By Ellie-Rose Davies, Content Executive at IMRG
Have you ever fed into the hype around a viral product? I know I have. When something is everywhere online, it’s easy to assume it must be worth it. That kind of popularity creates confidence. It removes the usual hesitations around product quality, returns, or whether it’ll live up to expectations.
Of course, making a product go viral is rarely accidental. Behind the noise is usually a lot of hard work: teams building momentum, encouraging community engagement, and shaping something that feels bigger than just a single item.
True virality (the kind that leads to long-term loyalty) tends to be driven by more than trends. It often comes from genuine enthusiasm for the product, a strong brand proposition, and a retailer experience that delivers at every stage of the journey.
This is the content we will cover in this blog. What help makes a viral product, and what other strategies can exist off the back of virality. I luckily had a handful of industry experts to share their thoughts on this.
Read on to learn how to be authentic, stay competitive, and turn virality into loyalty.
Be authentic
In a world where consumers are constantly bombarded with content, authenticity can help cut through the noise. Many customers are quick to spot forced campaigns or inauthentic partnerships and may subsequently be equally quick to ignore them. When it comes to creating viral moments that lead to lasting engagement, prioritising genuine connection is a useful strategy.
The first piece of commentary I gathered on this topic came from someone who shares my name, which made it especially memorable. Even better, she offered some brilliant insights that perfectly reinforced the importance of staying authentic when working with creators.
Ellie Davies, Influencer Partnership Lead at Awin, reveals how they have worked ‘alongside the Adidas team to optimise their influencer activity in the affiliate channel.’ Their work with Adidas revealed a great top tip for retailers which ‘would be to give influencers the freedom to decide which products they want to promote to their followers, rather than gifting the items the brand wants to push because of a certain campaign.’
Ellie says, ‘Paid partnerships are amazing and can create viral moments, but influencers know what their fan base will buy – because it’s what they would already purchase for themselves!’
Hemang Nathwani, Sales Director at Price Trakker echoes how ‘Authenticity is essential; consumers easily spot forced attempts at virality.’
He shares that ‘Products go viral when retailers tap directly into consumer emotions, social proof, and urgency. One great example is Marks & Spencer’s ‘Percy Pig’ campaign—viral due to its playful storytelling and relatable character.’
‘Retailers aiming for virality should prioritise sharable content, leveraging visual storytelling platforms like Instagram and TikTok. A clear understanding of trends and timely participation can amplify visibility (think limited editions or exclusive drops).’
Hemang also noted the value of ‘Aligning influencer collaborations and strategic partnerships to rapidly boost exposure. Ultimately, going viral requires blending genuine consumer connection with smart, agile marketing strategies.’
Stay competitive
Going viral can deliver a real boost in visibility, but that attention isn’t guaranteed to last. In a fast-moving eCommerce market, it’s worth thinking about how to keep momentum going once interest starts to build.
As more competitors react with similar products or alternative price points, staying competitive could make the difference between a short-lived spike and sustained success. Retailers who are ready to move quickly and adapt may be better placed to make the most of a viral moment.
Experts at Prisync reflect on the ways to stay competitive, saying ‘For the most part, going viral depends on creating positive emotions in people with unique, relatable, and, most importantly, shareable content.’
‘In eCommerce, retailers can highlight their products’ unique benefits. People should believe the product will instantly improve their lives and well-being, whether it is a moisturiser for smoother skin or a walking pad treadmill for remote workers. User-generated content and reviews on social media can emphasize the product’s unique benefits and increase its reach.’
Prisync exclaim that ‘After a product becomes popular, retailers can identify it by searching for viral trends on platforms like Google Trends or Amazon. Then, it is important to quickly take advantage of the hype by tracking competitors’ prices and stock levels with a competitive pricing tool and adjust pricing strategies accordingly for retailers with a viral product equivalent.’
Maintaining this level of competitiveness can help sustain momentum, particularly as price often plays a critical role in consumer decision-making, sometimes even more so than other elements of the customer experience.
Another way to stay competitive is by offering advanced payment options that meet evolving customer expectations. Once shoppers are satisfied with the price, a smooth and flexible payment experience can help remove any final barriers to purchase and further support maintaining virality.
Magdalena Schmid-Debska, VP of Growth & Marketing at PXP says, ‘With the number of smartphones worldwide exceeding 7 billion in 2024, it’s no surprise that digital sales and marketing tools are helping to launch viral products, increase eCommerce competition and ultimately drive merchant growth.’
‘But, as eCommerce competition intensifies, merchants should not underestimate the growth potential of a seamless omnichannel payment experience.’
Magdalena reflects on ‘recent PXP data which showed that 64% of merchants now view payment technology as a strategic growth driver. One of the reasons for that is the transaction data insights that modern eCommerce gateways and merchant portals can generate. With these insights, merchants can hyper-personalise products and services for a wider pool of customers.’
‘I strongly believe that retailers who prioritise wide payments acceptance and exceptional customer service are better positioned to succeed in the unpredictable yet lucrative eCommerce world,’ shares Magdalena.
Turn virality into loyalty
Rather than seeing viral success as a one-off moment, it’s an opportunity to build stronger customer relationships, drive repeat purchases, and increase lifetime value. The way retailers handle the entire customer journey can make all the difference in whether a customer returns or moves on.
Gavin Murphy, CMO at Scurri, shares his advice: ‘Nothing will shut down a hype-cycle quicker than negative customer reviews complaining about late or missed deliveries. Therefore, retailers who are looking at a high influx of orders over a potentially short period of time can prioritise access and agility within their carrier network. This provides the ability to quickly swap delivery partners should the need arise, ensuring all orders are fulfilled quickly and that customer promises remain upheld.’
Gavin continues, ‘Instant gratification and Fear Of Missing Out (FOMO) are two key elements driving a product to viral. And, therefore, in this scenario delivery options become an even more important driver behind the customer’s choice to purchase. Strategically, retailers can ensure delivery options are presented at the earliest possible opportunity within the customer journey to reassure customers their item is available within their desired timeframe.’
‘And, once that purchase has been made, retailers are in a prime position to encourage that shopper to ‘add to their basket’ for their next ‘must-have’ purchase, because personalised post-purchase communication can transform one-time buyers into repeat purchasers. By building post-purchase experiences into these viral shopping journeys, retailers can turn virality into loyalty, moving customers from becoming one-hit purchasers into repeat shoppers,’ reveals Gavin.
I hope you found this blog useful! What was the last viral product that hooked you in, and why was that? Feel free to share your experiences on our latest LinkedIn post!
Published 30/04/25
