We all know that it’s important for a brand to stay relevant, especially in this day and age. Not adapting to a rapidly changing world is a good way for even household names to die a slow death. That’s why companies will do anything to do so.
That includes jumping on viral trends, but not everyone’s a fan of it.
Don’t get me wrong: tapping on memes and other viral trends can work. It’s just that most of the time, brands’ efforts tend to come off as “cringe,” trying too hard to be relevant in a space that’s not exactly up its alley.
A business that opts to play this game should know that it’s holding a double-edged sword. It hits hard at the hands of a skilled wielder, but one wrong move risks hurting them just as badly as their opponent, if not more.
A Lot Can Go Wrong
It’s easy to underestimate the repercussions of a marketing campaign that flopped. At best, thousands of dollars and manhours went down the drain. At worst, the brand’s image and the company’s reputation suffer severe, if not irreparable, damage. Large brands may be able to weather the storm, but small ones may not be as fortunate.
But why do many such campaigns fail?
Viral Trends Don’t Last Long
One thing that a campaign often fails to consider is the lifespan of viral trends. While they can leave a lasting impact long after, they rarely retain attention beyond 48 hours. By that time, behavioral psychologist Dr. Marcus Rodriguez told The DigiPalms, engagement tends to drop by around 87% after 48 hours. By the third day, they get buried in the algorithm. (1)
He added that content goes viral because it’s tied to a certain moment in time. However, other experts also point out that the reasons can be unclear, adding a hint of uncertainty that makes viral marketing more or less a gamble.
Consumers Think It’s Embarrassing
A brand jumping into the viral bandwagon may as well be like watching your dad or mom trying to be hip. According to the 2025 Sprout Social Index™, a third of consumers said it’s embarrassing. The report also supports viral content’s short lifespan, with 27% believing that it would only be effective for up to 48 hours. (2)
This is where viral marketing being “cringe” comes in. The brand’s effort may come off as awkward, if not uncomfortable, to consumers, and it ends up paying dearly for the failure. Apart from the resulting backlash, competitors are likely to capitalize on the brand’s failed campaign to advance their own.
Influencers are ‘De-Influencing’
Today’s consumers aren’t stupid. Most can tell if content leans more toward pushing the brand’s product or service than educating their customer base. You also have influencers pushing back on what they deem aggressive advertising, telling their followers to avoid the hype or offering more viable alternatives.
This movement, known as “de-influencing,” favors authenticity and moral responsibility over reading off scripts written by brands. It has grown stronger in recent years, owing to issues like the rising cost of living and overconsumption. Even if a brand’s content seems interesting, it won’t matter if customers can’t afford to buy.
Campaigns Send the Wrong Message
The worst thing that can happen to a campaign is that its message is taken out of context. You’ll find no shortage of examples on the Internet, from tone-deaf content to ones so bad that they led to a costly legal battle. Sadly, it also includes content with good intentions.
Even worse is that you really can’t blame consumers for getting the wrong idea. As stated earlier, viral content is born out of the spur of the moment. Companies should’ve studied the phenomenon and the consumers more thoroughly before kicking off their campaign.
What’s a Brand To Do?
If you want the TL;DR, just avoid using viral content entirely.
Companies aren’t people (at least, not from a legal perspective). They can’t view, laugh, and share memes and other viral content the same way individuals do. A person may be behind the company’s social media account, but their reactions and sentiments to the viral trend—good or bad—aren’t genuinely theirs.
And that inauthenticity is the trap that befalls most efforts. Giving police soda doesn’t end police brutality and racial discrimination. Women definitely belong anywhere they want to belong. And no sane person congratulates someone for surviving a terrorist attack.
A viral trend’s short lifespan doesn’t make it any better. That means you have a limited time to do your market research, develop a campaign, and ensure it doesn’t go horribly wrong. A forced campaign can lead to burnout among the marketing team.
That said, if you’re bent on piggybacking on viral content, the least you can do is to choose your battles. When a trend emerges, ask yourself:
Do you understand the trend’s nature?
Is it in line with the brand’s image?
Will it help achieve long-term goals?
Will it be an option even if it doesn’t go viral?
Don’t even try getting away with a one-liner of an answer. Brands must understand what they’re about to get into or risk paying the price when their campaign flops.
More importantly, learn from other brands’ blunders. A lot of these examples are still being discussed in marketing circles today due to their impact on public sentiment. Consumers go to companies for help with products or services, not to laugh at funny memes together. Okay, maybe the last one can be a welcome bonus, but it shouldn’t take priority.
Don’t Chase Trends, Set One
Viral marketing may sound like a good idea on paper, but the consequences can be severe when it goes south. The mark of a good business doesn’t show fear of missing out. Rather, it sets one for the industry to follow.
References
1. “The Compelling Reason Most Viral Content Dies Within 48 Hours,” Source: https://thedigipalms.medium.com/the-compelling-reason-most-viral-content-dies-within-48-hours-b01dd2e535cb
2. “The Days of Trend-Chasing Are Over: New Research from Sprout Social Reveals a Third of Consumers Think Jumping on Viral Trends is “Embarrassing” for Brands,” Source: https://investors.sproutsocial.com/news/news-details/2025/The-Days-of-Trend-Chasing-Are-Over-New-Research-from-Sprout-Social-Reveals-a-Third-of-Consumers-Think-Jumping-on-Viral-Trends-is-Embarrassing-for-Brands/