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TikTok can famously present established brands, artists and musicians with unexpected sources of attention, like when a clip of a skateboarder drinking Ocean Spray introduced some Gen Z viewers to Fleetwood Mac. But when audiences have access to new-to-them cultural territory, virality can have deeper implications for a brand than upsetting fan gatekeepers of ’70s music.
The potential downsides of virality can be seen in the case of fashion and beauty influencer Alix Earle, who faced criticism earlier this year for endorsing Mielle oil, a product designed for textured hair. Earle joined the numerous white consumers who have been accused of appropriating trends from multicultural communities—a problem that can be exacerbated on social media platforms. Despite the controversy, Mielle went viral and saw a surge in business after Earle’s endorsement.
While brands have little control over the creators and consumers who independently support them, the reactions to Earle’s Mielle post show the modern consumer’s tendency to blindly follow the recommendation of a single influencer. That means virality—while it can be exciting and fun—should also be weighed carefully by brand leaders when making business decisions.
“What happens when those folks who just hopped on a trend decided to leave?” said Onye Okafor, co-founder and president of creator monetization platform Tulay. “Even if your product is trending, you have to stay centered around your core fan base.”
Almost 40% of Gen Z prefers Instagram or TikTok for search over Google. When younger audiences base their purchasing decisions on influencer content, their preferences are likely to fluctuate when that creator moves on to a new fixation or brand deal.
Instead of automatically responding to virality with ambitious promises, marketers can treat these moments as audience research while encouraging consumer patience through brand transparency. To facilitate long-term business growth, brands must scrutinize the source of the virality and engage with user-generated content while controlling audience expectations, marketers told Adweek.
“Virality is something to pay attention to, but it shouldn’t be enough to turn an entire ship,” said Jeremy Kim, co-founder of hard seltzer brand Nectar, who said his startup “expanded too quickly” during the early days of TikTok fame. “If a new market really wants us, we’re going to move much slower instead of immediately jumping into 20 stores.”
Approaching virality with practicality
When reminiscing on viral product moments, Okafor thinks of last summer’s TikTok pink sauce craze. When creator Veronica Shaw (who is known as Chef Pii across social platforms) lured in the masses with her fuchsia-colored condiment, consumers were quick to call out the product’s inconsistent hue and flavor.