Ask yourself something: what are you creating for?
An immediate bang (with the potential for a fizzle)? Sustained results? Awareness?
Whatever it is, we're assuming you want more than just an immediate bang.
There's one key difference in creating for the short-term or creating for sustained results: your approach. If you expect an immediate reaction out of your content, that's all you will get.
Want more? Approach your work with the mindset of how you want it to turn out.
Your attitudes will ultimately be reflected within the outcome. The good thing is that your attitude is entirely up to you.
The Story of Telling is looking to clear your misconceptions about the performance of your content. Read carefully.