Chasing virality is a flawed strategy. We explain why a brief that demands “viral content” fails, and what you should focus on instead to build lasting connection and genuine reach.
“Make it go viral.”
It’s one of the most common, and most damaging requests in modern marketing. While the desire for massive reach is understandable, framing virality as the primary goal is a fundamental strategic error. Here’s why: virality is an unpredictable by-product, not a designable strategy.
A brief that starts and ends with “go viral” typically lacks clarity on the core essentials: Who is this for? What should they feel or do? What value does it provide? This vacuum leads to creative that chases algorithmic tricks and superficial trends at the expense of genuine connection, often resulting in a short-lived spike of attention with zero lasting impact for the brand.
The Problem with Chasing the Algorithm
When virality is the KPI, creativity becomes a slave to platform mechanics at the expense of brand identity. The work becomes disposable, designed for a momentary scroll-pause rather than building lasting memory or loyalty. It’s the difference between setting off a firework and building a lighthouse; one is briefly dazzling, the other provides a steady, reliable signal that guides people back.
What You Can and Should Design For
Instead of the hollow goal of “viral,” a powerful brief focuses on crafting content with inherent qualities that make widespread sharing a natural possibility. These are elements we can intentionally design and engineer:
1. Shareability
This is about utility or social capital. Are you giving the audience something they want to pass on? That could be:
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Practical Value: A genuinely useful tip, hack, or insight.
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Identity Expression: Content that allows someone to say, “This is so me,” or “This is what I believe.”
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Social Connection: Something that feels like an inside joke or a shared experience they want to discuss with friends.
2. Emotional Resonance
Does it make people feel something strongly? Joy, surprise, nostalgia, inspiration, or even righteous indignation? Emotion is the engine of sharing. We can craft narratives, humour, and visuals that target specific emotional responses aligned with the brand’s character.
3. Cultural Relevance
Is it tapping into a real conversation, community, or shared experience with authenticity (not as a tacked-on trend)? As explored in our previous piece, relevance is a requirement. Content that reflects or thoughtfully comments on the audience’s lived reality has a far greater chance of being adopted and shared within communities.
4. Consistent Engagement
This shifts the focus from a one-hit wonder to a sustainable model. Can you create a series, a character, or a format that people look forward to and return to? Building a habit is more valuable than a single burst of attention.
The New Brief: Connection Over Contagion
The paradigm needs to shift. The question is not “Will this go viral?” but “Who will want to share this, and why?”
When content is meaningful, valuable, and resonant, reach becomes a likely outcome. The algorithms themselves are designed to promote content that generates meaningful engagement, comments, saves, shares, and watch time, all signals that the content is connecting on a human level.
When content lacks these foundational qualities, no amount of optimisation, hashtags, or paid promotion can manufacture true viral success. It’s putting a megaphone to a message nobody cares about.
Focus on building a real, human connection first. The reach will follow.
Ready to brief for impact, not just impressions?
Let Soho Pixels help you build a creative strategy for genuine connection.
