So you went viral. What next?

So you went viral. What next?

Your franchise brand just had a viral hit, and you’re now in the very enviable position of having a spike in national attention (hello, Popeyes). But how do you capitalize and respond?

Keep up to date with the latest Global Franchise News sent straight to your inbox. Sign up here.

You’ll have to act fast. The last thing you want to do is be caught flat-footed, and have someone else steal your thunder. The good news is that even though you can’t plan for the exact moment, you can plan for the situation with these tips:

1. Don’t be the last to find out! Going viral happens fast and unpredictably. Having a team monitor trends and pay close attention to how people interact with your brand daily is key. This team will also lead the charge in ensuring a quick response once the moment has arrived.

Takeaway: Stay vigilant and have a trusted team ready to strike.

2. After analyzing how people are interacting with your viral moment, it’s important to engage the audience. This can be the first time new consumers are exposed to you, and you don’t want them to feel ignored. Small engagements can go a long way, showing appreciation for the moment and making sure they know you care. These can be as simple as responding to social media posts or video comments.

Takeaway: Be responsive and engage your audience.

3. All publicity is good publicity, right? Almost. While going viral may generate a ton of interest in your brand, ensuring that your responses and follow-up marketing align with your brand identity is crucial. After all, your moment in the spotlight is an opportunity to share your company’s values and principles.

Takeaway: Steer the narrative to reflect your brand identity as closely as possible.

4. Communicate a consistent messaging strategy to your network! Franchisees will be looking to you for direction, so make sure you’re telling them how to leverage this attention at a local level in a way that maintains brand alignment. This brand-wide response can be amplified through paid media as well, adding longevity and increased awareness to the moment.

Takeaway: Leverage the moment with clear franchisee direction and paid marketing amplification.

5. Your viral moment won’t last forever. It’s important to coordinate a plan to follow up. Have a clear call-to-action (CTA) to lead consumers to the next step in their awareness or purchasing journeys. Prioritize the audiences that are most important to you and target them with the right message, products and services while tying back to the original viral moment.

Takeaway: Create a clear CTA to ensure consumer engagement extends beyond the viral moment.

One other thing. Don’t be afraid to capitalize a bit on someone else’s moment. Viral sensations are rare, and they may not happen for your brand. Find clever ways to insert yourself into a conversation or give proper recognition where it’s due. That can go a long way with an audience you may not have in your grasp already.


Patrick Crawford is vice president of strategic marketing at Scorpion Internet Marketing

Keep up to date with the latest Global Franchise News sent straight to your inbox. Sign up here.

you may be interested in

franchise directory

  • TaxAssist Accountants

    Business & Professional Services, Financial Services, <100K, Featured

  • Cafe2U

    Food & Catering, Coffee, Take-away, <100K, Featured

  • 800 Pizza

    Food & Catering, Fastfood, Pizza, Take-away, Featured

view more
Connect with Linkedin Logo
Global White Logo Click Here
Close button


Any of the information we collect from you may be used in one of the following ways: To personalize your experience (your information helps us to better respond to your individual needs) To improve our website (we continually strive to improve our website offerings based on the information and feedback we receive from you) To improve customer service (your information helps us to more effectively respond to your customer service requests and support needs) To process transactions your information, whether public or private, will not be sold, exchanged, transferred, or given to any other company for any reason whatsoever, without your consent, other than for the express purpose of delivering the purchased product or service requested. To administer a contest, promotion, survey or other site feature To send periodic emails The email address you provide for order processing, will only be used to send you information and updates pertaining to your order. Note: If at any time you would like to unsubscribe from receiving future emails, we include detailed unsubscribe instructions at the bottom of each email.


We implement a variety of security measures to maintain the safety of your personal information when you place an order or enter, submit, or access your personal information We offer the use of a secure server. All supplied sensitive/credit information is transmitted via Secure Socket Layer (SSL) technology and then encrypted into our Payment gateway providers database only to be accessible by those authorized with special access rights to such systems, and are required to keep the information confidential. After a transaction, your private information (credit cards, social security numbers, financials, etc.) will not be stored on our servers.


Yes (Cookies are small files that a site or its service provider transfers to your computers hard drive through your Web browser (if you allow) that enables the sites or service providers systems to recognize your browser and capture and remember certain information. We use cookies to help us remember and process the items in your shopping cart, understand and save your preferences for future visits, keep track of advertisements and compile aggregate data about site traffic and site interaction so that we can offer better site experiences and tools in the future. We may contract with third-party service providers to assist us in better understanding our site visitors. These service providers are not permitted to use the information collected on our behalf except to help us conduct and improve our business.


We do not sell, trade, or otherwise transfer to outside parties your personally identifiable information. This does not include trusted third parties who assist us in operating our website, conducting our business, or servicing you, so long as those parties agree to keep this information confidential. We may also release your information when we believe release is appropriate to comply with the law, enforce our site policies, or protect ours or others rights, property, or safety. However, non-personally identifiable visitor information may be provided to other parties for marketing, advertising, or other uses.


Occasionally, at our discretion, we may include or offer third party products or services on our website. These third party sites have separate and independent privacy policies. We therefore have no responsibility or liability for the content and activities of these linked sites. Nonetheless, we seek to protect the integrity of our site and welcome any feedback about these sites.


We are in compliance with the requirements of COPPA (Childrens Online Privacy Protection Act), we do not collect any information from anyone under 13 years of age. Our website, products and services are all directed to people who are at least 13 years old or older.


This online privacy policy applies only to information collected through our website and not to information collected offline.


Please also visit our Terms and Conditions section establishing the use, disclaimers, and limitations of liability governing the use of our website at


By using our site, you consent to our online privacy policy.


If we decide to change our privacy policy, we will post those changes on this page


If there are any questions regarding this privacy policy you may contact us using the information below. All correspondence relating to the Website should be sent to: Global Franchise 21/23 Phoenix Court Hawkins Road Colchester Essex CO2 8JY Email: