Beyond TikTok: Brands on how to capitalise after going viral

Many brands have benefitted from TikTok’s ability to make content go viral. But what happens next?

By using popular sounds, partnering with creators, engaging with followers and hopping on trends, brands are going to great lengths to sustain momentum.

“It’s not good enough to be a flash in the pan – you need to further your own ambitions as a brand and a business,” says Ross Farquhar, marketing director at Little Moons.

Back in January 2021, the mochi ice cream brand sparked a TikTok-fuelled craze among locked-down consumers for its bite-sized treats, spawning 15,000 videos and more than 150 million views. Sales surged by over 2,000%, accelerating the growth strategy by a year.

At the time the UK was in lockdown and stocks were low, leading to challenges for the brand.