The influencer marketing landscape has changed dramatically over the past decade, but one thing remains the same: going viral is the golden ticket. A single video, meme, or soundbite can catapult someone from total obscurity to social media stardom overnight.

And when that happens, brands take notice.

Companies are always on the lookout for the next big influencer, and viral stars often seem like the perfect partnership. They’re fresh, they’re trending, and they come with a built-in audience that’s already paying attention. But while viral fame brings massive exposure, it also comes with risks that brands can’t afford to ignore.

So, should you jump on the latest viral sensation? Or will that TikTok star of today be completely irrelevant by next month? Let’s dive in.

Going Viral Then vs. Now: How the Game Has Changed

Once upon a time, going viral was a stroke of luck. Think back to the early days of YouTube and Facebook—videos like Charlie Bit My Finger, Dramatic Chipmunk, or Ain’t Nobody Got Time for That gained millions of views, but their creators never set out to become influencers. These were one-hit wonders, and back then, virality didn’t automatically translate into long-term success.

Fast forward to today, and the entire system is designed to make people go viral. TikTok, Instagram Reels, and YouTube Shorts are engineered to amplify engaging content, meaning someone with zero followers can rack up millions of views overnight.

But unlike the past, today’s viral sensations aren’t just viral—they’re brand-ready. The moment someone starts trending, the DMs from companies start rolling in. Some viral creators seize the opportunity, turning their fleeting fame into full-time careers. Others, however, burn out just as quickly as they blew up.

Take a look at some recent viral sensations:

✅ Jules Lebron (“Very demure, very mindful”) – A random street interview turned her into a TikTok icon, with brands scrambling to align with her hyper-elegant persona.

✅ Hawk Tuah Girl (Hailey Welch) – A single viral moment turned her into an internet legend, sparking brand deals before audience fatigue set in.

✅ Corn Kid (Tariq) – His wholesome love for corn landed him sponsorships with Chipotle, Green Giant, and even a tourism campaign.

Virality today is a launchpad for potential success, but it’s not a guarantee.

Why Brands Love Viral Influencers

When someone goes viral, their social media accounts explode with engagement. Their comment sections turn into fan hubs, their follower count skyrockets, and their content is everywhere.

For brands, this presents three key advantages:

1. Instant Exposure

A single viral video can attract millions of views in hours. Unlike traditional influencer partnerships, which require time to build momentum, viral influencers come with an audience that’s already glued to their content.

📌 Example: Popeyes jumped on the “Girl Dinner” trend the moment it took off, launching a branded meal that instantly became part of the cultural conversation.

2. Cultural Relevance

Influencers don’t just follow trends—they create them. By collaborating with them at their peak, brands get to ride the wave of viral culture and appear in-the-know to younger audiences.

📌 Example: When Francis Bourgeois, the trainspotting TikTok star, went viral, Nike and North Face were quick to integrate his quirky enthusiasm into their campaigns, making their brands feel more authentic and relatable.

3. High Engagement (for a Lower Cost)

Viral influencers—especially those who are new to the game—often charge less than established creators. This means brands can get big exposure for a fraction of the cost.

📌 Example: Early deals with influencers like Addison Rae and Emma Chamberlain were incredibly cheap compared to what brands would pay today. Those who partnered early got huge returns on small investments.

For brands looking to tap into trending conversations, viral influencers can be a goldmine—if you get in at the right time.

The Hidden Risks of Partnering with Viral Influencers

While viral creators offer huge opportunities, they also come with serious risks.

1. The “15 Minutes of Fame” Problem

Virality is a double-edged sword—just as fast as someone rises to fame, they can disappear from relevance. Many viral stars fail to maintain their audience’s attention, and brands that partner too late end up wasting their budget on someone who’s already fading.

📌 Example: Remember Hawk Tuah Girl? She became a cultural phenomenon overnight, but after too many brand deals, audiences quickly moved on. Brands that partnered late saw little impact.

✅ Solution: Move fast, but assess whether the influencer has long-term potential before committing to longer partnerships.

2. Audience Fatigue & Overexposure

Virality is like a wildfire—it burns bright, but fast. If an influencer gets too many brand deals in a short time, their audience loses interest.

📌 Example: Jules Lebron (“Very demure”) saw brands rushing to partner with her, but oversaturation led to declining engagement. When every post is an ad, followers stop paying attention.

✅ Solution: Be selective. If an influencer is already flooded with brand deals, their audience might be tuning out.

3. Reputation Risks

When an influencer blows up overnight, there’s little time to vet their history. Many brands have faced PR disasters after past problematic content resurfaced.

📌 Example: Several viral influencers have had brands back out after old posts or controversial takes were dug up by internet detectives.

✅ Solution: Before signing a deal, dig into their past content, engagement history, and overall brand fit.

How Brands Can Work with Viral Influencers (The Smart Way)

To avoid the pitfalls of viral partnerships, brands should follow these best practices:

✅ 1. Move Fast, But Vet First

Trends move quickly, so you don’t want to hesitate too long—but don’t skip the due diligence.

✔️ Check past content

✔️ Look for brand alignment

✔️ Monitor audience sentiment

✅ 2. Start with a Test Collaboration

Instead of signing a long-term deal immediately, test the waters with a one-off post or short-term campaign.

✔️ Measure engagement

✔️ See how the audience responds

✔️ Decide whether a longer partnership makes sense

✅ 3. Look Beyond Follower Count

A viral influencer might have millions of followers, but are people engaging with them?

✔️ Check comments and shares—are people excited or just tagging friends for the joke?

✔️ See if their audience aligns with your target demographic.

✅ 4. Keep It Authentic

If a viral influencer’s content doesn’t naturally align with your brand, don’t force it. Audiences can smell a forced partnership from a mile away.

📌 Example: A luxury watch company partnering with a fast-food meme influencer? Probably not a good fit.

Final Thoughts: Should Your Brand Work with Viral Influencers?

Brands should carefully consider working with viral influencers as it can be a double-edged sword. Viral influencers offer massive exposure and access to a large, engaged audience, which can boost brand visibility and sales. These partnerships help brands diversify their audience, and shows that they are attentive to trends on social media.

However, virality can be short-lived, and the influencer’s sudden rise to fame may not align with the brand’s values or long-term goals. Brands should assess an influencer’s credibility, audience relevance, and the sustainability of their popularity. If an influencer’s image aligns with the brand, the collaboration can be beneficial; if not, the partnership could backfire or feel inauthentic to consumers.

For brands that do want to team up with the next viral sensation, it’s imperative to move quickly. The brands that form these partnerships early are praised for their reactivity and cultural relevance, but too many brand deals becomes a lot for audiences to digest, forcing them into negative perceptions toward future brand deals.

At Lydia, we help brands identify, vet, and partner with the right creators—before the moment passes.

Want to make the most of influencer marketing? Let’s talk: lydia.so/brands