Back in the summer, Iceland experienced a cucumber shortage all thanks to a viral TikTok video.
What was the video about, you ask?
A guide to making a cucumber salad.
While it’s no mystery that the internet has immense power, this incident shows how even something like the humble cucumber can become a global sensation when the right trend takes off.
And it’s not just cucumbers impacting consumer habits. Viral videos promoting cultural events in London have had unintended consequences, famously leading to the cancellation of the Columbia Road Carol Concert and the abrupt closure of the beloved outdoor Mamma Mia! screening at King’s Cross.
For any business, going viral means increased awareness and the chance to be the ‘hot topic’ of the moment. It’s no surprise then that for many arts and culture organisations, the allure of virality is tempting.
Here’s the catch: going viral doesn’t always equate to achieving your targets.
The reality is that viral moments can sometimes miss the mark in terms of tangible outcomes. More followers or views don’t necessarily translate into more engaged, loyal supporters or more ticket sales. Virality can give your organisation a burst of attention, but it doesn’t guarantee long-term impact, and in some cases, it may even overshadow your original goals.
What’s more, many organisations can see a strain on resources if a post does go viral, and aren’t prepared to handle the increase in engagement across their digital channels. Maybe worse, more attention means greater likelihood of receiving unwanted attention from trolls – something no social media manager wants to deal with.
If you are aiming for viral success, it’s essential to approach it with intention. Here’s how you can prepare for the upside while managing the potential challenges:
- Clarify Your Goals: Before jumping into the viral trend race, make sure your content aligns with your organisation’s broader social media strategy and mission. Ask yourself: What are we hoping to achieve beyond the viral buzz?
- Prepare for Increased Demand: If you do go viral, be ready to adjust your social media operations – take regular breaks to ensure that you don’t feel overwhelmed and prepare for potential surges in website traffic.
- Engage Consistently: Use the viral moment as a stepping stone to continue building relationships with new followers, rather than expecting them to stick around automatically. Keep delivering content that resonates with both your core audience and newcomers.
- Monitor and Adjust: Track the outcomes of your viral content to ensure it’s contributing to your long-term goals. If engagement or sales don’t follow, edit your strategy and refine your approach for sustained success.
Overall, although going viral might be a fun (and a very reasonable) goal in achieving brand awareness, you can’t surge to success without the correct foundations of a consistent and goal-aligned strategy. The short-term high might be exciting, but most arts and culture organisations are better off sticking to their campaign plans – building loyal followers over a longer period of time.