If you think about it, a virus invades the body, takes it over for a short time and then — poof — it’s gone. The same principle applies to viral content. It can be the darling of the internet for a time, but soon enough it will drift off into the digital abyss, only occasionally looked at or shared for the nostalgia. In this sense, viral can be synonymous with ephemeral.
Content is meant to serve as an authentic connection between you and your audience, so when you produce it with the intention of going viral, you’re ultimately designing it with the intent to have a superficial, short-term relationship. This mindset inherently devalues the relationship-building aspect that is key to content marketing.
Rather, consider what kind of content will appeal to your audience over time and make them want to come back to your brand. The customer journey can sometimes be long; one piece of hyped-up, widespread content that’s quickly forgotten may not help you achieve your overall brand goals.