Two Seagulls Walk Into A Cafe

My father loves telling jokes.

Not that many of them are good. But one thing he always told me was

“Not every joke is funny. But every joke deserves to be told.”

I think about that every now and then. What he meant by that.

I suppose he could have meant that jokes don’t have to be funny in the first place. They’re just a chance to break up a conversation and make a person feel more comfortable.

Or that even the worst puns have a place somewhere in the world and we have to accept that.

I know a couple jokes. But my real area of expertise is social media.

And there is something similar about the two, that if you’ll bear with me, I’ll explain.

Viral content is completely random in nature. If you ask anybody to create a video that is guaranteed to go viral, any self-respecting social media marketer will tell you it’s not possible. Creating content that takes on a life of its own is hard to manufacture. There’s no rulebook for how to understand an audience at the depth to see who will share the next viral trend.

Consider memes. For many years I followed quite a few pages on Facebook that would post different memes every single day. I’m talking 20-30 memes a day. All hoping to land on the next ‘big one’ that would take off and become popular. If one meme could generate 1,000 shares, then as a meme page, you’d be in the money for being able to sell your products as people began joining your page.

Businesses need to think the same way with viral content. Or my dad’s jokes.

Because not every single post that gets posted, is going to get stellar reviews. It’s the quantity of content that you produce that makes a difference. Because in quantity, there is a beautiful chance of tripping over quality.

I remember a story I was told about a pottery instructor who separated his class into two groups. One group was designated the task of making one piece of pottery, and their final grade would be determined by the skill level and intricacies of that one piece. They could make as many as they wanted, but only one could be submitted for grading.

The other half were given the task to make as many pieces as possible. And their final grade would be deduced from the amount of pottery they made.

And so, the final day came, and everybody was given their marks.

The pottery instructor noted this one interesting piece of information.

Those that had been tasked with quality had produced average work. They had spent a lot of their time in ‘theory mode’. Designing what it was they wanted to do, and then trying to turn drawing into canvas.

Those tasked with quantity however, not only produced a large amount of work, but their work improved with time. Surpassing those who had fretted over their single piece of work.

So whether you’re telling jokes, making pottery, or creating social media posts.

It’s worth mentioning that by sticking at it, day after day, and constantly creating is the secret to finding the next big laugh, the next beautiful piece of art, or the next viral piece of content.

Catch you guys on the next one.

-Sheldon

Sheldon LynnComment