SNARF Content Goes Viral, but at What Cost to Your Brand?
Key Takeaways:
SNARF content boosts social media engagement but often undermines brand authenticity.
Balancing sensational viral moments with mission-aligned content allows brands to capture attention without losing their genuine voice.
A holistic content strategy balances educational, entertaining, and informative elements.
SNARF content has become a buzzword synonymous with viral success, but is it truly beneficial for your brand? While this sensational approach may skyrocket social media engagement and grab attention, it can harm brand authenticity and identity. Understanding the delicate balance between engagement and substance will prevent founders and business owners from sacrificing their brand’s core values for short-term virality.
Why Balance Sensationalism with Substance?
With the rise of the almighty algorithm, social media marketers' strategies have evolved from purely serving the audiences' interests to doing what works best for capturing attention. The most 'thumb-stopping' content is often fed by SNARF — Stakes/Novelty/Anger/Retention/Fear. Akin to tabloids in the grocery store, this content is characterized by its sensational nature, grabbing attention with bold headlines or shocking visuals. While this approach can lead to immediate spikes in social media engagement, it risks prioritizing flash over authenticity.
Brands can leverage viral moments while maintaining depth by ensuring the sensational aspects of their content still align with their core mission, values, and content pillars. This balance retains the audience's interest and strengthens their trust in the brand.
Brand Authenticity Takes a Hit
Brand authenticity is at risk when content diverges from the brand’s core values. If misaligned, viral content can dilute a brand's authentic voice, causing it to lose credibility. Content must reflect genuine brand values, not just chase trends.
When a brand compromises its message for virality, it may send mixed signals to its audience. This inconsistency can lead to distrust or confusion, which can be difficult to rectify.
Take United Airlines' Super Bowl halftime post, for example. The airline capitalized on Kendrick Lamar's highly talked-about performance by creating a viral video meme about waiting for luggage at the airport. This meme generated millions of views across Instagram and X and hundreds of thousands of engagements while remaining authentic to United's brand.
Educate, Entertain, Inform: A Balanced Content Strategy
A comprehensive content strategy aims to educate, entertain, or inform the audience. This ensures content is engaging and creates 'social currency' for viewers.
Educational content builds trust and authority. By providing valuable insights or solutions, brands position themselves as experts, enhancing their credibility and audience loyalty.
Entertaining content captures attention while strengthening emotional connections. It helps humanize the brand and makes interactions more relatable and enjoyable.
Informative content keeps the audience updated on industry trends and brand developments, reinforcing the brand's position as a thought leader.
By balancing these elements, brands create a holistic content strategy that resonates with various audience segments.
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