From Instagram to store counters, viral social media trends have turned into real sales waves for small and medium-sized businesses. This was the case with the ‘Strawberry of Love,’ which within weeks won over consumers and boosted revenue for bakeries across the country. For thousands of entrepreneurs, this type of phenomenon can be a valuable gateway to new customers, provided it is leveraged with planning.
According to Roger Klafke, a Competitiveness expert at Sebrae RS, monitoring social media is essential to identify consumer trends that can generate new opportunities. ‘These trends allow small businesses and micro-entrepreneurs to quickly launch products and reach audiences they might not have otherwise. But it’s important to think beyond one-time sales and use this moment to strengthen the brand and showcase the full portfolio,’ he explains.
The challenge is ensuring the product aligns with the business and production capacity. This involves managing inventory, selecting suppliers, using quality ingredients, and, most importantly, food safety. A good system for technical specifications and waste control helps maintain profitability, even during high-demand periods.
Another key aspect is order management and efficient use of sales channels. Delivery apps, Instagram, WhatsApp, and other platforms increase visibility but also require attention to fees and proper pricing. ‘It’s important to understand the actual cost of each product to avoid losing margin,’ emphasizes Klafke.
Finally, production organization is crucial. Automating processes where possible, standardizing recipes, and planning for supplies help meet sales peaks without compromising quality. Above all, it’s essential to recognize that every trend has a beginning, middle, and end. ‘The secret is to capitalize on the boom without being stuck with excess inventory when the wave passes,’ he details.
The success of the ‘Strawberry of Love’
With over 10 years in Porto Alegre, Maria Bolaria, located in Parcão, was surprised by the ‘Strawberry of Love’ trend, a social media sensation.
Traditionally specializing in homemade cakes, the bakery had always sold strawberry bonbons, but in modest quantities. ‘Everything changed overnight. At the launch of this novelty, the store sold over 500 units in just one day,’ says owner Analisa Simon.
The impact was immediate, with a significant increase in revenue, extra commissions for the team, and activity comparable to, or even exceeding, holidays like Easter and Christmas. The success also brought logistical challenges, such as ingredient shortages, rising strawberry prices, and the need to reinforce the team. To capitalize on the trend, the bakery included a complimentary mini cake for new customers on iFood, showcasing its main product and encouraging repeat purchases.
The result was 90% new customers on the platform and recurring orders for the strawberry itself. Today, Maria Bolaria maintains product quality, invests in training, and now stays open until midnight, with plans to become Porto Alegre’s first 24-hour bakery. For Analisa, the ‘Strawberry of Love’ is here to stay: ‘People really loved it—it wasn’t just an internet trend. It came like a whirlwind and transformed our store,’ she celebrates.
