In 2017, a beverage brand released what it hoped would be a viral marketing moment by aligning with the then in-trend themes of social activism, but the campaign was quickly criticised for appearing to trivialise real protest movements. The internet exploded - not in applause, but in outrage. The campaign was pulled within 24 hours. Critics slammed it for trivialising real social justice movements, and the backlash damaged both the brand and the celebrity’s reputations. It went viral, yes - but for all the wrong reasons.

This is the danger of chasing virality without awareness. Brands are sometimes at risk of becoming so focused on going viral that they lose sight of what actually builds long-term success: trust, relevance and genuine connection. In today’s ever-evolving digital landscape, viral moments are no longer the holy grail, but often a gamble. It’s why the smartest brands in 2025 are thinking beyond virality.

The flawed fantasy of viral marketing

For years, social media success was measured in likes, shares and one elusive achievement: going viral. Viral marketing once seemed like the ultimate success metric. A single post could explode overnight, catapulting a brand into the spotlight. But as platforms evolved and user expectations shifted, it’s clear that virality alone is no longer the golden ticket. As a content and social media manager, I’ve seen first-hand how sustainable growth, brand trust and meaningful engagement have taken centre stage. 

Viral moments are often short-lived, unpredictable and sometimes come with the wrong kind of attention. While visibility is important, if a viral post doesn’t align with your social media strategy or doesn’t attract your target audience, it won’t translate into long-term business results. Worse, viral content can attract low-intent engagement that bloats vanity metrics without boosting brand loyalty or conversions.

Viral posts create unrealistic expectations

Once a brand experiences a viral hit, there’s often pressure - internally and externally - to replicate that success. But viral content is largely unpredictable and usually not repeatable. Expecting every post to perform at that level sets unrealistic goals for teams and stakeholders. Instead, focus should be on long-term engagement strategies, community building and measurable outcomes tied to business objectives. 

Why consistency beats virality 

A consistent, well-planned content strategy builds a loyal audience over time. Rather than chasing short-term spikes, brands should focus on developing consistent messaging, tone of voice and brand identity across platforms. By sticking to a structured calendar, engaging with your community, and staying present even when there’s no ‘big moment,’ you earn trust. And trust is what fuels brand engagement and long-term growth.

Viral posts are a brand image risk

When a brand tries to jump on viral trends without thoughtful execution and the understanding of whether it aligns with their ethos or audience, it can backfire - publicly and permanently. Viral content, by its nature, is shared widely and scrutinised intensely. If the tone is misjudged or the messaging misses the mark, it can quickly spiral into a PR issue.

This is where social listening becomes crucial. Understanding the cultural context of a trend and how your audience might interpret your content, protects your brand reputation. 

Social listening

One of the biggest risks of chasing viral trends is missing the mark. Without social listening, brands risk sounding out of touch; or worse, offensive. Social listening tools and techniques allow you to:

• Understand what your audience is talking about

• Respond to emerging sentiments in real time

• Avoid insensitive or poorly-timed posts

• Create relevant, emotionally intelligent content

By listening first and posting second, you develop a tone that resonates, not alienates. This helps ensure your social media campaigns are driven by empathy, not just exposure.

Community > Virality

Social media algorithms are smarter than ever. Platforms like Instagram, TikTok and LinkedIn prioritise authentic engagement over sheer reach. A video with 1,000 likes but hundreds of genuine comments and shares often performs better than a post with 100,000 passive views. Brands that focus on building communities - not just audiences - see higher retention, better feedback loops, and more powerful word-of-mouth growth.

Strategy over spotlight

Going viral might feel like a win, but it’s often more illusion than impact. In 2025 and beyond, the strongest social media strategies will be rooted in consistency, audience insight, emotional intelligence, and authenticity. As social media managers, we have a responsibility to guide our brands toward long-term value - not just fleeting fame.

Kritika Naidu, Content and Social Media Lead