Viral Without the Cringe: What 500+ Social Media Users Want from Brands Online
20.8% of social media users cringe when brands try too hard to jump on trends. Is your brand one of them?
Social media virality is a double-edged sword—get it right and your brand becomes part of the cultural conversation. Miss the mark, and you’re left watching from the sidelines, wasting time, money, and resources on content that flops while your competitors steal the spotlight. In a digital world where attention is fleeting, every second your brand isn’t resonating, it’s losing relevance.
So what’s the secret to standing out?
It all comes down to one thing: aligning what your audience wants with who your brand truly is.
Most brands turn to social listening, tracking mentions and sentiment across platforms. While it offers valuable insights, it has its limitations—it can’t ask specific questions or tap into the thoughts of quieter users. Plus, research shows that social media posts often over-represent extreme views, leaving the majority of users—the silent ones—out of the conversation.
To bridge that gap, we needed a better approach.
That’s why we conducted a survey—to go beyond surface-level data and uncover what people really think about brands online.
Panoplai surveyed 525 social media users to understand not just which brands stand out, but why. Unsurprisingly, Nike and Duolingo led the pack—but what we found wasn’t just a confirmation of their success. It was a deeper look at the specific strategies and nuances that set them apart—and the hidden pitfalls that could turn any brand from beloved to cringe.
If you want your brand to go viral without fading into digital oblivion, keep reading.
DO’S and DON’TS: How to Make Your Brand Go Viral Without the Cringe
DO: Nail Your Audience’s Platform & Preferences
Even the most engaging, high-quality content can flop if it’s posted on the wrong platform. The first step? Understand your audience—what they care about, what they enjoy, and where they spend their time online.
It’s about meeting your audience where they already are and delivering content they actually want to see.
Using Panoplai’s AI-powered tools, we didn’t just look at where Nike and Duolingo’s audiences hang out—we pinpointed the exact content styles, values, and messaging that genuinely resonates with them.
If your audience is on TikTok, don’t polish corporate ads—lean into trends and short-form entertainment. If they’re on Linkedin, focus on thought leadership and industry storytelling.
Insight: Learn where your audience hangs out and tailor your content to fit each platform’s style and expectations.
DON’T: Assume Everyone Wants the Same Content—They Don’t
In general, consumers enjoy this type of content from brands…
… though what works for Nike would not work for Duolingo, and vice versa.
Overgeneralizing your audience weakens engagement. Instead of broadcasting to everyone, the best brands speak directly to specific values and communities. Instead, ensure that your content aligns with your brand voice. Take these two for example:
Nike
Nike has long been a leader in brand storytelling, targeting athletes and socially conscious consumers with campaigns centered on empowerment, resilience, and inclusivity. But its journey hasn’t been without challenges.
The brand has seen viral successes—such as its groundbreaking Colin Kaepernick ad campaign—alongside public missteps, including backlash over endorsements and labor controversies. Marketers follow Nike closely because it exemplifies both the risks and rewards of bold, value-driven branding.
When social media users shared why they enjoyed Nike’s content, the Panoplai summary of qualitative responses stated:
Users praised Nike for inspirational storytelling, with many citing emotional resonance and the brand’s focus on empowerment.
Duolingo
In contrast, Duolingo takes a completely different approach, captivating Gen Z, casual learners, and digital natives with quirky, humorous content intended to make language learning fun.
When social media users expressed why they enjoyed Duolingo’s content, they shared:
Users love Duolingo’s quirky, meme-fueled content, describing it as fun, relatable, and perfectly timed.
Insight: If you try to speak to everyone, you’ll resonate with no one. Instead, find your brand’s voice and own it—loudly and consistently.
DO: Make Your Audience Feel Seen—Not Just Sold To
Generic content gets scrolled past. Personal, relatable content stops the scroll.
But not every brand needs to be Nike-level inspirational or Duolingo-level chaotic to win. Success comes from knowing what your audience actually wants and aligning your brand’s voice accordingly.
Ask yourself: what does my audience crave?
