Every brand dreams of that one post, the reel or TikTok that blows up overnight. But here’s the truth: virality rarely builds long-term brand equity. It’s a spike, not a strategy.
A viral post might earn you a short burst of attention, maybe even thousands of new followers, but that doesn’t mean they’ll become customers. Viral moments often attract people outside your target market or location. They bring noise, not necessarily value. In the long run, engagement matters far more than follower count.
Consistency builds the foundation of strong, sustainable brands. It drives trust, discoverability, and legitimacy, three pillars of long-term ROI in social media.
- Trust: Regular posting signals to customers that your business is active, reliable, and open for engagement.
- Discoverability: Every post adds another data point for algorithms and search. If someone searches your brand, you want to fill up the whole search results page with your brand any way you can.
- Legitimacy: A quiet or outdated profile can raise red flags. Social media acts like a landing page, a first impression for potential customers. An active, thoughtfully maintained account communicates professionalism and credibility instantly.
Staying consistent is tough. But with a plan, it’s achievable. Start with one platform, create a content calendar and blend ongoing, reliable topics (like FAQs, product spotlights, or testimonials) with time-sensitive posts (like seasonal moments or behind-the-scenes campaigns).
So, the next time you feel pressure to “go viral,” remember: Slow growth is still growth, Consistency compounds, Authenticity converts.
In social media, as in business, the brands that win aren’t the ones that go viral once. They’re the ones that show up, every week, every season, every year.
Check out our recent podcast episode of The Field Guide, where we unpack more broadly what it really takes to run a successful social media account for your business in 2025.