{"id":4276327,"date":"2024-12-18T10:47:48","date_gmt":"2024-12-18T08:47:48","guid":{"rendered":"https:\/\/www.deptagency.com\/?post_type=article&p=4276327"},"modified":"2024-12-18T10:47:51","modified_gmt":"2024-12-18T08:47:51","slug":"the-cringe-cycle-of-virality-and-how-to-avoid-it","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-uki\/insight\/the-cringe-cycle-of-virality-and-how-to-avoid-it\/","title":{"rendered":"The cringe cycle of virality (and how to avoid it)"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tThe cringe cycle of virality (and how to avoid it)\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tClaire Shalbrack\t\t
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\n\t\t\t\t\t18 December 2024\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n\n\tAt DEPT\u00ae, we\u2019re a little bit obsessed with how social media continually redefines the relationship between brands and culture.<\/p>\n\tIn 2025, we see a world where traditional advertising takes a backseat, and the real drivers of culture are the people\u2014users, creators, and communities\u2014who shape trends from the ground up.

This phenomenon has been building up for years as social platforms increasingly become the epicentre of modern culture. As billions of users create, amplify, and reshape narratives in real time, the challenge isn\u2019t just keeping up. It\u2019s finding a way to stand out authentically and contribute meaningfully to the conversations that matter.

Read on to explore how brands can embrace this new reality. Or, watch the full talk \u201cDigital culture: Claiming space in trending topics\u201d from the DEPT\u00ae Trends 2025 event.\u00a0\u00a0<\/p><\/div>\n\t\n\t<\/div>\n\n
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We love our brands, but brands don\u2019t create culture. People do.<\/p><\/div>\n\n\n\tA provocative premise<\/p>\n\tHere\u2019s a fundamental truth: culture isn\u2019t something brands create\u2014it\u2019s something they join.\u00a0

Traditional advertising\u2014once a cultural force\u2014has seen its influence wane. Viewing figures for TV commercials are declining yearly, and large-scale media’s globalised, sanitised nature has made it less culturally resonant. Meanwhile, social media has empowered individuals and communities to take the lead, making platforms like TikTok, Instagram, and YouTube the true homes of cultural relevance.

Why does this matter? We could list one hundred reasons, but let\u2019s focus on one: the way people engage with culture today is deeply participatory. From viral memes to user-generated content, the trends that define our feeds are born out of creativity, collaboration, and conversation\u2014not polished ad campaigns.

For brands, this means stepping off the pedestal and embracing a more human approach. Instead of trying to dictate what\u2019s cool or relevant, the most successful brands are the ones that understand their place in the broader cultural ecosystem and adapt accordingly.<\/p><\/div>\n\t\n\t<\/div>\n\n\n\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\tMoving at the speed of swipes<\/p>\n\tOne moment, the next big internet trend is a grassroots phenomenon driven by user-generated content (UGC). The next, it\u2019s on a late-night talk show. And before you know it, brands are jumping in\u2014sometimes elevating the trend, and often unintentionally sending it straight to the cringe pile.

We\u2019ve seen this lifecycle repeat time and again. Take \u201cCorn Kid<\/a>,\u201d for example\u2014a wholesome, viral sensation that started organically and was amplified by memes, commentary, and endless creativity from social users. Eventually, mainstream media and brands<\/a> joined the fun.\u00a0

With any viral moment, not every attempt to include yourself lands, and many brands are simply too late. The sheer speed at which trends rise and fall means you have to be strategic about when\u2014and how\u2014to participate. Some succeed by amplifying a trend in ways that feel natural and aligned with their voice. Others take too long to join the fun, or do so in ways that feel forced, leaving audiences rolling their eyes.

The reality is that chasing trends isn\u2019t about keeping up for the sake of it. It\u2019s about deciding whether your participation genuinely adds value to the conversation. In a world where culture evolves at breakneck speed, thoughtful engagement beats rushed relevance every time.<\/p><\/div><\/div>\n\n\n\tThe best brands create their own universes\u2014and invite their audiences in.<\/p>\n\t\t\t\t\t\n\t\t\t\n\t<\/div>\n\n\n\tWhat sets successful brands apart<\/p>\n\tWhen it works, successful participation in a digital trend can catapult a brand into our cultural ethos. But if that participation looks like a two-week late, corporatised and over-edited Instagram caption, for example\u2026 let\u2019s just say leaving that post in \u201cdrafts\u201d might be the right thing to do.\u00a0

The brands that truly stand out in our social-driven world and have cultural relevance with longevity are those that don\u2019t<\/em> jump on every digitally native trend. They most often do something entirely different: They build their own corner of the internet, creating what we like to call \u201csocialcosms.\u201d\u00a0

What does that look like? It starts with knowing exactly who you are and staying true to it. Consider Ryanair, a brand that has turned its no-frills identity into a cheeky, relatable social presence. Their humour is consistent, self-aware, and unmistakably \u201cRyanair.\u201d When the brand participates in meme formats or trending conversations around air travel (specifically the lower-end kind), it feels natural and like it\u2019s in on the joke.\u00a0

Or take Stanley, whose cult-favourite tumbler became a social media sensation\u2014and not because of glossy campaigns, but through authentic creator partnerships. Stanley fans didn\u2019t just buy the product; they made the water bottles their own, accessorising, customising, and showcasing their collections online. By leaning into this kind of community-driven engagement, Stanley has built a cult-like following, creating loyalty and fostering enthusiasm that no one-off trend can replicate.

The common thread for these brands and others? Transparency, consistency, and letting go of rigid corporate control. Successful brands in the social and cultural realm don\u2019t try too hard. They lean into their unique strengths, trust the voice and persona their social and\/or branding teams have developed, and invite their audience to be part of the story.<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\n\t\t\t\n\t<\/div>\n\n\n\tCulture is a conversation, not a monologue<\/p>\n\tWhile there\u2019s no magic formula for hitting the big time in the cultural zeitgeist, the brands winning on social media in 2025 aren\u2019t necessarily the loudest\u2014they\u2019re the most in tune with their audience. The future isn\u2019t about jumping on every viral moment or chasing fleeting trends. It\u2019s about creating online environments and communities where your brand feels at home and aligned with its values.\u00a0

We\u2019re excited about the potential for brands to push boundaries, take risks, and build lasting communities in the years ahead. As the cultural landscape will only get faster, we\u2019re here to help your brand develop data-driven social media strategies<\/a> that combine the speed of AI with the authenticity and humanity of the people behind the screen.\u00a0\u00a0<\/p><\/div>\n\t\n\t<\/div>\n\n
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\n\t\t\tAI TRANSFORMATION\t<\/h2>

\n\t\t\tDEPT\u00ae TRENDS 2025\t<\/h3>

At DEPT\u00ae, we\u2019re all in on the positive potential of AI to transform businesses for the better. For more, download our 2025 report,\u00a0The future belongs to the impatient<\/em>, where we explore insights, predictions, and actionable insights for tackling AI in the coming year.
<\/a><\/p>\n\t\n\t\t\t\n\t\t\tdownload report\t\t<\/span>\n\t\n<\/a>\t<\/div>\n<\/div>\n\n

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