Social Media Decoded: Episode Summary Episode Title: How I Built a 6-Figure Brand Without Going Viral
Host: Michelle Thames
Release Date: April 21, 2025

Introduction

In the episode titled "How I Built a 6-Figure Brand Without Going Viral," Michelle Thames delves into the often-misunderstood relationship between virality and sustainable business growth. Targeted at entrepreneurs, creators, and brands aiming to enhance their online presence, Michelle shares her journey and actionable strategies that led her to build a profitable brand without relying on viral content.

The Problem with Virality Culture

Michelle opens the discussion by addressing the allure and pitfalls of chasing viral content. She emphasizes that "Viral content often draws in random views and not people who are actually aligned with your offer," highlighting the misalignment between fleeting popularity and targeted audience engagement (01:00).

Key Points:

• Unpredictability of Virality: Virality cannot be manufactured or consistently achieved, making it an unreliable foundation for business strategy.
• Sustainability Issues: Chasing trends leads to burnout and distracts from long-term objectives.
• Statistical Insight: Referencing HubSpot, Michelle states, "According to HubSpot, only one in a thousand posts actually go viral," underscoring the rarity of virality.
• Value-Driven Content Over Virality: Businesses that focus on consistently creating value-driven content build greater audience trust and achieve higher sales over time.

Strategies to Build a 6-Figure Brand Without Going Viral

Michelle outlines three core strategies that have been instrumental in her success and those of her clients:

1. Focus on Authority, Not Popularity

Michelle asserts, "I created content that positioned me as the expert, not the entertainer. I teach, I guide, I give real solutions that build trust," emphasizing the importance of establishing authority in one's niche (02:02).

Actionable Tip:

• Create Educational, Story-Based, and Opinion-Driven Content: Rather than following trends, develop content that resonates with your target audience and showcases your expertise.

2. Consistency is Key

Michelle highlights the significance of maintaining a consistent presence: "I got consistent AF right. I didn't show up only when I felt like it. I treated my brand like a business," pointing out that consistency leads to compounded growth (02:02).

Actionable Tip:

• Adopt a Reliable Posting Schedule: Choose a posting frequency that you can maintain and make it non-negotiable to ensure steady engagement and growth.

3. Leverage Community Over Clout

Building genuine relationships is at the heart of Michelle's strategy: "People connect with people, not content," she explains, advocating for community engagement over seeking popularity (02:02).

Actionable Tip:

• Engage with New Connections Weekly: Make it a goal to connect with three new people each week through comments, direct messages, or collaborative efforts to expand your network authentically.

Final Thoughts: Building Smart, Not Viral

Wrapping up the episode, Michelle reinforces the message that "one strategy done consistently will always outperform one post that pops," advocating for clarity, consistency, and conversion-focused content over the unpredictable nature of viral hits (07:09).

Key Takeaways:

• Clarity: Understand your brand and audience deeply to create meaningful content.
• Consistency: Regular engagement builds trust and authority.
• Content that Converts: Focus on content that not only attracts views but also drives sales and fosters long-term relationships.

Michelle encourages listeners to adopt these sustainable strategies to build lasting and profitable brands, steering away from the ephemeral chase for virality.

Notable Quotes

• On Virality's Limitations:
  "Viral content often draws in random views and not people who are actually aligned with your offer."
  — Michelle Thames (01:00)

• On Building Authority:
  "I created content that positioned me as the expert, not the entertainer. I teach, I guide, I give real solutions that build trust."
  — Michelle Thames (02:02)

• On Consistency:
  "I got consistent AF right. I didn't show up only when I felt like it. I treated my brand like a business."
  — Michelle Thames (02:02)

• On Community Engagement:
  "People connect with people, not content."
  — Michelle Thames (02:02)

• On Sustainable Growth:
  "One strategy done consistently will always outperform one post that pops."
  — Michelle Thames (07:09)

Conclusion

Michelle Thames offers a refreshing perspective on brand building, steering away from the often overemphasized pursuit of viral content. By focusing on authority, consistency, and community, she provides a roadmap for entrepreneurs and business owners to achieve sustainable and profitable growth. This episode serves as a valuable resource for those looking to establish a strong, lasting presence in the digital landscape without the unpredictability of virality.

For more insights and actionable strategies, tune into Social Media Decoded with Michelle Thames each week.