Somewhere along the way, we’ve confused virality with value.
In today’s social media landscape, many marketers have reduced strategy to spectacle—chasing likes, shares, and shallow engagement through humor, trends, and short-form entertainment. And while these tactics might generate temporary buzz, they rarely translate into brand loyalty or conversions.
As someone who’s been in this space since the beginning, I’ve watched the industry evolve from a novel tool into a critical pillar of communication strategy. I founded Viawerk in the early 2000s, one of Ohio’s first social media agencies. We built campaigns not just for companies, but for A-list country and contemporary Christian artists, blending storytelling with strategy to move audiences emotionally and behaviorally.
The rise of social-first creative has made us forget a hard truth: not all engagement is equal.
Clever Doesn’t Always Convert
It’s tempting to think that a viral TikTok or a clever Instagram Reel with thousands of views represents the pinnacle of marketing success. However, being memorable for a moment isn’t the same as building a brand that people trust, return to, and advocate for, or as becoming a brand, that people turn to first when they need the products or services you offer.
Inexperienced marketers often mistake entertainment for persuasion. They assume that if something is funny, catchy, or creative, it will naturally attract customers. But what happens after the laughter stops? What happens when the scrolling ceases?
True brand loyalty—measurable, monetizable loyalty—doesn’t come from punchlines. It comes from purpose.
The Missing Piece: Strategic Intent
Too often, content is created in reverse: a video is made first, then retrofitted to match the brand. There’s no clear value proposition. No real reason for the viewer to care, let alone convert.
The foundational principles of marketing—trust, transparency, and value—often get lost in the frenzy of trending audio and influencer mimicry. However, if we aim to do more than just make noise, we must return to the basics.
That means first building a brand engagement strategy—one rooted in who you are, who you serve, and what makes you different—and only then adapting that story to fit the nuances of each platform.
Entertain, Yes—But Educate, Persuade, and Convert
Social media can and should be entertaining. But entertainment is only one gear in the machine. Without a strategy, it becomes fluff. Without persuasion, it becomes white noise. Without conversion, it becomes a waste of resources.
Content must be layered—engaging enough to stop the scroll, but insightful enough to build credibility. Persuasive enough to influence behavior. Strategic enough to deliver ROI.
It’s Time for a Smarter Approach
The brands that will win long-term are the ones who treat social media not as a playground, but as a powerful communication tool—an extension of their brand promise, not a distraction from it.
If your team is posting just to keep up with the algorithm, or chasing trends with no compass for conversion, it’s time to realign.
Let’s build something that lasts longer than 30 seconds.
Ready to create social media strategies that drive real results?
I help organizations develop innovative, strategic, brand-first approaches to social that convert casual viewers into loyal customers. Let’s talk. Contact me today.