The phenomenon of a product going viral can be both exhilarating and daunting for businesses. While it can catapult a brand to new heights of recognition and sales, the unexpected nature of virality brings significant challenges. Companies must adapt quickly not only to capitalize on the moment but also to ensure sustainable growth moving forward.
A quintessential example of a product going viral occurred when Hailey Bieber wore Heaven Mayhem’s gold knot earrings on Instagram. The immediate rush for the earrings was palpable; they sold out within 24 hours. Brand founder Pia Mance had to scramble to fulfill orders, highlighting a common issue when products unexpectedly draw massive demand. “Every single time it’s selling well, I ordered double, and then it continues to sell out,” Mance shared, illustrating the frantic pace at which viral products can sell.
However, as exhilarating as these moments can seem, businesses often find themselves on a rollercoaster of success and stress. The experience can feel almost nightmarish when products, initially well-stocked, sell out so quickly that it hampers a brand’s ability to serve its new customers. The challenge becomes clear: how can a brand convert a moment of virality into long-term success?
One way to bridge the gap between a viral moment and sustainable growth is to avoid being pigeonholed into a single product. The case of Issa London serves as a cautionary tale. The brand gained fame when the royal blue dress worn by Kate Middleton became a sensation upon her engagement announcement. However, just five years later, the company closed its operations, primarily due to production and financing challenges tied to the demand for that one dress.
Echoing this sentiment, Robert Burke, CEO of retail consultancy, Robert Burke Associates, remarked, “A brand doesn’t want to be completely pigeonholed into one product. It’s great to ride on that viral moment, but you have to ensure that the brand stands for more than that.” To thrive, businesses must leverage the heightened visibility from viral moments to enhance their overall brand identity.
Adapting While Responding Immediately
When a product starts to gain traction on social media, brands must act with urgency. Fast responses can significantly amplify a brand’s reach, ensuring that it capitalizes on the buzz. Matilda Djerf, the founder of Djerf Avenue, experienced this firsthand when her fruit and berry-printed bathrobes became a viral sensation on TikTok. Her immediate concerns lay with ensuring the website’s functionality and product availability. “Going viral doesn’t necessarily translate into sales. Everything else still has to align,” she stated.
Anticipating customer demand becomes essential. Brands can utilize pre-orders as data points to inform their re-order sizes, while also implementing manufacturing adjustments that can help maintain stock levels. For example, Djerf Avenue made effective use of stock fabrics already available with their manufacturers and spaced out order placements to keep products in their warehouse continually stocked.
Viral moments should also be used as opportunities to enhance marketing strategies. For instance, Still Here—a New York-based denim brand—saw a surge in interest for its Cool Jean, leading to strategic prioritization in holiday marketing campaigns. According to founder Sonia Mosseri, “That was when it was extremely clear to us that the world was going bananas for it,” reinforcing the need for brands to seize the moment and maximize exposure.
Building Longevity After the Hit
Once the initial excitement of a viral hit subsides, it’s crucial to reflect on what made that product resonate with consumers in the first place. Hill House Home transformed its viral nap dress into a collection, eventually evolving its offerings into over 50 styles in 480 prints. Founder Nell Diamond emphasized that consumer data directly informed their decisions and adaptations. They discovered that certain features, such as smocking, were particularly appealing, leading to further iterations on the original design.
Djerf Avenue followed a similar path by expanding its popular berry print to pajamas and bedding, thus reinforcing its brand’s overall lounging aesthetic while maintaining customer engagement.
After experiencing a viral moment, it is equally important for brands—especially smaller up-and-coming labels—to expand their understanding of their customer base. New audiences might encompass varied geographies and demographic segments, potentially bringing different preferences and demands. According to Erin Kleinberg, founder of Métier Creative, brands should actively engage with these customers through events or pop-ups, fostering relationships that can guide future endeavors.
Despite the excitement of new customer demographics, brands cannot forget their original supporters. These early adopters can continue to advocate for new launches. Mance highlighted how the “cool girl” group remains instrumental in validating new product releases, suggesting that the small, trendy audience can lead the charge in building a broader base.
To convert a fleeting wish list item into a lasting part of a brand’s story, ongoing engagement with customers is key. Djerf Avenue connects through interactive platforms where members can share inspiration. Meanwhile, Diamond maintains close ties with fans via Instagram channels that offer sneak peeks of upcoming launches.
Ultimately, translating a viral sensation into lasting success demands a proactive, multifaceted approach focused on adaptability, engagement, and strategic planning. By learning from past experiences and remaining attuned to audience desires, brands can navigate the unpredictable landscape of virality to forge a sustainable future.
