Here’s the big breakthrough I’ve learned with socials…
You have to understand the role of viral content and balance that with community-building pieces. Without the balance of both, you can’t sell anything, and that’s what most people miss.
There are a ton of accounts with huge followings that can’t sell sh*t because they don’t have a community.
I just went through this myself. My content was performing well on paper—good engagement, decent views—but I wasn’t bringing in the people I actually wanted to work with. I got some really constructive feedback from clients that made me realize: I was missing the balance.
Viral content is important, but its importance is just one piece of a larger puzzle. And most people either chase virality without strategy, or they focus on community building without growth. Both approaches fail.
Think of Content Like a Long Street
Here’s the analogy that changed how I think about content strategy:
Your content is like a bus driving down a long street.
Viral content gets people out of their houses – it makes them stop what they’re doing and pay attention to your bus passing by. It’s discovery. It’s awareness. It gets eyeballs.
Inner circle content brings people ON your bus – it makes them want to come along for the ride. It’s community building. It’s connection. It’s where the magic happens.
The people that get on your bus are the most important people because they want to go where you’re going. They’re bought into your journey, your values, and your destination.
But here’s what most people mess up: They don’t understand this strategy. So they can’t bring people out of their house, let alone along for the ride.
Why Most Content Strategies Fail
Scenario 1: All Viral, No Community.
You’re constantly driving by with flashy content that gets attention, but nobody ever gets on the bus. People see you pass by, maybe they wave, but they keep walking. You get views but no conversions.
Scenario 2: All Community, No Discovery
You’re creating amazing content for the people already on your bus, but nobody new even knows you exist. Your bus is cozy but empty, and you’re not picking up new passengers.
Scenario 3: Random Content with No Strategy
You’re driving erratically, sometimes flashy, sometimes not, with no clear route. People don’t know what to expect, so they don’t pay attention and definitely don’t get on.
The Balance That Works
Here’s what I’ve realized (and what I teach in my masterclass and monthly cohorts):
You need viral content to grow your audience – to get people out of their houses and paying attention to your bus. This is your outer circle content.
You need community content to build relationships – to get the right people on your bus and keep them there. This is your inner circle content.
And you need both working together strategically – because viral content without community building is just noise, and community content without growth is just an echo chamber.
Outer Circle Content: Getting People Out of Their Houses
This is content designed to get discovered by people who don’t know you exist yet. It’s your viral content, your awareness content, your “stop the scroll” content.
What it looks like:
- Breaking news in your industry with your take
- Educational content that solves universal problems
- Controversial takes that get people talking
- “Did you know” content that makes people stop scrolling
- Trend commentary with your unique angle
The job it does: Gets new eyeballs on your content. Introduces your brand to strangers. Creates that initial “who is this person?” moment.
Why it matters: Without this, you’re only ever talking to the same people. You can’t grow. You can’t reach new potential clients or customers.
Examples from my work:
- My Dior close friends post that hit 250K in 24 hours – that’s outer circle content
- Industry insights that get shared because they’re interesting to everyone
- Breaking news that positions me as the go-to source
Inner Circle Content: Getting People On Your Bus
This is content for people who already know you, already follow you, and already give a sh*t about your brand story. It’s community-building content.
What it looks like:
- Behind-the-scenes of your process or life
- Personal stories and milestones
- Brand values and mission content
- Day-in-the-life content that shows your personality
- Content that deepens relationships with existing followers
This builds trust and connection with people who are already interested. Moves people from casual followers to engaged community members.
This is where conversions happen. People buy from people they know, like, and trust. This content builds that foundation.
Examples from my work:
- Birthday swipe-through (30 lessons at 30) that let people into my personal life
- White board content that’s more value-focused
- Case studies more relevant to business owners
The Strategic Balance
Here’s how I actually implement this:
Morning post: Often outer circle content (cast the wide net)
Afternoon post: Inner circle content (build community)
Evening post: Could be either, depending on what happened that day
The key: You can’t do all outer circle or all inner circle back-to-back. You need the rhythm.
How to Know What You Need More Of
Signs you need more outer circle content:
- Your follower growth has stalled
- You’re getting good engagement, but only from the same people
- You feel like you’re talking to an echo chamber
- Your reach isn’t growing
Signs you need more inner circle content:
- You’re getting lots of views but no conversions
- People follow you but don’t engage deeply
- You don’t feel connected to your audience
- Your DMs are quiet
Signs you need both:
- You’re posting randomly without strategy
- Some posts do well, others flop, and you don’t know why
- You feel like you’re working hard but not seeing business results
Your Next Steps
- Audit your last 20 posts: How many were outer circle vs. inner circle?
- Identify your gaps: Are you missing one or the other?
- Plan the balance: Map out a week of content with both types
- Track what happens: Notice how different content serves different purposes
Remember: Viral content gets people out of their houses. Inner circle content gets them on your bus. You need both to build anything that lasts.
If you want to learn my complete approach to Social Media, access my Social Media Masterclass here OR Sign up for my monthly social media cohort (DM me).
xx,
Camille