Examples backed by data
Insight: Figure out what your audience craves, then deliver it consistently. Position yourself as the brand they want in their feed.
DON’T: Hop on Every Trend—1 in 5 People Will Cringe
Just because a trend is viral doesn’t mean it’s right for your brand. Panoplai data shows 20.8% of users cringe when brands try too hard with trends. Forced participation can make your brand seem desperate—or worse, inauthentic.
Trends That Wouldn’t Work for These Brands
When social media users were asked how they feel when brands participate in viral trends, the responses varied:
Consumers can immediately spot when a brand is forcing itself into a trend—and it often backfires.
Insight: Trends should amplify your brand’s voice, not dilute it. If a trend feels forced, it’s better to skip it.
DO: Pick Viral Trends That Actually Fit Your Brand
On the flip side, when a trend aligns seamlessly with your brand’s values, vision and identity, it can be an absolute game-changer—regardless of your company’s size. The real power is strategically adapting trends when it makes sense, so they feel authentic, relevant, and uniquely yours.
Trends That Would Work for These Brands
Nike:
Duolingo
Before you Jump on a Trend, Ask:
Insight: The best trends aren’t copied—they’re adapted. Make the trend yours.
DON’T: Tune Out Your Audience—They’ll Tune You Out Too
Your audience is constantly giving you feedback through likes, comments, shares, silence or even backlash. If you’re not listening, you’re losing them.
But here’s the catch: understanding your audience isn’t a one-time thing—it’s an ongoing conversation. Without continuous feedback loops, you’ll miss the mark.
The Solution? Digital twins.
Digital twins allow you to test creative ideas safely—before they go live—so you can predict how different audience segments will react. As highlighted in a recent Barron’s article, there are certain instances, such as the Super Bowl, where digital twins could work wonders in aligning audience desires and brand initiatives—while keeping the big reveal under wraps.
Using Panoplai’s digital twins feature, we tested Duolingo’s newest campaign with two audience personas:
When both were asked about Duolingo’s recent campaign, the responses couldn’t have been more different—showcasing how the same message can either land perfectly or miss the mark entirely, depending on the audience.
This level of insight helps brands fine-tune their messaging before going live.
Insight: Truly understanding your audience isn’t a one-time task—it’s an ongoing conversation. Use AI features like digital twins to engage with your audience in real time.
DO: Give Followers Inside Access—They’ll Stick Around for More
People don’t just want to see your brand—they want to be part of it. Giving your audience behind-the-scenes access and exclusive sneak peeks creates a sense of belonging, anticipation, and trust that keeps them engaged long-term.
Panoplai Data:
Whether it’s a sneak peak of a new product or a look at your team in action, insider content builds trust and fosters community.
Insight: Vulnerability and authenticity drive connection. Let your audience in and they’ll stick around.
Final Takeaways: Virality Isn’t Luck—It’s Data-Driven
Social media is a battlefield—some brands dominate, while others get lost in the scroll.
Nike and Duolingo don’t go viral by chance. They:
The Bottom Line: Stop Guessing. Start Knowing.
With Panoplai, brands don’t follow trends—they set them. Our AI tools reveal exactly what your audience wants, so you can create content that resonates, engages, and converts.
Ready to see what YOUR audience really thinks?
Use Panoplai to uncover social media insights that will keep your brand relevant—and out of the cringe zone.
Not all synthetic data is built to last. At Panoplai, we create enriched datasets—AI-generated insights grounded in reality through three essential pillars: high-quality first-party data, optimized LLM integrations, and empirical validation. This ensures our synthetic audiences behave like real people, powering digital twins and decision-making with structure, accuracy, and trust.
Marketers have more data than ever—but instead of clarity, they’re drowning in fragmented insights. CRM systems, social metrics, NPS scores—each platform speaks its own language, making it impossible to see the full picture. The real problem? Too much data, too little connection. At Panoplai, we’re changing that. Imagine all your audience insights—past, present, and future—living in one seamless, intelligent ecosystem. No silos. No confusion. Just pure, connected intelligence at your fingertips.
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