Virality is often presented as the ultimate goal of success in digital marketing. Brands strive for rapid growth, high view counts, and alignment with current trends, believing that visibility alone brings value. However, it is increasingly evident that such an approach delivers short-term results but rarely builds long-term trust.

Authenticity implies consistency in communication and a recognizable tone when addressing business partners, clients—both potential and existing—as well as the wider public. Today’s audiences can easily recognize content created solely for algorithms, without a real message or purpose. When a brand blindly follows trends that do not align with its identity, it risks losing credibility and confusing its own target audience.

Viral content can generate a sudden surge of attention, but that attention is often neither high-quality nor long-lasting. In contrast, authentic content may not always achieve millions of views, but it builds a stable community of users who understand and trust the brand. This connection becomes crucial in a time of information and advertising overload.

Following trends is not inherently negative, but it requires selectivity. A trend only makes sense when it naturally fits a brand’s values and contributes to its story. Otherwise, it becomes a passing tactic without strategic weight.