How Brands can Utilise the Viral Influencers Trend

Social media has changed the way we discover content. The "TikTokification" of digital platforms means that content is more tailored than ever, making it easier for new influencers to emerge overnight. Algorithms now act as digital talent scouts, launching everyday social media users into the spotlight with a single viral video.

But what does it really mean to go viral in 2025? And how does this rapid rise impact influencer marketing strategies for brands? In this blog, we’ll explore the evolution of viral fame, the risks and rewards of partnering with these creators, and actionable steps for brands looking to capitalise on digital stardom.

Going Viral: Then vs. Now

In the early 2010s, viral content was more of a cultural phenomenon than a stepping stone to full-time influence. Videos like Charlie Bit My Finger or Dramatic Chipmunk spread across the internet but didn’t lead to long-term careers for their creators. Back then, there was no structured monetisation or brand partnership ecosystem for viral stars.

Fast-forward to today, and the landscape has completely changed. The rise of platforms like TikTok, Instagram Reels, and YouTube Shorts means virality is now a career launchpad. Content creators like Addison Rae and Khaby Lame started with a single viral moment and turned it into full-time careers, raking in millions through sponsorships, brand deals, and product collaborations.

Recent examples like Jools Lebron (Very Demure, Very Mindful) show just how quickly viral figures can dominate the internet. One interview clip or trending catchphrase can snowball into millions of followers, brand deals, and media appearances in a matter of weeks.

For brands, this rapid trajectory presents both an exciting opportunity and a potential risk.

Why Brands Partner with Viral Influencers

1. Cultural Relevance

Influencers who go viral become the trend. They tap into cultural moments, making them highly relevant to engaged audiences. Partnering with these influencers allows brands to attach themselves to fast-moving conversations and increase relatability with consumers.

💡 Example: When Corn Kid went viral for his wholesome love of corn, Chipotle quickly leveraged the trend, launching a limited-time "Corn Kid Bowl" and collaborating with the young influencer for a lighthearted campaign. The result? Increased brand engagement and organic virality.

2. Rapid Awareness & Engagement

Viral influencers experience an explosive surge in followers and engagement, providing brands with instant exposure. Instead of building an audience from scratch, brands can piggyback off the influencer’s sudden rise.

💡 Example: Dylan Mulvaney’s viral TikTok series documenting their gender transition led to collaborations with major brands like Nike and Bud Light. While controversial, the partnership demonstrated the power of aligning with influencers who command strong audience attention.

3. Cost-Effective Impact

Viral influencers often begin their career without management, meaning brands can strike deals before they establish high price tags. Compared to working with established mega-influencers, these partnerships can deliver substantial reach for a fraction of the cost.

💡 Example: Haley Welch (Hawk Tuah Girl) exploded into virality overnight, receiving millions of views. (I get what you’re thinking… “is there not a better example to talk about?” Seems as though anything can go viral these days).

Brands that moved quickly capitalised on the moment before she became widely commercialised, securing high engagement at a lower cost than seasoned influencers.

The Risks of Partnering with Viral Influencers

1. Lack of Vetting & Uncertain Longevity

Unlike seasoned influencers who have cultivated their brand over time, viral creators may not have a consistent content strategy or clear audience insights. Brands that move too quickly without proper vetting may end up with partnerships that don’t align with their values or long-term goals.

💡 Example: Multiple brands partnered with "Island Boys" after their viral freestyle video, only to later distance themselves due to their unpredictable behaviour and controversial actions.

2. Short-Lived Popularity & Overexposure

Not all viral sensations can maintain relevance. Some trends fade just as quickly as they rise, leading to influencer fatigue. If brands jump in too late, they risk being part of a declining trend rather than driving momentum.

💡 Example: Hawk Tuah Girl saw massive interest initially, but excessive brand partnerships and repeated jokes led to audience fatigue. Some brands partnered too late and saw diminishing returns.

3. Legal & Compliance Concerns

Viral influencers may not be familiar with advertising laws, leading to potential compliance issues with sponsorship disclosures. Additionally, unclear contracts or brand expectations can create legal complications.

💡 Tip: Always ensure influencers disclose partnerships properly and have a clear understanding of the contract terms before launching a campaign.

How to Successfully Partner with Viral Influencers

1. Move Fast—But Not Recklessly

Brands need to act quickly to capitalise on viral moments, but that doesn’t mean skipping due diligence. Ensure the influencer’s content, audience, and values align with your brand before signing any deal.

2. Look Beyond Follower Count

High follower counts don’t always equate to strong engagement. Focus on audience interaction, comment sentiment, and the influencer’s potential for longevity.

💡 Pro Tip: If the influencer’s comments are filled with praise for their personality and storytelling ability, they may have staying power beyond their viral moment.

3. Test with Short-Term Collabs First

Instead of diving into long-term contracts, start with a small campaign or single post to gauge engagement and brand fit.

💡 Example: Brands like Duolingo often collaborate with trending influencers in a fun, low-commitment way before committing to ongoing partnerships.

4. Balance Risk vs. Reward

Consider the potential risks of partnering with a viral creator. Could their content become controversial? Will their fame fade quickly? Weigh these factors before making a decision.

5. Align with the Right Audience

Not every viral influencer fits every brand. Ensure their audience overlaps with your target consumers before launching a campaign.

💡 Example: If your brand targets Gen Z, collaborating with a viral influencer with a Millennial-heavy following might not yield the best results.

Final Thoughts: Should Brands Work with Viral Influencers?

Partnering with viral influencers can be a high-reward strategy, but it comes with risks. These creators offer immediate exposure, cultural relevance, and engagement, but brands must vet them properly, move quickly, and ensure alignment with their values.

If done right, these partnerships can lead to incredible brand moments. If done wrong, they can feel forced or backfire. The key is strategic speed—acting fast but with careful thought.

Are you looking to capitalise on the next viral sensation? At Lydia, we help brands find and partner with the right influencers—balancing speed, strategy, and authenticity.

Let’s talk about how we can make influencer marketing work for you.