You did it! You officially went viral.

That rogue idea you had for a video of your product worked. The confetti went off, the views rolled in by the masses (like that one time I downloaded Tinder for 24 hours - never again).

Then came the orders. You even sold out! Influencers called you their new "holy grail." Randoms posted unboxing videos in their cars. It was an ecommerce vendor's dream. But now it's been three weeks and... crickets.

You feel duped. Worse than being ghosted. And it's left you thinking, "What did I do wrong!?"

Oh baby. Nothing at all. This is the social media cliff: where hype dies, attention moves on, and brands that don't have a long-term strategy quietly fade into algorithmic oblivion. So, how do you avoid it? I'm glad you asked.

Here's the thing you need to understand. Virality does not equal longevity. Virality is a sugar rush. A one-night stand. It's exciting, intense, and gone long before the morning (or before you can screenshot your Shopify dashboard).

And while a viral moment might spike sales, it doesn't build a brand on its own. Because if we're honest, "TikTok made me buy it" is often code for "I bought it, used it once, and now it's in a drawer." Yeah, I'm looking at you, red velvet flavoured toothpaste.

If you want your business to be more than a flash in the FYP, you need a game plan for what happens after people rush to buy.

But first, why does the post-viral hangover happen?

No retention plan. You spent all your energy on the first sale and forgot to nurture repeat customers.

The product didn't live up to the hype. Ouch. TikTok can't save you from bad UX or meh quality.

You were known for one thing. People came for the gimmick, not the brand.

No community. Virality is volume. Longevity is loyalty. You need both.

So, here's how you build from the moment:

1. Turn customers into evangelists.

Encourage UGC after the purchase. Create a post-purchase experience that begs to be shared. This could be stunning packaging, a cheeky thank-you card, or a QR code that leads to a weird/funny/heartfelt video.

2. Capture their email (and their heart).

Set up smart lead-gen that feels native (think: "Want to be on the early list for our next drop?" instead of "Sign up now!"). Follow up with content that adds value, not just asks for more sales.

3. Don't just ride the trend. Start your own.

Create content formats you can own: recurring characters, visual hooks, signature humour. When people start recognising your brand without seeing the logo, you're on the right path.

4. Build the ecosystem, not just the product.

Think about how your hero product fits into a larger story. What's the next thing they need? What's the bigger transformation you're helping them achieve? Use post-viral momentum to introduce new SKUs, stories, and solutions.

5. Make retention feel cool, not clingy.

Use loyalty programs, exclusive drops, or behind-the-scenes content that rewards staying close. Don't just try to resell. Try to reconnect.

Last but not least, use the data before its cold.

Your viral moment gave you a treasure trove of insights-what messaging resonated, what creators clicked, what content format worked. So don't waste it!

Turn best comments into copy. Seriously. They're gold.

Run retargeting ads on people who interacted but didn't convert.

Segment your new customers and test follow-ups by product, creator, or UGC angle.

Long story short, going viral is a gift, but it's not a damn growth strategy. It's an opening act. To turn a one hit wonder into a long-term, you need to:

Build emotional stickiness

Keep showing up with content after the hype

Create moments worth staying for-not just ones worth sharing

Because TikTok may have made them buy it. But it's up to you to make them actually care.

-Sophie Randell, Writer