What Makes A Product Brand Go Viral?

Cast your mind back a few years and a ‘viral sensation’ would have you booking an appointment with your doctor as fast as you can sa— never mind: you get the picture 😉

But these days not only is the term widely understood, it’s widely coveted and product brands would give their last roll of packing tape for their range to go viral.

From Kate Middleton to the Kardashians and every opportunity in between, landing widespread PR coverage can change the turnover and the trajectory of your business.

So, is viral PR it all a fluke? Can it happen to ‘normal businesses?.

First things first, totally unexpected viral PR can happen to brands without deliberate prior planning, but that’s the exception rather than the rule.In this post, we’re looking at 4 things you can do to increase the vitality of your product range and possibility of widespread exposure. Viewed individually these steps may not appear all that sexy, but together they create the perfect environment to position your range for the spotlight.

Here are 4 ways to increase your chances of overnight PR success…

  1. Create an awesome product! First and foremost, invest in the quality, craftsmanship, functionality and design of your product. You don’t necessarily have to reinvent the wheel: just make a wheel that’s better that all wheels that have gone before it!
  2. Let your personality show: Samey-samey brands aren’t typically viral-worthy contenders. Products go viral when people can identify with the item itself, the brand ethos and the company messaging (think: the way you talk and interact on your website, social media, etc). Dare to bare… create something different!
  3. “It costs a lot of money to look this cheap!” Familiar with that stellar quote from the one and only, Dolly Parton?  The point she puts forward so eloquently is that the success of the finished product lies in the strategy behind it. We can relate that to viral product PR by saying, ‘it takes a lot of planning to make this PR look natural.’ The whole point of viral PR is that it needs to feel natural – as though someone (a celebrity, a website, Ladbible…) has just stumbled upon your product and broadcast it to their millions of followers. You can prepare for this by a) creating an awesome product, b) showing your personality and c) spending time connecting with key influencers in your niche and building relationships with them. It may take time, but it certainly can pay off! Here at In The Bag PR we work on a number of influencer positioning projects for product brands and use our media connections to open the right doors, at the right time.
  4. Leverage Viral PR into the future: if your brand does blow up with viral PR success – whether you’re planned for it or not – you’ll want to be ready with a follow-up campaign to milk that cow in the months and years to come. Viral PR can have a huge, brand altering impact on a business and it’s worthwhile to be prepared.


To your product PR success!





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