Why brands can’t afford to wing it on social media anymore

Social media is no longer just a platform for sharing or promotion—it has become the primary lens through which people understand identity. Every comment, post, reel, or thread adds to a larger narrative, shaping how individuals and brands are perceived over time.

This evolution has raised the stakes for brand storytelling. Strategy is no longer a luxury—it’s a non-negotiable.

In this high-attention, always-on environment, storytelling cannot be reactive. Virality, once the holy grail, is now a double-edged sword.

Chasing trends without purpose can erode brand credibility, confuse audiences, and trigger backlash. A follow-up apology post or hasty clarification rarely reverses the damage.

The pattern of trend-chasing and its pitfalls

There’s an emerging pattern on social media: brands scramble to stay relevant by hopping on every viral trend, mimicking popular content formats, and pushing out reactive campaigns. The intention is often to stay visible or build traction quickly. But what’s lost in the process is clarity, consistency, and sometimes, trust.

The 2024 Edelman Trust Barometer makes this danger explicit: 71% of consumers lose trust in brands that chase trends without clarity or consistency. Similarly, Deloitte’s 2023 Global Marketing Trends report highlights that brands with a strong narrative spine across channels see 36% higher sustained engagement and loyalty.

So, while audiences may enjoy the novelty of a trend, they invest in brands that stay true to themselves. Reputation isn’t built on visibility alone; it’s shaped by what a brand reinforces—deliberately and consistently—over time. If someone speaks about content five times and cricket once, they’ll be remembered for content. The same rule applies to brands.

Strategy-led storytelling is imperative

The difference between being noticed and being remembered lies in how well a brand tells—and repeats—its story. In a space where algorithms reward novelty and users scroll endlessly, long-term narrative-building becomes the only anchor.

People will remember the story you told repeatedly, the values you stood by consistently, and the strategy that shaped every piece of communication—not the fleeting trend you jumped on last week. This underlines the core tension brands face: short-term attention versus long-term value.

This conflict was evident in Zomato’s 10-minute delivery announcement. Meant to signal innovation, it drew public backlash for appearing to prioritise speed over worker safety. The issue wasn’t just the message; it was the disconnect from the brand’s existing tone and values. Audiences, especially those spending 8–10 hours online daily, spot those inconsistencies instantly.

In today’s hyper-visual culture, scrutiny is structural, not personal. Any lapse in tone or positioning can ignite widespread criticism. Tanishq’s Diwali campaign is another cautionary tale. Designed to promote harmony, it was instead seen as tone-deaf by some, and the brand had to pull the ad. The lesson: in an emotionally charged and culturally nuanced market like India, context is everything.

Getting the tone right from the outset is not optional—it’s essential. And that requires time, testing, and above all, intention.

Test content like you’d test a product

A significant gap in many content workflows is the lack of pre-launch testing. Brands invest time, money, and resources to refine products based on feedback. Why should content be any different?

Even a small test group of 20–25 people from your target audience can surface tone-deaf language, unintentional bias, or a mismatch in perception. It’s a small, often overlooked step, but one that can make a significant impact. When the cost of a misstep is brand credibility, this level of due diligence becomes a strategic safeguard.

In the rush to grow social metrics, many brands forget to ask a fundamental question: are we attracting the right audience? Trend-driven content might bring temporary spikes in engagement, but if the new followers don’t connect with the brand’s values, it’s a hollow win.

The goal isn’t just to be seen—it’s to be understood and remembered by the right people. That means choosing formats and content types that are native to the brand’s tone and ethos—not just the platform’s trend cycle.

Reels, memes, or skits are fine—if they reflect your tone. Zomato’s witty tone suits its brand. That same voice would not work for a solar energy company.

India’s layered cultural fabric means that understanding the social moment is as critical as crafting the message. Misreading that moment doesn’t always mean the idea was bad—it usually means the framing lacked sensitivity.

In this context, creative risk-taking is welcome, but ignoring nuance isn’t. Cultural literacy is not a constraint—it’s a strategic lever.

Every piece of content is part of a larger conversation. Every contribution shapes how you're perceived. Which means even reactive posts—those crafted on the fly—must be filtered through the lens of brand consistency and contextual relevance.

A simple four-step framework

To help brands craft communication that truly connects and endures, the author proposes a four-part framework. The first step is to define the purpose clearly—brands must know exactly what they want their audience to take away from a piece of content. Without this internal clarity, messaging tends to become muddled and ineffective.

Secondly, it's essential to set the right expectations. In a landscape obsessed with instant impact, brands must resist the urge for quick wins. Enduring engagement comes from consistency and clarity, not one-off stunts.

Third, taking feedback seriously is vital—especially when dealing with sensitive or complex topics. Early feedback can help spot potential pitfalls and refine the delivery before it goes live.

Finally, content should align with the brand’s identity rather than simply following trends. While formats and platforms may change, the brand’s voice must remain authentic to maintain credibility and build lasting connections.

Building trust in the attention economy

In an era where likes, shares, and views are fleeting, trust is the only metric that compounds over time. Strategy-led storytelling doesn’t reject trends—it filters them through a lens of authenticity and purpose.

In today’s attention economy, the brands that will endure aren’t the ones making the most noise but the ones that speak with purpose, credibility, and confidence.

The message is clear: social media isn’t just a space for campaigns anymore—it’s a mirror that reflects a brand’s every move. And in that reflection, only strategy-driven storytelling can withstand the scrutiny.

- Aryan Anurag, co-founder, Binge Labs