We’ve all seen it — a small brand blows up overnight on TikTok, sells out its entire product range in hours, and becomes the name on everyone’s lips. It’s the dream, right?
However, going viral is just the beginning. If you want that moment to turn into lasting success, you need a solid PR strategy to back it up. At Orange PR, we work with fast-growing food and drink, health and beauty and lifestyle brands to make sure that viral fame isn’t a flash in the pan — but the start of something bigger.
Viral = Visibility, PR = Credibility
TikTok is amazing for visibility. It can catapult you into the spotlight with authentic, creative content and spark huge demand. But that attention can be short-lived unless you take steps to build credibility and control your story which is where PR comes in.
PR gives brands authority. It takes that social buzz and amplifies it through trusted print, online and broadcast media channels — think national press, consumer magazines, trade publications and podcasts. This kind of coverage reinforces your brand’s legitimacy and builds long-term trust with your audience.
The TikTok effect: Fast growth needs strong foundations
Viral moments can lead to a sudden influx of interest which is amazing but can also be overwhelming. Journalists may start calling, customers may want more detail, and new audiences will begin exploring your brand in ways you hadn’t planned for.
PR helps you stay ahead by crafting the brand’s narrative, ensuring the messaging is clear, consistent, and compelling across all platforms.
A PR agency also helps your brand to manage the media interest and keep this momentum up beyond your viral moment. Liaising with journalists, both proactively and reactively to secure positive media coverage, and shape how your brand is being talked about is an integral part of maximising the opportunity of a viral campaign.
A solid PR strategy will help to ensure your brand name is being kept in the conversation once the TikTok buzz starts to cool down and ensures that you’re capturing audiences you may be missing on the social media platform.
When a brand goes viral on TikTok and catches the attention of buyers, they’ll often do their research — and seeing credible, earned media coverage can be the reassurance they need to feel confident in the brand and make the decision to stock or list it.
From moment to movement
Let’s say you’re a food and drink brand that’s just gone viral for your signature sauce. Orders are flying in. But what happens next? PR ensures that your product isn’t just a one-hit wonder — it becomes part of a bigger brand story.
We’ll help you get features in top-tier titles, share your founder story, pitch for TV and radio, and align you with relevant influencers and thought leaders.
Whether you’re in food and drink, health and beauty, lifestyle, or a niche sector, PR turns that viral moment into a movement.
Ready to go from viral to valuable?
At Orange, we’ve seen first-hand how brands with sudden social fame can benefit from strategic PR. We’re based in Essex and work with lifestyle-led businesses across the UK and globally that want to build brand equity, not just grab headlines.
If you’ve recently had a viral moment (or hope to), now’s the perfect time to put a PR plan in place.
Let’s make the most of the momentum — and keep it going.