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, its 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 itll 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 its 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 & Spencers 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.
)
)