Virality has become the new word-of-mouth, a moment that can make or break a brand overnight. TikTok trends, creator collaborations and platform algorithms can ignite instant fame, but what happens next determines success. Going viral gets people talking. Building connection keeps them coming back.
In 2026, virality is just the launchpad. The real differentiator lies in turning fleeting moments of online attention into lasting affinity, consistent sales, and retail-ready credibility. Brands like Hair Syrup prove that the secret to scaling beyond the viral spike lies in consistency, community, and storytelling that feels human.
As Lucie Macleod, Founder of Hair Syrup, shared on our Connected Thinking podcast:
“You can make something go viral and maybe even get lots of immediate conversions, but ultimately, it’s repurchase rates that matter. The secret to longevity is the product and the community that recommends it.”
How Can Brands Take Their Viral Moment and Build Long-Term Momentum?
1. Build for Retention, Not Just Reach
Viral visibility is temporary while community loyalty is compounding. Focus on customer experiences and active social listening to turn one-time buyers into brand advocates. Encourage reviews, repurchases, and UGC to keep the momentum going after the viral spike.
2. Turn Engagement into Insight
Not every viral post serves your brand. Some drive awareness, while others move audiences closer to consideration. Comments are a goldmine for understanding what truly resonates. Analyse what’s prompting engagement and shifting sentiment, then double down on it. Feed those insights back into your paid strategy, influencer partnerships, and future launches to turn short-term hype into long-term growth.
3. Activate Influencer Networks
Tap into your influencer networks during virality to amplify your brand's reach. Take Anthropologie, who leaned into the viral “Anthro Rock” trend by collaborating with creator Phoebe Adams. This sparked a wave of creator-led pranks, with others joining the trend and generating millions of views on the brand’s original “Anthro Rock” video as well.
4. Build Your Online Community
In our interview with Lucie Macleod, found of Hair Syrup, she shared, “We keep things personal by working with communities.” That human connection is what separates one-hit wonders from long-term category leaders. Whether it’s through social content, influencer collaborations, or community events, staying close to your audience fuels loyalty far beyond a viral moment.
5. Use Paid to Scale the Buzz
An earned-first moment can drive reach, but strategic paid amplification ensures sustainability. Retarget viral audiences with shoppable content. With Reddit overtaking TikTok as the UK’s fourth most visited social platform, its ad performances have improved as campaigns can achieve high click-through rates. Brands can expand into platforms beyond Instagram & TikTok to target niche customers through strategic ads.
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