In today’s social media landscape, the level of discovery is unprecedented. The TikTokification of social media means we’re seeing more content, tailored to our interests, and more viral influencers coming to the surface. Social platforms, and their sophisticated algorithms, have made it even easier for posters to strike the match and go viral.
Going so-called “viral” is often the catalyst for creators to leave their day jobs behind, and pursue a career as a full-time influencer and content creator.
With virality being seemingly easier to achieve than it was back in the early 2010s, does this mean that anyone can become an influencer overnight, and what does that mean for brands and our creator marketing strategies?
In this blog, we’re going to delve into these questions. What does it really mean to go viral? How are everyday social users turning a viral video into a full-time career? And what are the considerations for brands looking to work with these creators that have seemingly hit the influencer Big Time overnight?
How going viral has evolved over time
In the early days of social, when platforms like YouTube and Facebook dominated the space, going viral was huge. Remember videos like “Charlie Bit My Finger”, “Dramatic Chipmunk”, or even “Ain’t Nobody Got Time For That”. These videos achieved a cult-like status and will forever be cemented in digital history. However, none of those original posters ever went on to become full-time content creators, nor did they ever really intend to.
Viral content didn’t serve the same purpose back then as it does today. When posts rack up millions of views now, it provides a platform for the poster to build from. Recent examples like Hawk Tuah Girl and Jools Lebron (very demure, very mindful) show how a single moment or video can catapult social media users toward celebrity status.
The democratization of social media has a part to play in this shift. While there were content creators in the late 2000s and early 2010s like PewDiePie, Smosh, Jenna Marbles, and more, the infrastructure for these creators wasn’t even close to what’s available today. Since the inception of influencer marketing, brands have become more involved in the social space, providing modern social media users with an incentive to be a content creator. Now when people go viral, there’s an opportunity to redefine their livelihood.
Why brands work with viral influencers
Cultural relevance
Influencers are at the forefront of trends, they have a pulse on what’s going on across the social and digital landscape. Because of this, their content becomes highly relevant during cultural shifts, making it current to audience interests.
When influencers go viral, they become the conductor of the moment, they are the trend. Brands can join the hype by forming partnerships with these creators while they’re at their peak of relevance.
Rapid awareness
Going viral means that influencers are receiving unprecedented attention. It’s not uncommon for influencers to gain millions of followers seemingly overnight. This is why many brands choose to partner with creators who’ve gone viral. The surge in attention means that brands can gain rapid awareness through their collaborations. Due to the attention on these influencers, any campaign associated with them can generate quick responses, including likes, shares, and comments.
Lower cost for greater impact
Viral content can launch an everyday social user to influencer status very quickly. This means that brands can strike up deals with them while their pricings are still relatively low, before a content team and agent jump on board. With the attention they’re receiving, brands can leverage these creator partnerships to make a big splash, at a fraction of the cost it takes to work with the largest influencers.
Are there any risks working with viral influencers?
They haven’t been vetted properly
WIth creators transitioning from everyday users to influencers in such a short space of time it can pose a risk for brands. Typically, influencers have spent years perfecting their craft and cultivating their audience. This gives us an insight into who they are as a person, their values, and beliefs. With creators who rise to fame quickly, we don’t have the same understanding. While we’re not saying everyone that goes viral has controversial views, this is still a risk for brands.
Short-Lived Popularity and Overexposure
Not everyone who goes viral has what it takes to sustain popularity, and develop as a career as a content creator. There have been plenty of times where a creator has gone viral, but then faded quickly back into obscurity. The message is that just because a creator is receiving a lot of attention, doesn’t equate to being an influencer. You have to have a particular personality to be able to cultivate an audience, and keep them interested over long periods of time. Brands working with viral influencers take the risk of forming a partnership when the hype is dying, and people online have become tired of the same notion. Overexposure is another risk, as we’ve seen with Hawk Tuah Girl and even the Demure trend. Too much of the same joke can fatigue, very quickly.
Legal and Compliance Concerns
Viral influencers may not be as familiar with legal obligations regarding advertising, such as the need to disclose sponsored content. This could lead to regulatory issues for the brand. Since viral influencers are often new to brand deals, they may not fully understand the terms of contracts or may not deliver on agreed-upon content, leading to potential disputes.
Tips for brands partnering with viral influencers
Move quickly
Arriving late to the party can often bring a lot of negative attention. A lot of brands typically want to capitalize on the surge in interest around a creator, and when audiences see too many sponsorship they become fatigued.
We’ve seen this with Haliey Welch, a.k.a Hawk Tuah Girl. She exploded to stardom practically overnight, became a cult hero, amassed millions of followers, and interest from brands. However the headlines today tell a different story, just months after her rise. It seems that too much of the same thing (the Hawk Tuah joke) quickly wears off on people, especially on social.
The lesson is that trends move quickly, viral influencers can lose relevance just as quickly as they rose to fame. There’s a fine line between brands breaking away from the noise, and becoming part of it. The key is to move early.
Check for red flags
Brands must do their due diligence when partnering with viral influencers. Although it can be hard to detect who they truly are, there are steps that can be taken to reduce risk.
Brands should review all previous content to ensure there’s nothing that contradicts brand values or could spark controversy. They should look for any potentially problematic behavior, comments, or affiliations that could cause harm if surfaced later.
Look beyond follower count
Brands should ensure the influencer’s audience aligns with its target market. Their viral fame might attract a broad range of followers, but keep in mind their demographic.
Look beyond follower count and assess the engagement quality. Are their followers actively engaged, or is it inflated with bots or disengaged users? A key sign for success lies in commenters who express their love for the creator’s personality and content style. Don’t just look at the numbers, look at what people are actually saying.
You should also consider whether this is someone that would be relevant to your audiences. There’s no point partnering with the latest viral creator if none of your target customers actually care about them! First and foremost you should be thinking about what your audience would want to see and why.
Start with short-term collaborations
Test the waters. Start with a short-term or single post campaign to gauge the influencer’s impact on the brand before committing to long-term partnerships. Monitor the performance metrics (e.g., engagement, clicks, conversions) of the initial collaboration to decide whether further investment is worthwhile.
Working over a shorter period of time enables brands to carefully measure the impact of partnerships with viral influencers, and allows them to understand the creators on a deeper level than their viral fame entails.
Balance risk with reward
Consider the potential risks associated with creators who have gone viral. Think about how controversies or a sudden drop in the influencer’s popularity may impact the brand, and decide whether the potential reward justifies these risks. Creator controversies are all the rage in today’s landscape. Brands associating with an influencer in hot water can find themselves in hot water also.
Concluding thoughts: Should brands work with viral influencers?
Brands should carefully consider working with viral influencers as it can be a double-edged sword. Viral influencers offer massive exposure and access to a large, engaged audience, which can boost brand visibility and sales. These partnerships help brands diversify their audience, and shows that they are attentive to trends on social media.
However, virality can be short-lived, and the influencer’s sudden rise to fame may not align with the brand’s values or long-term goals. Brands should assess an influencer’s credibility, audience relevance, and the sustainability of their popularity. If an influencer’s image aligns with the brand, the collaboration can be beneficial; if not, the partnership could backfire or feel inauthentic to consumers.
For brands that do want to team up with the next viral sensation, it’s imperative to move quickly. The brands that form these partnerships early are praised for their reactivity and cultural relevance, but too many brand deals becomes a lot for audiences to digest, forcing them into negative perceptions toward future brand deals.
That’s all for this one. Are you a brand looking to capitalize on viral attention, teaming up with creators who’ve stuck digital gold? We’re here to help form those partnerships, and alleviate the risk. Contact us today to learn more.
