What If Virality Isn’t the Goal? The Case For A Sustainable Social Media Strategy

Brands all across the world want to go viral. They dream about posting content that reaches millions and makes their brand soar while watching likes, shares, and comments skyrocket. 

But here’s where we question that - what happens after that initial spike? Once you get millions of people watching your post, do they stay and contribute to the long-term success of your brand? In 2025, brands are focusing more on a long-term social media strategy that builds a loyal audience. 

One-off successes rarely translate into lasting growth. By creating content that consistently nurtures your followers, you can transform ghost scrollers into lifelong customers.

The Problem with Virality-First Thinking

The pursuit of virality is both risky and, more often than not, brings your brand’s online presence more instability than success. Brands that chase virality frequently lose sight of creating content that authentically represents them or their mission. In most cases, it’s rare to build significant relationships from a funny dance, a trending sound, or a new cooking hack. Posts that go viral rarely bring in paying customers or loyal followers unless a clear-cut and strong brand foundation is already in place.

Defining Sustainable Social Strategy

A sustainable strategy is one that:

• Builds brand memory, not just momentary hype

• Prioritizes connection over clout

• Emphasizes consistency, quality, and relatability

• Supports your business goals, not just makes you happy

Sustainable social media growth is all about the long game. You don’t want your brand to be defined by the most recent TikTok sound or the latest viral dance. You want to be remembered for your authentic messaging and steadfast commitment to your mission and values. 

The Compound Effect of Consistency

It’s a common misconception that a single, explosive moment of success is the key to building a brand, but the truth lies in the quiet, steady power of consistency. You have to consistently show up week after week, day after day, to build trust and lifelong interest in your brand. The formula to build a successful brand is repetition, and you only get there by having a consistent and clear message. 

Think of it like this:

• Repetition = Familiarity

• Familiarity = Trust

• Trust = Sales

As an example, if someone encounters ten valuable memes your brand creates, three times each, it's more impactful than seeing a single viral video just once. 

Strategy Over Spikes: What Should You Measure Instead?

To achieve long-term success, brands need to make sure they have a clear set of KPIs before evaluating their content strategy. For instance, the number of likes per post can be super appealing at first, especially when you see a large influx of people liking your recent post. However, how many of those people actually stick around for your next one? Instead, think about focusing on three key high-intent actions: saves, shares, and DM’s. These actions demonstrate a genuine interest in your brand, one that will outlive and outperform the likes of someone who merely likes your post and scrolls on to the next.  

Sustainable Content Pillars That Actually Build Brands

To create content that sticks with your audience, you need to start with a solid foundation. Focus on these content pillars that build loyalty, not just attention: 

• Community storytelling: feature real people and real proof of concept, such as testimonials, user-generated content, or stories about how your brand has impacted others

• Thought leadership: position yourself as a credible and trustworthy source by honestly and authentically sharing your experience and mission.

• Educational deep dives: don’t be afraid to dig down below the surface, share your process, perspective, and your unique point of view in a way that educates your audience

• Values-led content: this is where you build an emotional connection with your audience, talk about your beliefs, and the social pillars that your brand stands for

Think of these pillars as the building blocks to your strategy; over time, they will stack on top of each other. Each one reinforces the others, earning loyalty that lasts far longer than a viral spike.

Case Studies of Brands Playing the Long Game 

Sometimes it feels like social media is a race to go viral - we see a post explode with millions of views and think that is the only way to succeed. But what if the real secret isn’t a one-hit wonder? The most innovative strategy is one that builds slowly, day by day. Let’s take a look at a few case studies that are masters of slowly but effectively building a brand: 

• Patagonia: Patagonia rarely goes viral, but that's by design. Every post they make reinforces their mission to save the planet. They aren’t chasing trends, they’re sharing their values, beliefs, and goals - they’re building loyalty and trust with their customers. 

• Gymshark: Gymshark’s success isn’t from one viral video; they’ve spent years building an online community. They invest in their customers’ stories and celebrate their fitness wins. This focus on small moments creates a sense of community that turns followers into brand ambassadors. 

• The Washington Post TikTok: on a platform known for chaos, the Washington Post uses a consistent brand voice that never falters. They use humor and a consistent voice to explain complex news. This strategy has earned them trust with a younger audience, proving that you can be relevant without sacrificing your identity. 

When Viral Does Work, And Why

A viral-first strategy often leads to a hollow, disconnected presence - but that doesn’t mean that viral content is inherently bad. When done right, it can be a powerful tool for a brand that has a pre-existing strong foundation. The key is to see virality not as the goal itself, but as the potential outcome of a well-executed and long-term strategy. Here are a few clear-cut ways a viral post can support your brand: 

• It’s a natural result of your consistent high-quality content: it’s not something you chased, it’s something that happened organically because your audience was already engaged and trusted you.

• It points back to a cohesive story, a clear offer, or a specific call to action: a viral post about a product is useless if it doesn’t lead people to a place where they can learn more or easily purchase it. 

• You’re ready to capture the momentum with clear links, easy customer journeys, and a community prepared to welcome new people:  a viral hit can send a flood of new eyes to your brand, but if your website is clunky or your social channels are a mess, that audience will disappear just as quickly as they arrived. 

Conclusion

Some of the most successful brands in 2025 aren’t creating with the intention to be seen; they’re creating with the intention to be remembered. They understand that a community of 1,000 highly engaged, loyal followers is infinitely more valuable than a million fleeting views. So, the next time you feel the pull to chase the next big trend, take a step back and ask yourself how it could benefit or hurt your brand. Remember the long game - focus on being consistent, valuable, and true to your brand. 

Signing off, 
The Content Queens