In the fast-paced world of social media, where trends are born and die within hours, a phenomenon has caught the attention of brands and digital marketing experts: unknown products becoming best-sellers almost instantly. A recent example shaking up the market is Labubus — a previously obscure item that skyrocketed in popularity thanks to the power of content creators on TikTok and Instagram.
This isn’t just luck. There’s a clear strategy behind this type of viral success, powered by organic marketing, microinfluencers, and the impulsive behavior of digital consumers. Understanding how it works is essential for brands looking to ride the viral wave and turn a simple product into a sales powerhouse.
The Strength of Organic Marketing on Social Media
Unlike paid campaigns, organic marketing is based on spontaneity and authenticity. On TikTok in particular, short vertical videos encourage immediate sharing and engagement. When a creator with thousands of followers shows a product like Labubus in a “natural” way — without it looking like a direct ad — the impact is immediate.
The algorithm of these platforms favors content that captures attention and generates comments. That’s why videos showing Labubus in use with exaggerated reactions, “miraculous” results, or before-and-after comparisons quickly gain momentum and are pushed to millions of users.
Celebrities and Microinfluencers: The Perfect Team for Virality
Often, virality starts small. A microinfluencer tests the product on video, their followers take interest, share it, and leave comments. Soon, another creator jumps on the trend — and before long, digital celebrities with millions of followers adopt it too.
In the case of Labubus, just three videos with over 500,000 views each were enough to trigger an explosion of interest. Influencers like @belezadabrunna and @coisasdetik showcased the product in action, highlighting its “hidden benefits” and creating FOMO (fear of missing out) among their audiences.
That feeling — the fear of missing a trend — is what drives instant buying behavior.
From TikTok to the Top of Google: The Search Surge Effect
When a product goes viral on social media, it creates a domino effect. Users who see Labubus on TikTok or Reels head straight to Google to find out where to buy it, read reviews, and get more information.
As a result, the product’s name begins climbing in Google’s search suggestions. This boosts the rankings of online stores that already have optimized pages using long-tail keywords like “where to buy original Labubus” or “does Labubus really work?”
This convergence of social media and SEO is one of the greatest strengths of modern digital marketing. When executed well, it can transform clicks into sales within hours.
The Role of Comments and Social Proof
Another key element that accelerates the success of viral products is social proof. Positive comments, excited reactions, reposts, and “honest reviews” build a sense of trust around the product.
With Labubus, dozens of videos began to appear showing “tests,” before-and-after comparisons, and user testimonials claiming they would “never go without it again.” This helps remove the initial hesitation that often blocks impulse buying.
Even better: organic engagement pushes these videos further in the algorithm, creating a self-sustaining viral cycle.
How Brands Can Prepare for the Visibility Avalanche
Brands looking to replicate Labubus’ success need to be prepared on three fronts:
- Optimized Google Presence: A fast landing page with strong SEO and informative content that captures the traffic generated by viral videos.
- Strategic Influencer Partnerships: Investing in microinfluencers is more affordable and often more effective than working with big-name creators. Authenticity matters more than fame.
- Trend Monitoring: Keeping an eye on what’s trending on TikTok, Reels, and Shorts allows you to act fast and adapt your messaging to what users are consuming in real time.
Labubus: A Case Study in Modern Consumer Behavior
Labubus isn’t an isolated case. Products like Gua Sha tools, essential oils, miracle brushes, and even viral snacks have followed similar paths. But what sets Labubus apart is the method, consistency, and smart content strategy behind its rise.
Today’s consumers trust digital communities more than traditional advertising. That’s why brands looking to grow must see TikTok and Instagram not just as platforms — but as engines for real sales.
Trend or the Future?
Digital influence is no longer just a bonus — it’s the main engine behind many product launches. The speed at which a product like Labubus goes from unknown to trending topic shows how traditional marketing needs to evolve.
By combining the spontaneity of social media with a smart SEO and influencer strategy, brands can spark true sales explosions — and with far less budget than legacy ad campaigns.
If you’re building a brand or launching a product, ask yourself: is your strategy ready for the next viral video?
