"But as social platforms cycle in and out of relevance, the one thing brands can rely on to carry them through those shifts is their narrative. Trends and platform popularity can feel like opportunities worth chasing. After all, many brands get massive breaks from a single viral moment. But it's still worth stepping back and asking the bigger questions: If I capture attention today, can I sustain that traction? Do I want views or do I want to build a community?"
"TikTok, on the other hand, exploded with trend-driven, creator-led content during the global pandemic. These are just a few examples of how platforms created windows of opportunity for brands to ride cultural waves or format-specific virality. As great as this may seem, these environments never guarantee permanence. As culture changes, user expectations shift. As user expectations shift, platforms update. Sometimes, it's even initiatives from the platforms that influence culture. For example, the launch of Instagram Reels pushed brands toward short-form, trend-based video content."
Social platforms rise and fall, prompting marketers to shift budgets and tactics to follow trends, which often creates team misalignment, underused resources, and ineffective campaigns. Platform features and cultural shifts—like Instagram Stories, TikTok's trend-driven creator content, and Instagram Reels—create temporary windows for virality but not permanence. Many brands gain attention from single viral moments but struggle to sustain traction without a plan. A durable following depends on a clear, cohesive, and consistent brand story rather than sporadic viral posts. Brands must decide whether the goal is short-term views or long-term community and build narratives that endure platform changes.
Read at Forbes
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