Why Viral Success Isn’t Enough on TikTok: What Should Retail Executives Keep in Mind?
TikTok has completely changed the way brands sell. A single video, maybe an influencer raving about a beauty product or a live shopping stream that sells out in minutes, can turn an unknown brand into the next big thing overnight. But here's the real challenge: What happens after that?
Going viral is exciting, but it's not a business strategy. Too often, brands experience a huge spike in sales, only to fade into the background once the TikTok hype moves onto the next trend. For retail executives, the goal isn't just to create or leverage a viral moment; it's to turn that momentum into something that lasts.
Some brands manage to turn a single viral moment into sustained success. The difference is not luck, it's strategy. Here are a few ways to make that happen.
Build a Community, Not Just a Customer Base
TikTok is more than just a sales platform; it’s a dynamic space where people engage, share opinions and, in some cases, form connections with brands in a way that feels personal and authentic. The most successful brands on TikTok understand that they aren’t just selling products; they’re fostering relationships and cultivating a sense of belonging.
Instead of chasing fleeting virality with one-off videos, brands should focus on creating content that fosters ongoing engagement and loyalty. This means offering a consistent and compelling presence through behind-the-scenes footage, customer testimonials, and interactive Q&A sessions during live shopping events. Ask questions and encourage your viewers to comment. These types of content not only showcase a brand’s personality but also make consumers feel like active participants rather than passive buyers.
A strong TikTok strategy involves building a real community — one where customers feel heard, valued, and are excited to be part of something bigger. When people feel a genuine connection to a brand, they don’t just make a single purchase; they return and contribute to the brand’s long-term success.
Work With Influencers for More Than Just a One-Time Post
Influencers are a major driver of sales on TikTok, but a single sponsored post is rarely enough to create lasting impact. TikTok moves fast. If an influencer only mentions a product once, their audience may forget about it just as quickly as they discovered it. For brands looking to build real momentum, influencer marketing needs to go beyond one-time transactions and focus on sustained, authentic storytelling.
The key is to develop long-term partnerships where influencers naturally integrate a brand’s products into their regular content. This makes the brand feel like an organic part of the influencer’s world rather than just another paid promotion. When an audience sees a product consistently, whether it’s incorporated into a morning routine, featured in a haul video, or casually mentioned in a GRWM (get ready with me) or day-in-the-life video, it builds familiarity and trust. One example of a brand that pulls this off successfully is Sienna Naturals, which has a TikTok feed that features creators using the brand's products during their daily hair wash routines.
Ultimately, brands that invest in ongoing influencer relationships aren’t just buying exposure; they’re creating deeper brand affinity that translates into higher conversion rates and long-term customer loyalty.
Stay in Front of Customers After the Viral Moment Passes
TikTok is an incredible platform for discovery, but the real challenge is getting customers to follow your brand beyond the app and stay engaged long after their initial purchase. To make this happen, brands need to provide clear and compelling reasons for customers to stay connected.
One of the most effective ways to do this is by capturing email addresses and phone numbers through exclusive offers, early access to product drops, or personalized recommendations. Once consumers opt in, brands can nurture them with engaging content, behind-the-scenes stories, and targeted discounts that make them feel valued.
Post-purchase engagement is just as important, sharing user-generated content, tutorials, and creative ways to use the product helps maintain excitement and encourages customers to see the brand as part of their lifestyle. For example, VitaHustle's TikTok feed showcases creative recipes that use its protein powder, such as this mint Oreo smoothie. This demonstrates how VitaHustle's products can go beyond the typical use case (such as a protein shake) and be incorporated into a variety of recipes.
The key to long-term success is making the transition from TikTok to other platforms feel seamless and rewarding for the customer. When brands create an engaging ecosystem that extends beyond the initial transaction, they build lasting relationships that keep people coming back time and time again.
Going viral on TikTok is an incredible opportunity, but it's not a guarantee of long-term success. The brands that win are the ones that look beyond the initial moment and build strategies that keep customers coming back.
The next time a product takes off on TikTok, retail leaders should ask themselves one key question: What is the plan for tomorrow? That's where real success begins.
Samyr Laine is the managing partner and GP at Freedom Trail Capital, a company that helps launch, manage and scale billion-dollar businesses and brands.
Samyr Laine is an investor, Olympian, brand builder and operator with a background in sports & entertainment. He is currently Managing Director and GP of Freedom Trail Capital, former SVP of Operations & Strategy at Westbrook, and former Senior Director of Operations at Roc Nation. Prior to working on celebrity ventures for Will & Jada Pinkett Smith (at Westbrook) and JAY-Z (at Roc Nation), Samyr worked in the sports industry at Major League Soccer and Monumental Sports & Entertainment. He also finished 10th at the London 2012 Summer Olympics in the triple jump representing Haiti after getting degrees from Georgetown Law, The University of Texas & Harvard University.
