Chasing virality often attracts the wrong audience and leads to short-lived fame, says LinkedIn Top Voice Resshmi Nair. Instead, brands must focus on building relationships, consistency, and measuring the right metrics, she says. "Virality might get you attention, but it’s authenticity and consistent storytelling that keeps people coming back," Nair adds. Is viral content always relevant? Share your thoughts in the comments section.
Marketing Lead| Digital Marketing and Branding Expert for Startups| LinkedIn Top Voice ‘24| BusinessWorld 30u30(2023)| JLPT (N5)
Virality Isn’t the Goal—It’s the Distraction. Most marketers' dream? A viral hit. Every marketer’s reality? Virality isn’t always the win it seems. Here’s why chasing virality can backfire and what really matters—with a desi twist: The Wrong Crowd Virality often attracts the masses, not your target audience. Take Fevikwik’s quirky ads—they stick (pun intended) with their audience by focusing on everyday utility, not broad gimmicks. Contrast this with some fleeting viral campaigns that win views but miss the mark with conversions. Short-Lived Fame Remember Rasna’s iconic tagline? It’s been etched in memory for decades. Compare this to one-hit-wonder campaigns that fizzle out in a few days, leaving no lasting legacy. Virality fades; recall lasts. Unrealistic Expectations Virality often creates an unsustainable bar. Durex India’s clever wordplay keeps its audience coming back consistently, focusing on timely wit instead of one big viral moment. Brands that chase trends risk losing sight of their core values. What’s the Play Instead? Build relationships, not just reach. Paperboat thrives on nostalgia, connecting emotionally with its core audience. Aim for consistency, not fireworks. Parle-G stays relevant by evolving without compromising its legacy. Measure the right metrics: Conversions, loyalty, and long-term trust over fleeting likes and shares. The lesson? Virality might get you attention, but it’s authenticity and consistent storytelling that keeps people coming back. Do you think virality is worth chasing, or should brands focus on deeper connections? #authenticityovervirality LinkedIn News India LinkedIn Guide to Creating
Being original is the game changer. Viral is just a short spike. Alpha never seek viral. They work for authenticity, loyalty, humble. That sort of consistency beats viral in the long run. Become a trend setter. Not a hopper. ♾️ LinkedIn News India Resshmi Nair
Great perspective
Interesting
Rightly said. The majority of people and organizations rely heavily on digital medium to reach out. Digital platform do help in wider reach and get the attractions. However, the real work begins post that. Are we able to retain on What we got is the ⁉️ If it's a one off a kind transaction , then ok, but, what about if it's a business that has to cater it's customers for a longer duration and expect repeat customers or business. The organizational culture and ethics still plays a big role here. Have a ecosystem and people who can serve their each customer with passion and integrity. Short term planning and delivery will results in short time existence.
Virality can be beneficial for a company who has a broad audience like Zomato, Netflix etc The specific audience has to make it in different waym
If virality attracts the wrong audience, does that mean slow growth always attracts the right one? 🤔 Or are we just romanticizing the struggle?
Thanks for sharing
Interesting
Great perspective
Sales Executive at Bajaj Electricals Ltd
1moI agree