In today’s digital age, content virality has become a primary goal for many social media specialists and content creators. Undeniably, viral content carries a unique allure—it can capture public attention, spark conversations, and amplify a brand’s visibility. Many brands even capitalize on viral moments as part of their digital campaigns to expand their reach and engagement.
Yet, a crucial question remains: Does viral content always have a positive impact?
The answer is not always. As emphasized by Dewi Bastina, Senior Account Manager at ID COMM, during the CreaComm Summit (October 11) at Multimedia Nusantara University, Tangerang, not all viral content delivers meaningful or constructive influence. While viral exposure can drive traffic and push content to the coveted “For You Page (FYP),” reaching alone does not define success. What truly matters is the value embedded within the content and the kind of impact it leaves on its audience.
The Four Core Values of Impactful Content
Content that carries substance resonates more deeply—it not only attracts attention but also fosters lasting relationships with audiences. Crafting meaningful content requires deliberate planning and strategic thinking. Below are four key values that define impactful content:
- Entertaining
Entertaining content captures attention, inviting audiences to pause their endless scrolling and engage with what they see. When people are entertained, they stay longer and are more likely to interact with the post—an essential first step to building engagement.
- Engaging
Engaging content encourages participation through comments, shares, or discussions. This interaction reflects healthy engagement, signaling that the content resonates and sparks genuine audience response.
- Enlightening
Content that offers new insights, valuable information, or fresh perspectives enriches the audience’s understanding. By positioning a brand as a source of credible and relevant knowledge, enlightening content strengthens both trust and authority.
- Empowering
Compelling content inspires action—motivating audiences to make positive changes, adopt new behaviors, or take meaningful steps. This can be achieved through concise, actionable tips or uplifting messages that connect emotionally without overwhelming the viewer.
Understanding Purpose and Audience
Creating impactful content starts with clarity—knowing your audience and defining your purpose. Once a brand understands its target audience, it can determine how it wants to be perceived and what kind of relationship it seeks to build. Audience insights are crucial; they guide tone, format, and messaging to ensure relevance and resonance. Content that feels authentic and relatable is far more likely to be shared and remembered.
The Power of Storytelling and Consistency
Compelling content often comes down to storytelling—the art of weaving messages into narratives that emotionally connect with the audience. A strong story not only captures attention but also reinforces brand identity and makes messages more memorable.
Ultimately, impactful content must be consistent and continually evaluated. Consistency reinforces brand credibility and helps audiences recognize your voice across platforms. Meanwhile, regular evaluation serves as a benchmark to measure whether content strategies are achieving their intended goals and driving meaningful outcomes.
Writer: Ayu Larasati, Associate ID COMM
Editor: Yulia Maroe, Manager ID COMM & Tyas Sastradipradja, Associate Director ID COMM
