The Death of Virality

Viral used to mean breakthrough. Now, it’s just background noise. In this report, we explore how virality has lost its edge in the TikTok/Reels era. Everyone from teen creators to ad agencies are optimizing for algorithmic sameness and viral moments feel at best like an arrythmia. We look at how post-pandemic brain burn, Gen Z’s performative exhaustion, and how dopamine-chasing behavior has reshaped how content is made, consumed, and ignored. Brands betting on viral moments are now missing the mark as the equation has simplified. The future belongs to brands building texture, truth, and tonal resonance.