My TikTok video went viral — what now?
Going viral on TikTok can be a thrilling experience. It’s happened to me — one of my videos got 38-million views, and another got seven-million.
Kitty (Trapeze Media’s founder and director) invited me to join the agency as a social media manager and content creator at the start of the summer of 2023, which is how I came to be writing this post about the pros and cons of getting big on the explosively popular video-sharing app.
@lilyknottmusic who came up with this💀 #burtsbees #beezee #burtsbeeschallenge #burtsbeeseyelid #beezer #escapism #raye #szasos #fyp ♬ Escapism. - RAYE & 070 Shake
One of my videos accumulated 38-million views
The pros of going viral on TikTok
Instant fame and recognition: having a TikTok video hit the big leagues will get your content seen by hundreds of thousands, even millions of users, and, suddenly, you’ll become a recognisable figure amid the platform’s enormous user base. This immediate (albeit fleeting, often) stardom can open up exciting opportunities for collaborations, sponsorships, and even potential career paths as an influencer or content creator.
Increased following: a viral video can lead to a substantial increase in your follower count, allowing you to grow your community and share future content with a larger audience. This newfound popularity can be leveraged to spread positive messages, raise awareness for causes, promote projects, or highlight your company’s ethos, values, products, or services.
A boost in confidence: there’s no denying that virality can feel incredibly validating, and give you self-assurance in your creative talents and originality. Positive feedback and encouraging comments can inspire you to continue making videos which resonate with your audience.
Possibility of monetisation: a rapidly-grown audience might make your TikTok account eligible for monetisation. This could involve brand partnerships, sponsored content, or participation in TikTok’s creator fund, potentially turning your passion for content creation into a source of income.
@lilyknottmusic nana’s wardrobe pt.1💫 who wants a haul of what i got👜👢 #clotheshaul #wardrobegoals #ukfashion #CloseYourRings #fyp ♬ Where You Are (feat. WILLOW) - PinkPantheress
Another of my videos scored seven-million views
How Little Moons scored success on TikTok
Ice cream brand Little Moons opened a TikTok account to help generate interest in their company organically during the earlier days of being in business.
They created captivating, genuine content that felt natural, authentic, and well-fitted for TikTok, while increasing demand for their products both on and off the app.
Little Moons’ engagement on TikTok skyrocketed as its quickly-growing community shared their own videos featuring the ice cream, helped in part by the immense popularity of food-related content on the platform.
@littlemoonsmochi Going to big Tesco in search of Little Moons. Join in! 😍 #littlemoonsmochi #littlemoons #tesco #fyp #bigtesco #viral ♬ original sound - Little Moons
Little Moons also ran a One Day Max In-Feed Ad to reach a larger audience and prompt even higher engagement. This TikTok ad format appears among the first advertisements and posts seen by users on their ‘For You’ feeds. One Day Max In-Feed Ads largely look like regular videos, so they can convey the core message of a campaign in a very natural way. They also give marketers the freedom to test creative ideas which prioritise inspirational, engaging, and entertaining content over hard selling.
In this instance, Little Moons produced an intriguing ad informing viewers that they can buy the dessert at their nearby Tesco, as well as a tip for enjoying your snack once you’ve bought it.
The ingeniously-written instructions in the ad stated that, after taking your Little Moons out of the freezer and waiting five minutes, you may “bite it, squish it, stretch it, love it,” followed by a mouthwatering description of “creamy handmade gelato tenderly wrapped in delightfully-delicate mochi dough.”
This video stirred up a lot 'FOMO' (fear of missing out), as users wanted to try the dessert for themselves, and there was a novelty factor due to it being relatively new to the supermarket shelves.
1,300% increase in sales
6.9-million impressions
310K followers
The #littlemoons tag has over 150.7 million views as I write this (mid-2023), while #littlemoonsmochi has been viewed more than 107.7 million times. The brand’s TikTok account has at least 6-million likes across all of its videos, and over 310K followers.
As if all of this wasn’t enough, Little Moons achieved their highest sales week ever in UK supermarkets during the February in which they scored viral success, with sales at Tesco jumping 1,300% compared to the same time in December.
The sense of FOMO was amplified by TikTok users posting videos about how Little Moons were always out of stock, sparking a ‘wild goose chase’ online as people hunted through shops to find what had become Britain’s most sought-after dessert.
Little Moons instantly reaped the benefits of their captivating content and overnight TikTok success, but this unexpected prosperity came with some pitfalls. The obvious problems are logistical: keeping up with new orders, managing press enquiries, and curtailing anger in response to unmet demand. But TikTok virality has some distinct issues, too.
The cons of going viral on TikTok
The pressure to replicate the success of a viral video: it can be overwhelming. You may feel compelled to create similar content to maintain your newfound popularity, which could stifle your creativity and lead to boredom and burnout, both for you and your followers.
Trolls and hate comments: they’re everywhere. As you reach expands, you’ll inevitably attract a broader range of opinions, including negative ones. Dealing with online trolls and hateful replies can be emotionally draining, and may take a toll on your mental well-being.
Short-lived fame: TikTok’s trends and viral phenomena change almost daily, so it’s not unusual for someone to get over a million views on one video, and then a mere couple-thousand on everything else they upload. Hooking and keeping followers is tough in such a fast-paced online space.
Copyright and legal issues: using copyrighted material or violating TikTok’s content guidelines without realising can result in copyright claims or even account suspension. Navigating the platform’s rules and regulations is crucial but complex.
Little Moons received an enormous amount of publicity, which undoubtedly benefitted their business and allowed them to maintain a high level of profitability.
However, as I write this, they don’t have nearly as many views or impressions as they once did, and they’re not expanding their fan base at the same rate as during their viral stint.
Regardless, they’ve certainly earned some lifelong customers, are more widely-known than they would have been without that ‘five minutes of fame’, and have a generally strong social presence across all main platforms.
Going viral on TikTok is an electrifying experience that can catapult you into the spotlight and open doors to exciting opportunities, but it’s essential to recognise that viral fame comes with its own set of challenges, such as pressure, privacy concerns, and negative comments.
As a content creator, it’s highly important — for you and your audience — to stay true to your creative vision in spite of any viral breakouts you might experience.
Remember: TikTok is just one platform, and success isn’t solely defined by your view or follower counts. Stay authentic, create content that you love, and use your influence responsibly.
