How To Make A Product Go Viral | EDITED

In the internet age where unassuming TikTok videos blow up in a matter of hours, finding the recipe for viral success seems to be a case of potluck. But with retailers like Zara and Cult Gaia creating repeat hits and managing demand, there is a deliberate formula to success. 

This article looks at the three Ps – production, pricing & promotion – and outlines how retailers can harness EDITED data to create viral success.

Want a more in-depth look into how our game-changing data works? Reach out for a free demo today. 

Key Takeaways

• Invest in dopamine hues and eye-catching prints that stand out on social media posts. Retailers should increase investment in trending items currently seeing sell outs with no discounting, which, combined with a strong marketing strategy, can increase the chances of a product going viral.

• Retailers should produce limited production runs of items to quickly identify fast-moving products and increase the chance of full price sell outs. This enables trending items to be replenished and updated in new colors/prints with a short turnaround time, the strategy behind many of Zara’s viral items – including its recent pink satin dress.

• A common thread among viral products is a surprisingly affordable price point for either quality or the retailer. For instance, Aritzia’s viral Melina pants are competitively priced 30% below the median advertised full price of all leather pants in stock on May 28th, 2022.

• Increase consumer demand by previewing upcoming launches and enabling customers to sign up for notifications when their size comes back in stock. Ecommerce retailers should also take inspiration from ASOS and highlight current trending styles on its ecommerce websites and apps to create a sense of urgency.

Defining Viral

EDITED classifies a product as having gone viral as being when it is worn by a substantial number of influencers and prominent celebrities and, as a result, receives widespread attention through both new and traditional forms of media. This, in turn, leads to instant and/or multiple sell outs and replenishments that cement its demand by consumers.

Product

The ‘Hype and Demand’ Model

On the flip side, retailers could also use directional pieces to create viral attention and use them primarily for editorial pieces, while opting for more commercial items in their main collection to drive sales. An Instagram account called @asbos_sos regularly pokes fun at a range of ASOS products that cause controversy, demonstrating how this model can be used to create a buzz online. Should retailers opt for this marketing strategy, they should invest in low quantities and not expect sell out results. 

Managing Supply

As products go viral online quickly, retailers need an agile strategy to sense demand and react swiftly. Brands should make limited production runs of one item to easily spot the products that are moving fast, thus enabling them to increase the chance of sell outs at full price. For many fast-fashion leaders, products can be replenished or updated in new colors/prints within one to two weeks. By adopting this small scale approach to trends, retailers can quickly react to demand and pivot production accordingly.

For smaller, independent brands, a pre-sale model can help identify interest and generate buzz around new launches. Cult brand, House of Sunny, has seen success with this model, which has resulted in many of its items going viral.

Images via House of Sunny

Pricing

Affordability

A typical highlight among viral products is a surprisingly affordable price point in relation to either quality or the retailer. For instance, Aritzia’s vegan leather Melina pants, priced at $148, sit 30% below the median advertised full price of $192.68 for all leather pants in stock on May 28th, 2022 across all US retailers.

Customers are Willing to Pay More for Trending Styles

For almost all retailers, aside from PrettyLittleThing in the UK, dresses that arrived between January 4th – May 4th, 2022 and saw a first majority sell out with no advertised discount, did so at a higher price than the median advertised full price of all dresses, indicating that customers are willing to pay more for products that are in demand. In particular, in the US, both Forever 21 and Mango are seeing their dresses sell out at prices 25% higher than their median advertised price.

Promotion

Previews & Coming Soon

If your brand doesn’t offer pre-orders, build hype around upcoming launches by previewing them on your website and social media platforms. When product sizes sell out, encourage your customer to sign up to receive an email or app notification when the product is back in stock.