The Strategy of Success on Social Media
There are more than five billion social media users—that is over 62% of the global population. Brands, influencers, and individuals alike are all competing for a moment in the spotlight. Creators go to extreme lengths for a fleeting moment of virality, only to look back and realise they no longer recognise themselves. Is all this effort worth it?
In an interview with Zachary Song, an online food blogger who has collaborated with big brands such as Nestle and Replica, we explore how and why people are successful on social media and the importance of maintaining authenticity along the way. "Go viral in your community, not globally," Song suggests. This is what allowed Song to create personal connections with his followers which leads to buy-in and success. Song stated that his engagement went up as the quality of his content improved—especially the lighting and texture of the food. "Creating a moment where people want to taste the food or use the product is what gets people enticed," he explained. This can lead to virality or success, which are not necessarily mutually exclusive.
According to The Social Intelligence Lab, virality is connected to the content's ability to create emotional responses within the viewer. They stated that there are "three emotional triggers, in particular, [which] evoke the most response: awe (25%), laughter (17%), and amusement (15%)." This leads to people sharing a piece, and therefore making it go viral.
The definition of success will be different for every person. Whether it is to make money, to network and collaborate, to aid communities, to teach or to experience the world differently. For example, Song started posting with the intention to support family-owned and POC owned restaurants. He has received grants to pursue this goal further, which could be considered a major success. If you are looking to be a social media success, ask yourself: What is my aim here? If creating connections, collaborations or followers is your aim, then it is important to stay consistent. Just like a fake handbag will not give satisfaction to a shopaholic, a fleeting moment of virality will not give long-term satisfaction to an influencer. Having an aim for the account will help with staying focused and consistent.
The second aspect of success is having self-worth and self-confidence. "Some people are scared to show themselves, but I've learned this year, especially even this month, that appreciating who I am and showing that is what the end goal is," Song admitted. In a online world of constant competition, trolls, comparison and imposter syndrome, it is the relationship that you build with yourself that will create the most lasting success online or offline.
Being yourself may sound obvious, but the New York Times wrote a post on the future of social media, stating that "Today, Instagram and Facebook feeds are full of ads and sponsored posts. TikTok and Snapchat are stuffed with videos from influencers promoting dish soaps and dating apps." What we need in the future of social media, and what will bring success, is creating authentic connections.
In a world where virality often takes center stage, Zachary Song’s advice reminds us that success on social media is more than just a moment in the spotlight. It’s about creating meaningful connections, staying true to your purpose, and finding joy in what you do. As Song has shown, long-term success isn’t about impressing everyone, but about being true to yourself and making an impact in your community. The real question isn’t whether it is worth going viral, but whether you’re creating something that fulfils you and connects you to the people who matter most to you and your journey.
