Deze blog is een van de twee winnaars van de SWOCC x BrandCom blogwedstrijd 2025 (1e editie) in samenwerking met het master keuzevak Brand Communication aan de Universiteit van Amsterdam.
Have you ever seen a brand go so viral that suddenly, everyone is talking about it? From the cheese soufflé sandwich craze at Fort Negen to the explosion of the hashtag #TikTokMadeMeBuyIt, which has fueled millions of purchases, TikTok is reshaping consumer behavior. Some brands master this strategy, Ryanair uses personalization through humor and sarcasm to engage audiences. Others, like HEMA, win major branding awards for their creative and authentic Gen Z-focused TikTok approach. But why do some brand strategies go viral while others flop?
WHAT IS THIS BLOG ABOUT?
- How short-form video platforms prioritize personalization to drive engagement
- What makes viral advertising strategies on TikTok effective
- How audience personality influences viral advertising strategies on TikTok
- Why going viral increases purchase intention
THE RESEARCH
A study by Chu, Deng, and Mundel (2024) surveyed 413 TikTok users in the U.S. who engage with brands to understand what makes brand videos go viral and lead to purchases. The study found that personalization (tailoring content to user preferences) enhances perceived creativity (original and relevant content) and authenticity (genuine and real messaging). These factors increase viral behavioral intentions, where users like, comment, and share brand content, ultimately driving purchase intention (the need to buy a brand’s products). Interestingly, people with a stronger need for uniqueness (the desire to stand out through their purchases) are even more likely to engage with personalized brand content.
WHAT SHOULD BRAND MANAGERS DO?
To increase purchase intention, brand managers should leverage viral tactics. With nearly 1 billion unique monthly visits dominated by Gen Z, and its status as the world’s most downloaded app, TikTok stands out as the ideal platform for brands to go viral using the following strategies:
- Leverage TikTok’s algorithm for personalization: Tailored videos feel fresher and more real, making users more likely to interact. Use AI-driven targeting to land content on users’ For You Page with tools like TikTok’s Symphony AI Assistant.
- Prioritize creativity and authenticity: The more a video stands out and feels genuine, the more likely it will drive higher engagement. Develop unique and creative on-trend campaigns that seamlessly blend with TikTok’s organic content. Get inspired by these creative TikTok content ideas.
- Know your audience: Users with a strong need for uniqueness engage more with standout, personalized content. Instead of generic demographics, focus on behavioral targeting to match content with user preferences. Use TikTok Audience Insights to understand their interests.
- Use virality to drive sales: People don’t just engage with viral content, they buy the products. Learn from brands already succeeding on TikTok by checking out top-performing viral branding strategies.
IN A NUTSHELL
Personalized content is essential for encouraging consumers to share brand content. In today’s digital world, social media is a powerful branding tool, if used correctly. Brands that prioritize personalization, creativity, and authenticity, while understanding their audience’s preferences, have the formula for viral brand success and, in turn, can increase purchase intention.
WANT TO LEARN MORE?
This blog is based on the following article:
Chu, S.-C., Deng, T., & Mundel, J. (2024). The impact of personalization on viral behavior intentions on TikTok: The role of perceived creativity, authenticity, and need for uniqueness. Journal of Marketing Communications, 30(1), 1–20. https://doi.org/10.1080/13527266.2022.2098364