"Going viral has always been a risky marketing strategy. In many ways, the bump a company gets from becoming a social media sensation works like the sales impact of appearing on "Shark Tank." Even companies that don't make a deal to a piece of their brand, usually see a short-term spike in interest and orders because of the television exposure. That can help with exposure and acquiring customers, but it does not last forever."
""Social media trends come and go, which is why it isn't always the smartest idea to go all-in at the height of your 15 minutes of fame, which is arguably what Crumbl Cookies has done. The chain expanded massively throughout 2022 in an effort to meet the soaring market demand generated by videos tagged #crumbl on TikTok," Mashed shared. Expanding took something that used to be treat worth traveling for and arguably made it too accessible for consumers, and thereby less special."
Going viral often produces a short-lived surge in awareness and orders similar to the spike from appearing on Shark Tank. Such exposure can help with customer acquisition and re-engaging lapsed buyers, but it rarely sustains long-term demand. Established brands can benefit from viral moments without relying on them as a primary strategy. Brands that build marketing around fleeting social trends risk fading interest as consumer priorities change. Rapid expansion to meet viral-driven demand can undermine exclusivity and make a product too accessible, reducing its social media appeal.
Read at TheStreet
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