part should come more naturally. If you've mastered both content + delivering that content through a quality experience, then you've established shareable storytelling, relatability, and consistency.

A Pew Research Center report from February found that 56% of readers are able to recall the source of content they've found online. And the more links people click, the more likely they are to remember the source. Which means they're more likely to visit again. That's loyalty.

Achieving a notable reputation is the final step to reaching the loyalty prize. Still, it all starts with that one viral moment. And while those moments aren't planned — and sometimes run a dime a dozen — it's your responsibility as a brand or media company to make sure they open the door to the loyalty climb.

Why RebelMouse Is the Best Content Marketing Platform

RebelMouse is a unique platform and company. The company was founded on the vision that media companies would need an always-modern solution to thrive in the new connected internet, and that brands would have to behave like new media companies and use the same platforms.

Keep reading...

Why Premium Creative Agencies and CTOs Choose to Develop on RebelMouse vs. WordPress and Drupal

The Intersection of Design and Development: Where Your Clients Thrive

We started RebelMouse seven years ago knowing that there was a fundamental design flaw in the world of traditional CMSs: Every instance, on every platform, had to be updated independently. It's similar to an era when users had to manage their own Microsoft Exchange Server for email. The costs of managing, maintaining, and iterating on a CMS to keep it awesome and world class is typically a $10 million-a-year endeavor. But even then, these cost-prohibitive CMSs are still behind the times.

Keep reading...

Native Multivariate Testing at Scale With RebelMouse

What Differentiates Our Approach

There are many popular tools that allow you to perform experiments and A/B tests on your users — primarily Google Chrome Experiments and Optimizely. But all of these solutions are JavaScript additions to your web page that sidestep the problem of old, outdated, and clumsy CMSs. These solutions work by calling on a third-party JavaScript library that rewrites a page after it's rendered. This approach adds extra page weight and creates strange user experiences due to having to wait for everything to load and be rewritten on the fly.

At RebelMouse, we've solved this in a very elegant way. At the core level of our platform, we can natively render different layouts and track the exact differences in performance when comparing a test to your other layouts.

Keep reading...

Modern E-Commerce: Blur the Line Between Content and Design

Create Modular + Reusable Design Patterns on RebelMouse

Content saturation is an industry-wide problem, and the e-commerce space is no exception given that it's filled with big brands, small Etsy stores, and everyone in between all fighting for similar audiences. The best way to fight this symptom is to understand your audience and provide them with what they want.

Keep reading...

Instagram-style E-commerce Features on RebelMouse

Revolutionizing E-commerce on RebelMouse

Whether you're a brand with a blog or a media company with a site, driving purchasing behavior and building an audience that uses your content to find things they love to buy is vital. We're very proud to have built out the same functionality that everyone is now used to on Instagram, with layovers on images that lead to products with attribution.

Keep reading...

Building Premium Communities and User Journeys on RebelMouse

RebelMouse is much more than just a replacement for a traditional CMS. Our platform is a tremendous community-building experience. Today's social ecosystem has given us a seemingly limitless number of premium creators who understand how to create gorgeous and relevant content that drives the growth of their own audiences. These creators and influencers are either experts in certain topics, or heavily engaged in targeted content that drives their interests. They're not only consuming the content they're passionate about, but they're contributing to the conversation, too. The new role of the editor is not just to cover the most important topics and people around their expertise, but also to invite those preferred influencers into their community and get them to participate in creating premium content.

Read our deck here...

Keep reading...

Dynamic Voting: Grow Traffic and Engagement Organically

Help your audience find its voice.

Creating quality content is no longer on marketers alone. We live in a universe of creators who are willing to not only consume content that resonates, but play a role in the creation, promotion, and conversations surrounding it.

Since the start of RebelMouse, we've been on a journey to create dynamic media that is easier for content creators to curate and amplify on social. It's why we've built an online engagement platform centered around the power of communities that thrive naturally in the digital ecosystem.

Keep reading...

How to Monetize Your Website in Today’s Publishing Environment

In order to define distributive publishing, we have to ask the following question: If you have quality content, but nobody sees it, does it even exist? The answer is no, because your content needs to be supported in a way that lets it move seamlessly across all channels, especially site, search, and social. But let's take this question a step further: If you can't monetize your content to generate the support it needs, how do you create quality content in the first place?

Keep reading...

No More Website Updates: Publish Like It’s the 2020s

These are the next-gen updates you need to stay ahead of the competition

Content creation is still the most powerful engine that propels every publisher forward. But in 2020 and beyond, quality content won't sustain a site on its own. The modern content lifecycle hinges on a number of things working together in unison — including page speed, intelligent SEO, and effective distribution, just to name a few.

However, there's one thing that can throw a wrench in the entire system, and that's platform updates. Whether you're publishing on a common CMS solution like WordPress, using a custom in-house CMS, have access to a dedicated team of developers, or any option in between, platform updates can be both costly and frustrating.

Keep reading...

RebelMouse CEO: Reimagining Diversity “Starts in the Office”

Why women, minorities, and the LGBTQ+ community will restructure workplace norms

Entering a new decade means a new opportunity to change how we approach diversity. In a joint interview alongside Leanne Pittsford of Lesbians Who Tech, RebelMouse founder and CEO Andrea Breanna said that the only way to fight patriarchal dominance is to encourage and nurture more women, minorities, and members of the LGBTQ+ community in the workplace, particularly in tech.

Over half of RebelMouse's employees are women or identify as LGBTQ. Read our full diversity and inclusion report here.

Check out the full video below.

Related Articles

Publishers No Longer Have to Submit Their Site to Google News

Google's Publisher Center creates new opportunities for audience growth

Just before the start of the next decade, Google announced an important change to its Google News offering with the launch of Google Publisher Center. The new interface merges Google News Producer and Google News Publisher into one to streamline the partnership process for publishers.

Overall, the change should make it easier for publishers to manage their Google News settings, including updating themes, directing URLs to section pages, and configuring user permissions. Read the full list of features here.

Keep reading...

How to Find Work-Life Balance as a Remote Employee

Tips from our CEO on making the most of an office-free lifestyle

Working from home is becoming increasingly popular, with an estimated 66% of companies now allowing remote work and 16% operating completely office-free. RebelMouse is one of those fully remote companies, and over the years we've mastered how to stay close to each other despite being spread across more than a dozen countries. We believe working remotely is good for both our personal lives and our productivity. Read more about this here.

Still, working free from the shackles of an office environment doesn't mean every day is a dance party in your pajamas from 9 to 5. Working from home comes with its own set of challenges just like any other job.

Keep reading...
Subscribe to Our Newsletter