Like everyone else, I just thought that going viral can change a lot of things for someone. I saw a few brands go viral overnight, & their sales have increased drastically ✨
Take, for example, Stanley. The TikTokers went crazy after the virality of Stanley & the whole TikTok was just about buying a new Stanley Mug. Isn’t it?
Have you ever come across “Tiktok Made Me Buy This” campaigns or instant sellouts from a trending hashtag❓
But now when Social Media is maturing, virality as a standalone strategy is losing its charm. Audiences are evolving, and so must the approach❗️
83% of Gen Z say they can easily spot when brands are trying too hard to go viral — which doesn't influence their purchasing behavior, but does read as cringe - Tumblr State of Community Report 👀
📌 Virality: From Glamorous to Cringe
Many marketers today focus their brief on “make it go viral.”
Brands have invested heavily in viral marketing to seize widespread attention.
A quarter of marketers even admitted that their strategy is to “jump on as many viral trends as possible.” One Marketer says “[Gen Z is] only interested in the latest trends, if it isn’t popular they aren’t interested.”
→ Yet, according to a recent survey, this obsession is fading ❌
Viral trends just don’t move the needle anymore. Once culturally significant, many Zs see viral moments as fleeting, forgettable blips that fade as fast as they emerge.
“The report also shows that there is an increasing gap between marketers and online audiences, with nearly 70% of users struggling to recall a marketing campaign that truly impressed them.”
But why❓
More than just fleeting attention, audiences now value meaningful interactions and authentic experiences
♾️ From Virality to the Infinite Loop
The concept is that consumers no longer care solely about isolated viral moments but instead seek ongoing engagement and interaction.
Meaning: a viral moment is no longer enough on its own to sway someone’s purchase decision, nor buy their long-term loyalty❗️
Brands just want to go viral by following the latest trend…
📌 And let’s be honest, when every brand tries to jump on the current trend, it irritates the viewer after a point. Like my whole feed is stuffed with ‘very demure’ & ‘very mindful’ content from different brands❗️The Micro Virality Era ✨
In 2025 and beyond, we’re shifting towards a social media approach that targets smaller, more engaged audiences. How❓
• Tapping into niches:
Niche communities will become the prime battleground for attention, with brands diving into specialised groups where passionate individuals gather around a single shared interest.
• Tandem Fandoms:
67% of Gen Z says they belong to a Fandom.
99% of marketers say they consider fandoms important. But only 62% say they currently target or engage with fandoms as part of their marketing strategy.
• Escaping the Noise:
Brands and creators will gravitate toward smaller platforms like Threads, Lemon8, LTK, and Tumblr to engage specific communities without the fierce competition of larger sites.
• Audience, not everyone:
Shifting from trying to reach the entire internet to nurturing relationships with your own audience.
📌 Refy prioritized direct customer engagement over mass reach for their summer collection launch, opting to take community members on a trip abroad, over an influencer lineup.
So, while marketers often think that their biggest win is to “go viral,” connecting with these small, niche, and passionate communities actually has the potential to make a much deeper impact, especially over time. 🕰️
The opportunity is especially great because Gen Zs welcome brands to connect through community — and are actually eager for brands to bring them closer to like-minded peers. Nearly two-thirds of Zs (62%) agreed with the statement: “Brands that align with my fandom feel like true allies.”
Thanks for reading, see you soon with more such marketing trends💗