The allure of virality is undeniable. One moment, your brand is just another player in the market; the next, your content is racking up millions of views, likes, and shares. For many businesses, achieving viral status appears to be the pinnacle of success. But as quickly as a viral moment catapults a brand into the spotlight, that attention can fade just as fast. The reality is that virality alone is not a sustainable business strategy. Nowadays, brands need to shift their focus from fleeting moments of Internet fame to long-term brand building. Engagement, trust, and consistency are far more valuable than short-lived virality. In this article, let’s explore brand building in the post-viral era, why relying on viral content is a flawed strategy, and what businesses should prioritize instead.
Table of Contents
The Problem with Virality
Virality looks great on paper. However, there are some inherent problems with this phenomenon you might want to avoid when brand-building in the post-viral era:
1. It’s Unpredictable and Unsustainable
Going viral is largely a matter of luck. While content creators and marketers can employ best practices to increase their chances, no formula guarantees that a post will go viral online. What resonates with audiences one day might fall flat the next. Moreover, not every brand has an equal chance of virality. If you’re marketing a mobile app, your chances of virality really depend on the kind of app you’re developing and its user base.
Even if a brand does strike viral gold, sustaining that momentum is nearly impossible. The internet’s attention span is notoriously short, and today’s trending topic is tomorrow’s forgotten meme. Businesses that rely heavily on viral content often struggle to replicate their initial success, leaving them scrambling for the next big hit.
2. It Doesn’t Always Attract the Right Audience
Virality often prioritizes spectacle over substance. A post might garner millions of views, but are those viewers genuinely interested in the brand? Will they really download your app, or are they just entertained for a few seconds? If virality brings in a massive but unengaged audience, it does little to contribute to long-term growth.
Consider brands that have gone viral for unexpected reasons—perhaps an employee’s quirky dance moves or an amusing product mishap. While the surge in visibility can be exciting, if it doesn’t align with the brand’s core identity, it won’t translate into lasting customer relationships or increased revenue.
3. It Can Damage Brand Perception
Not all virality is good virality. Many brands have found themselves in the spotlight for the wrong reasons—offensive campaigns, tone-deaf messaging, or controversial stances. A poorly received viral moment can lead to backlash, boycotts, and lasting reputational damage.
Even when a viral moment is positive, it can pigeonhole a brand into a single identity. Suppose a brand becomes famous for a one-off viral post. In that case, it may struggle to shift consumer perception beyond that moment, making it harder to be taken seriously in other aspects of business.
What to Focus on Instead
When building a brand in the post-viral era, it’s essential to carefully consider your target audience and marketing goals to select a strategy that aligns with your objectives. For instance, many companies debate the benefits of social media vs traditional advertising, finding it hard to choose what to invest in. The most successful brands don’t choose one over the other; they integrate both into a balanced marketing strategy. Social media provides agility and audience interaction, while traditional advertising reinforces brand authority and long-term recognition. By leveraging the strengths of each, businesses create a more resilient and adaptable marketing approach.
Authenticity and Consistency
Instead of chasing virality, brands should focus on authenticity, developing a clear, consistent identity that resonates with their target audience. A strong brand voice, compelling storytelling, and genuine engagement foster trust and loyalty over time. Consistency also helps create long-term recognition. When consumers see a brand delivering quality content, products, and messaging over an extended period, they are more likely to develop a lasting connection with it.
Community Engagement, Quality Service, and Loyalty
A viral post might get millions of views, but a dedicated community will keep a brand thriving. Businesses should invest in nurturing their existing customer base by creating meaningful interactions, responding to feedback, and providing value beyond the sale.
Let’s say you have a food delivery app. Even if you have the best marketing in the world, the service you offer will still play a much larger role in customer retention and referrals. Consumers remember how a brand made them feel far more than they remember a viral ad. A viral video might initially bring people to your app, but it’s the quality of service that keeps them loyal to the brand.
Loyal customers become brand advocates, spreading the word organically. Unlike fleeting viral fame, word-of-mouth marketing and community-driven support build a solid foundation for sustainable growth.
Quality Content Over Clickbait
Rather than creating content designed solely to go viral, brands should focus on producing high-quality, valuable content that serves their audience’s needs. Educational blog posts, insightful videos, and informative newsletters help establish credibility and keep consumers engaged over the long term.
Evergreen content—articles, guides, and videos that remain relevant over time—is far more valuable than a viral tweet or a momentary trend. Brands that consistently provide useful content become go-to sources for information, which naturally builds authority and trust.
Final Thoughts
Virality can be exhilarating, but it’s a short-lived high. Brand building in the post-viral era should focus on establishing authentic connections, delivering consistent value, and providing exceptional customer experiences that will always outlast those that chase fleeting internet fame. The new era demands a shift in perspective—one where engagement, trust, and community matter more than views, likes, and shares. Brands that play the long game will not only survive but thrive in an ever-changing digital landscape. So, instead of asking, “How can we go viral?” brands should be asking, “How can we build something that lasts?”
