Is brand strategy dying in the age of virality?

Brand strategy vs virality

Brand strategy has always been about building long-term recognition, trust, and consistency. But in today’s digital world, where trends change in an instant and short-form content dominates, some marketers question whether long-term strategy is still relevant.

Is brand strategy dying? No. But it is evolving.

Instead of abandoning structured brand-building, successful brands are learning how to integrate trends and virality within a solid strategy—balancing short-term engagement with long-term value.

Why brands feel pressured to chase virality

The rise of TikTok, Reels, and short-form content has created a fast-paced digital landscape where brands feel they must constantly adapt to stay relevant.

Several factors contribute to this pressure:

• The algorithm-driven race for attention – platforms reward viral content, making it harder for slower, more deliberate brand-building to gain traction.

• The fear of being forgotten – brands that remain static risk losing engagement to competitors who stay culturally relevant.

• Changing audience expectations – younger consumers, particularly Gen Z, expect brands to be dynamic, interactive, and part of cultural conversations.

However, while adapting to trends can drive short-term engagement, a reactive approach without a strategy can dilute a brand’s core identity.

The risks of chasing every trend

Jumping on every viral moment without a clear strategy can harm a brand’s reputation. Research shows that:

• Misalignment with core values – engaging with trends that do not align with a brand’s mission can confuse audiences and weaken brand identity.

• Reputation damage – failed attempts at trendjacking can lead to backlash, as seen with brands like Pepsi and Balenciaga, which faced public criticism for misjudged campaigns.

• Authenticity perception – brands that hop on trends without a clear connection to their identity often appear inauthentic, which erodes trust.

• Short-lived impact – viral content has a short lifecycle, meaning a brand’s message can be quickly forgotten without a deeper strategy to support it.

According to Sprout Social, a third of consumers find it embarrassing when brands force themselves into viral conversations. Instead of chasing trends blindly, brands must filter trends through the lens of their identity and audience expectations.

How can brands engage with trends while staying strategic?

Engage selectively and authentically

Not every trend is worth engaging with. Before jumping in, brands should ask:

• Does this trend align with our brand’s personality and values?

• Does it resonate with our core audience?

• Can we add something unique to the conversation

Duolingo

Duolingo has mastered the art of engaging with trends without losing its brand identity. By leaning into humor and gamification, their social media team embraces viral moments in a way that aligns with their brand’s fun, educational tone.

In contrast, Chanel and Rolex avoid social media trends entirely because their value comes from exclusivity and timeless luxury. For them, chasing trends would weaken their brand positioning.

Use trends to reinforce brand identity, not replace it

Smart brands use trends as an extension of their existing brand voice, rather than shifting their messaging to fit every viral moment.

Spotify Wrapped is an annual viral moment—but it is deeply tied to the brand’s identity as a music discovery platform. Instead of chasing short-lived trends, Spotify has created its own viral tradition, reinforcing its brand positioning year after year.

Brands that win long-term understand that trends should enhance their brand, not dictate it.

Consider audience reactions by demographic

Different generations react to viral trends in distinct ways.

• Gen Z (18-29) – prefers brands that are playful, interactive, and authentic in trend participation. Overly corporate trend-hopping can feel forced.

• Millennials (30-49) – engage with trends that provide value, such as educational or purpose-driven content.

• Older audiences (50+) – tend to prefer classic brand storytelling and can be skeptical of trend-driven content.

Mcdonald’s nostalgia marketing

McDonald’s successfully engaged with both Gen Z and millennials through its Grimace Birthday Meal, a campaign that blended nostalgia with trend-driven storytelling. By tapping into past branding, McDonald’s created a viral moment that felt genuine and rooted in its history.

For brands, understanding how different age groups respond to trends helps create content that resonates with the right audience.

Balance trendjacking with long-term consistency

Illustration — Camila Perez

Trends should be part of a larger content strategy, not a replacement for long-term brand building.

Patagonia’s long-term brand consistency

While many brands shift messaging to keep up with trends, Patagonia has maintained a consistent sustainability-first approach. Instead of trend-hopping, they use viral moments—such as climate protests—to reinforce their existing brand stance.

This approach builds long-term loyalty by ensuring their content remains timely but not reactive.

Measure success beyond engagement metrics

Viral moments can generate likes and shares, but brands need deeper metrics to measure real impact.

Key indicators include:

• Brand sentiment analysis – are people reacting positively to trend-driven content?

• Customer retention rates – do viral campaigns contribute to long-term loyalty?

• Conversion and ROI tracking – does engagement translate into meaningful brand growth?

Brands that only focus on surface-level engagement risk wasting resources on fleeting trends. Instead, they should measure how trend-driven content impacts customer trust and retention over time.

Brand strategy isn’t dying—it’s becoming more agile

The best brands do not abandon strategy for trends—they integrate trends within a structured, adaptable framework.

To remain competitive, brands must:

• Engage selectively with trends that align with their values.

• Use trends to reinforce brand identity, not replace it.

• Understand how different demographics react to trend-driven content.

• Balance short-term engagement with long-term brand building.

• Measure success through brand impact, not just virality.

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