When Going Viral Goes Wrong: The Risks of Viral Videos for Brands

At SAS Digital Market, we understand that most brand dreams and content goals are to go viral in their efforts when posting but we also understand viral videos can be a double-edged sword for brands. While a viral hit can push a brand to new heights of engagement and visibility, it can also backfire impeccably if not managed properly. Let's explore some of the different circumstances where viral videos could have negative impacts on brands and also how to navigate these challenges effectively.

Misalignment with Brand Values

One of the biggest risks of viral content is when it doesn’t align with your brand’s messaging or core values. A video may gain traction because it’s humorous or even shocking, but if it contradicts what your brand stands for, it can confuse or may alienate your audience. For instance, if a brand known for promoting equality shares a video that unintentionally offends a particular group, the backlash could damage the brand's reputation.

"A viral video that strays from your brand’s core values can turn a moment of fame into a lasting stain on your reputation." - unknown

Loss of Control Over the Narrative

Once a video goes viral, it’s then no longer just in the hands of the brand—it’s out in the wild, where it can be shared, interpreted, and remixed in ways the brand didn’t intend. At SAS Digital Market, we advise our clients to be prepared, while we understand the aim, we warn our clients for the

unexpected ways in which their content may be used. When a message is taken out of context or spun into a negative light, it can result in it spiraling out of control, leading to a public relations crisis that can be difficult to manage at that point.

Negative Associations

Sometimes, it’s possible for a video to go viral for all the wrong reasons. For instance, if a brand tries to capitalize on a trending topic or meme without fully understanding its context, it might come across as off or tone deaf. This can result in negative associations with the brand, which could make it hard to shake off. It’s crucial for brands to stay authentic and ensure that any viral content not only meets the expectation of their audience but also aligns with their identity.

The Pressure to Repeat Success

Another pitfall of viral success is the pressure it places on brands to replicate that success. When attempting to force virality can lead to it coming off as inauthentic content which would feel forced and then ultimately failing to resonate with the audience. This can result in diminishing returns and even damage the brand's relationship with its audience.

Final Thought: "Virality is a powerful tool, but without alignment with your brand's core values, it can quickly become a liability."

In conclusion, while viral videos can offer exciting opportunities to reach a wide audience, they also come with significant risks. At SAS Digital Market, we help our clients navigate these risks by ensuring that their content is not only engaging but aligne with their brand values as well, strategically managed by us to avoid potential pitfalls. It’s important for brands to approach viral content with caution, ensuring that it enhances rather than detracts from their overall brand image.