With platforms like TikTok and Instagram increasingly shaping consumer behaviour, small businesses now have the potential to reach mass audiences without traditional marketing budgets. In some cases, a single post can transform a local venue into a viral destination almost instantly. However, going viral does not happen by accident, instead it is often the result of specific content strategies, audience behaviours, and the ability to scale operations quickly.
Keen to help small businesses better understand how to increase their chances of going viral on social media, and what to prepare for if they do, Amir Gabay, Co-CEO of Hopp by Wix evaluates the key factors behind how businesses can break through online.
Create visually distinctive content
“One of the most important drivers of virality is creating content that immediately stands out in fast moving social feeds. Businesses that succeed online tend to offer something visually unexpected, or even controversial, whether that’s authentic behind the scene videos or visually satisfying moments in how products are made. On platforms like TikTok, which has over 1.99 billion monthly active users globally, users often decide within seconds whether to keep watching, meaning strong visual hooks are essential. The most effective posts are simple, instantly understandable, and designed specifically for users to stop scrolling, with top performing videos frequently reaching millions of views within days without paid promotion.” [1]
Design products or experiences that are instantly understandable
“Virality often depends on how quickly a viewer can understand what a business is offering. Concepts that are overly complex or require explanation tend to underperform compared to those that communicate their value instantly. Whether it’s a unique service, or immersive store experience, businesses that clearly fill a gap in the market are far more likely to capture attention and be shared. This clarity is especially important for short-form video platforms like TikTok, where the better performing content can quickly reach audiences of millions through algorithmic distribution.”
Encourage customer generated content and reviews
“Much of today’s viral reach is driven not by brands themselves, but by customers sharing their own experiences online. Businesses that actively encourage user generated content, through visually appealing spaces, branded moments, or simple prompts to share and tag, significantly increase their chances of exposure. Research shows that a majority of younger consumers discover new products and venues through social media before visiting in person, meaning each customer has the potential to act as a distribution channel.[2] When customers become content creators, each visit can generate multiple pieces of organic marketing that extend far beyond the business’s immediate location.”
Leverage short form video platforms like TikTok
“Short videos continue to be the dominant format for discovery and virality. Platforms such as TikTok and Instagram prioritise engaging, watchable content that captures attention within the first few seconds. Businesses that consistently post authentic, engaging videos significantly increase their chances of reaching large audiences without paid promotion. Trends, sounds, and simple storytelling formats also play a key role in boosting visibility, with even small accounts able to achieve millions of views when content aligns with platform behaviour.”
“For brands that solve a clear problem, “before and after” style videos are particularly effective, as they provide a quick, visual demonstration of the value the brand holds, making it easier for viewers to understand the benefit and feel motivated to purchase.”
Prepare operations for sudden demand spikes
“While going viral can drive significant exposure, it can also create operational challenges for unprepared businesses. Sudden increases in footfall or orders can lead to long queues, stock shortages, and strain on staff and supply chains. In many cases, viral food and retail content has been shown to translate directly into real world demand, with businesses experiencing rapid surges in visits after exposure on social platforms. It is advised that businesses should consider scalability in advance, ensuring they can respond quickly if demand increases unexpectedly. The difference between a short-lived viral moment and sustained growth often depends on how effectively a business can manage and capitalize on that particular spike in attention.”
Amir Gabay, Co-CEO of Hopp by Wix concludes:
“Social media has fundamentally changed how small businesses can grow in 2026. In the past, reaching large audiences often depended on significant marketing budgets, but today a well timed and planned post can create the same impact organically. The businesses that perform best online are those that understand how people consume content, making their offering easy to grasp, visually compelling, and simple to share. However, visibility is only part of the equation, going viral can generate huge demand in a very short space of time, so businesses need to think beyond the post itself and ensure they are prepared to turn that attention into long term customer growth.”