Sustaining hype: How brands can maintain viral momentum

posted on Jul. 26, 2024 at 3:46 pm

Little Moons' Ross Farquhar discusses the tactics to increase the longevity of viral content on social media.

Image sourced from Freepik.com

“We want to go viral” is something we hear all too often when creating a brand campaign, and while getting in front of as many eyeballs as possible is usually deemed a good thing, it doesn’t always equate to sustainable success.

The unpredictable nature of ‘going viral’ means that simply hitting high numbers doesn’t guarantee any meaningful growth. The reality is, despite much preparation, going viral is usually the result of organic consumer behaviour rather than anything the brand manager can control, making the whole endeavour a scarily unpredictable one.

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the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.