Navigating Consumer Expectations and Post-Viral Adaptation

For a small business, going viral might sound like a good thing. But when a TikTok video turns a shop into an overnight success, that attention can come with major challenges. 

On today’s Big Take podcast, host Sarah Holder visits small business owners riding the wave of overnight success, and explores the economics of virality with Amanda Mull.

Read more: 

• How Online Influencers Got Addicted to Swedish Candy
• Amanda Mull’s “Buying Power” column

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