Big reach, small return
Most people remember the meme, not the message. A clever post might rack up impressions, but impressions alone don’t build credibility, and they don’t necessarily drive action either. Here, Richard Stone, founder of technical PR agency Stone Junction, asks whether viral success is worth pursuing for science, technology and engineering brands, and what gets left behind when strategy chases shareability.
In technical industries, the gap between what goes viral and what delivers value can be wide and it’s tempting to aim for visibility. Viral content feels like proof that your message is working; people are paying attention, the numbers are rising and your reach appears to stretch far beyond your usual circles.
For many businesses, particularly those trying to break into a crowded market, that kind of exposure seems like a shortcut to relevance. But in sectors built on complexity and credibility, visibility without depth often means very little.
Engineering, science and technology companies aren’t immune to the pressure. They see their competitors testing lighter tones and faster formats, often leaning into trends that feel far removed from traditional technical messaging. They watch lighter content outperform their carefully constructed explainers and then start to question their own tone.
Engineering isn’t entertainment in the traditional sense, and research doesn’t move at reaction speed. These businesses exist to solve real problems, not simply to generate headlines. Their content can still be engaging and lively, but that engagement has to be earned through relevance and depth, not manufactured for effect.
The risk lies in prioritising attention over meaning. Content designed only to be shared often leaves no lasting impression; it’s built to provoke a click, not build trust. For companies where purchase cycles are long and technical understanding sits at the core of most decisions, that trade-off can be costly. Visibility might feel like progress, but without relevance, it’s actually a distraction.
Ann Handley, chief content officer at MarketingProfs, explains:
When we create something, we think, ‘Will our customers thank us for this?’ I think it’s important for all of us to be thinking about whatever marketing we’re creating; is it really useful to our customers? Will they thank us for it?
Viral content can still have value, but it needs to be rooted in something real. When a strong idea meets the right tone and timing, it can gain traction without sacrificing credibility. Some posts spread because they hit a nerve or speak with clarity at exactly the right moment. The difference comes down to how that message is built; does it hold up under scrutiny, not just shares.
There’s often a reluctance to move away from strictly rational messaging. Some worry that anything more expressive could compromise credibility. But effective storytelling doesn’t mean sacrificing detail. It means making the meaning easier to access and showing why complexity matters .
Technical brands benefit most from consistency. A strategy built on deep understanding of the audience, backed by expertise and delivered with focus, will always have more staying power than content built for quick wins. Relevance doesn’t always create a spike, but it creates a path. The people who matter will find it, and if it’s meaningful, they’ll remember it.
There’s also a reputational risk to consider. When content reaches far without being well-considered, the damage can be hard to reverse. Technical audiences in particular are quick to spot surface-level thinking, and rebuilding trust costs far more than any short burst of visibility is worth.
So where does that leave technical communicators who still want their content to reach further? Intent. If the message is shaped with care, speaks from experience and resonates with the people it’s meant for, reach becomes a secondary benefit, not the driver.
Chasing viral moments too often pulls focus from the real goal. Technical companies don’t need to win the internet; they just need to be understood by the people who make decisions that matter.
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