Going viral vs. engagement—why brands should focus on creating communities around customers

In the early days of social media, going viral was the ultimate achievement—a gold star of sorts. Memes and hashtags were still evolving and virality was seen as a badge of success for brands and content creators alike. But with so many different platforms, new algorithms and younger generations leading the way, is going viral still vital? Going viral means a brand is being seen at record levels with intense engagement, and such moments are welcome when they occur. But the key for brands is to build engagement for the long term. Think about it this way: Chasing viral moments can be an element of your plan, but it can’t be “the” plan. It’s far too unpredictable. Plus, chasing virality doesn’t let consumers know what you stand for or what you’re about. Check out the latest Ad Age events and award programs Rethinking what virality is—and isn’t TikTok has changed the game entirely. In the past, you needed a sizable audience or professional production value to go viral. Now, TikTok's algorithm favors engagement over follower count, which means anyone with a creative idea and a smartphone can reach a massive audience. Going viral can provide a short-term boost, but brands can’t sustain such a strategy in the long run Take the recent trend of 1-second videos as an example. These ultra-short clips can quickly go viral and provide a much-appreciated surge. But they fall short when it comes to building a community around your brand. Why? For one, they lack the depth needed to create meaningful connections or lasting engagement. And, news flash: People are starting to find those one-second trend videos annoying. The pursuit of virality often leads brands and creators to burn themselves out hunting those moments. And even if you achieve a viral hit, it might not be enough—and repeating the same tactics won't be feasible in the long stretch. Viral content can come from unexpected sources. Just look at Hawk Tuah girl—and the countless brands that have tried to riff on her 15 minutes of fame. Tacky? Yes, absolutely. But that’s not the point. It’s proof of the fact that content can originate anywhere, around anything. New game, new players Also consider the vast variety of social platforms today, each segmented into niche communities with distinct interests and demographics. The average U.S. media user, for example, manages seven accounts. This means that what goes viral in one corner of the internet might not be noticed elsewhere. Additionally, when you take into account the diversity of platforms and their constantly changing algorithms, virality becomes a moving target. The volume of content online is overwhelming, with everyone competing for attention by filling feeds with catchy memes and videos. It's getting harder to stand out in this content overload. What can brands do Quality outweighs quantity—always has, and always will. This means that brands need more than a temporary spike to drive consistent traction with consumers. In other words, virality can get their attention, but sustained engagement keeps it. Plus, platforms favor consistency and strategic feature use, so patience is important for achieving both engagement and genuine virality. Every chance it gets, a brand must clue consumers into what it stands for. The absolute best content it can craft overlaps with what its audience cares about. If only chasing trends, brands are not providing anything of value to audiences. Ad Age Agency Report 2024 Revenue and analysis for agency companies Click here Remember, trends are just trends. Just because it’s happening in the world doesn’t give brands permission to jump on the bandwagon without self-awareness and self-auditing. Does a brand have a legitimate reason to weigh in and join the conversation, or jumps in only for self-promotion? Consumers are savvy and see through shallow actions. A brand’s focus should always be creating a community around its consumers, which is what prolonged engagement supports. This is how to generate interest, meaning users are spending their time and attention on brand content and ultimately driving key outcomes such as sales, sign-ups or downloads. Humor also plays a key role in both virality and engagement. But it’s really important to understand that humor comes in many forms and is context-sensitive. Brands need to know their place on the humor spectrum and understand when and how to use it. TikTok’s algorithm, for example, tends to highlight positive content, so having a well-defined level of positivity and humor is critical. Virality still has its place. But brands should stay focused on engagement as a central part of their strategy—interacting with comments and finding creative ways to spread the love. See all of the Global Automotive Marketing Awards winners here

Going viral vs. engagement—why brands should focus on creating communities around customers

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