People won't remember what you did, or what you said but they will remember how you made them feel.

The quest for virality has long been considered an ultimate goal for media and marketing teams. From iconic campaigns that flood social media feeds to videos that capture the collective attention of millions, going viral could be perceived as the ultimate validation of marketing success. However, while it can undoubtedly present some short-term gains, the question arises: Is it still important for brands to go viral in today's marketing landscape?

The potential for a brand to reach millions of individuals within a short period of time is undeniably appealing. Viral campaigns can create a buzz, generate widespread brand awareness, and drive immediate engagement. In a world where attention is limited, going viral offers brands an opportunity to cut through competitor noise and capture the spotlight.

However, the search for virality poses several challenges and limitations. One of the most pressing concerns is sustainability. Viral fame is often fleeting, with the initial surge of attention quickly fading as the next viral sensation emerges. They risk becoming one-hit wonders. Sustainable growth requires a long-term strategy but will result in meaningful connections, foster brand loyalty, and consistently deliver value to consumers.?

Brands may resort to shock tactics in an attempt to capture audience attention that alienates rather than resonates with their target audience. While shock value may generate initial buzz, it can also tarnish a brand's reputation and consumer trust in the long run. Authenticity, transparency, and reliability are increasingly valued by consumers, and brands that prioritise these principles are more likely to cultivate lasting relationships with their audience.

The obsession with virality can distract brands from focusing on what truly matters: understanding their audience and meeting their needs. Instead of chasing the goal of going viral, brands should prioritise meaningful engagement and relevance to form deeper connections that extend beyond a single viral moment.

In today's media landscape, the definition of virality is also evolving. While traditional measures such as views, shares, and likes? remain as important metrics, they only tell part of the story. True virality encompasses not only reach but also resonance – the ability to strike a chord with audiences on an emotional level and ultimately lead to action. Brands that achieve this form of virality surpass fleeting trends and leave a lasting impact.

Brands could look to the niche communities and micro-influencers across social media platforms to achieve this relationship with a brand's target audience. Rather than aiming for mass appeal, brands can leverage the power of targeted engagement to connect with specific audience segments. Micro-influencers, with their smaller but highly engaged followings, offer brands an opportunity to reach niche audiences authentically and effectively. By partnering with influencers who align with their values and resonate with their target demographic, brands can create genuine connections that drive meaningful impact.

While the allure of virality remains strong, its importance in today's marketing landscape is up for debate. Going viral can yield short-term gains, sustainable success requires a more sustainable approach focused on authenticity, relevance, and meaningful engagement. Brands that prioritise building genuine connections, delivering value, and fostering trust are better positioned to thrive in the long run. In the end, it's not just about going viral – it's about making a lasting impact.

Hannah Donnelly