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The rise of short-form video, the power of viral moments, and the growing role of AI continue to shape how brands do social media in 2026. Two new stories from international markets show that marketers not only need to “follow trends,” but also know how to preserve identity, manage risk, and use data to scale communications effectively.
- Key points:
- A video from Prochaska Law reached 72 million views, showing that short-form content can still generate massive reach if it hits the right viral formula.
- IKEA at Cannes Lions 2026 emphasized that AI is a tool for supporting creativity and personalization, but it does not replace human thinking or brand identity.
- Both stories reflect one reality: modern social media requires a balance between speed, entertainment value, brand safety, and consistency.
- Vietnamese marketers can draw lessons on managing viral content, applying AI with control, and investing in long-term brand messaging.
Prochaska Law’s video reaches 72 million views: viral remains social media’s strongest lever
According to The Business Journals, Prochaska Law recently drew major attention when a viral video from the law firm reached 72 million views. That figure shows that in the social media environment, a piece of content distinctive enough can break through every limit of company size, industry, or media budget.
What stands out is not only the view count, but also the fact that a service brand often seen as “dry” can still enter the flow of digital culture. This reinforces a familiar but timeless trend: short-form content, delivered at the right moment and capable of triggering emotion, remains the most important formula for generating reach.
For marketers, this case is a reminder that virality is not entirely accidental. Behind a breakout video is often a combination of user-behavior insight, fast pacing, a clear message, and platform fit. However, viral success also raises the next question: how do you turn temporary attention into lasting brand awareness and real business value? Source: The Business Journals (Bizwomen).
IKEA at Cannes Lions 2026: using AI to move faster without losing the brand’s “DNA”
In another story, IndexBox, citing Euronews Culture, reported that IKEA is approaching the new media landscape with a cautious but proactive mindset. At Cannes Lions 2026, Dorothee Gardon, Global Marketing Strategy & Integrated Media Director at IKEA, emphasized that AI can improve efficiency and expand personalization at scale, but it is not the starting point of creativity.
According to IKEA, the initial idea must still come from people, from the brand’s own “DNA”: playfulness, simplicity, and practicality. The company also noted brand-safety risks, especially as AI can produce distortions or “hallucinations” if left unchecked.
IKEA’s approach reflects a challenge many global brands are facing: keeping pace with technology without letting technology define the entire identity. In social media, where content is produced and distributed at very high speed, using AI to support personalization, optimize operations, or test ideas makes sense. However, every layer of automation still needs to sit within a clear brand-governance framework. Source: IndexBox citing Euronews Culture.
What this means for the Vietnamese market
For Vietnamese businesses, these two signals show that the next phase of social media will no longer be a race to “do more,” but a race to “do better.” Viral video can help brands boost awareness extremely quickly, but long-term effectiveness only comes when that content is tied to a clear positioning and a specific conversion journey.
On the other hand, AI is opening up major opportunities for marketing teams with limited staff or those that need to produce content across multiple platforms. Even so, brands should treat AI as a tool for supporting decisions and accelerating production, rather than leaving everything to machines. In a context where Vietnamese users are increasingly sensitive to “same-looking” content, identity, distinct tone of voice, and trustworthiness will be important competitive advantages.
In other words, the lesson from these two international stories is not “go viral at all costs” or “use as much AI as possible,” but rather: build a social media system that is flexible enough to catch trends, yet disciplined enough to protect the brand.
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References
- The Business Journals — Prochaska Law’s viral video hits 72 million views – Bizwomen
- IndexBox — IKEA at Cannes Lions 2026: AI, Viral Trends, and Affordability in a Shifting Media Landscape – News and Statistics
