Going viral seems to be the ultimate goal online, especially for brands. There are viral song edits, viral snacks, viral skincare routines—the list goes on. But these trends come and go fast—so fast, in fact, that many may have forgotten that trends like the “WhoTFDidIMarry?” micro-series, “Hawk Tuah” girl, or even “Holding Space” for the lyrics of “Defying Gravity” all happened less than a year ago. With the sheer amount of content being pumped out daily, once-impressive engagement numbers feel ordinary, using a joke after just a few weeks can feel behind the times, and what was once viral gold is now buried under the next big thing. (“Do you know you have 30 minutes?”) YPulse said years ago that viral moments were the “new” pop culture moments for young consumers. Our data showed Gen Z said that memes / viral videos on social media are the top pop culture moment their generation cares about, above award shows, sporting events, and movie releases. And they want brands to be...
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