From Instagram to the store counter, viral social media trends have become true waves of sales for small and medium-sized businesses. It was the case of "Strawberry of Love," which in a few weeks won over consumers and boosted revenues in bakeries across the country. For thousands of entrepreneurs, this type of phenomenon can be a valuable gateway to new clients, as long as it is leveraged with planning.
According to Roger Klafke, a competitiveness specialist at Sebrae RS, monitoring social media is essential to identify consumer trends that could generate new opportunities. "These trends allow small businesses and individual micro-entrepreneurs to launch products quickly and reach audiences that they might not otherwise know about their businesses. 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 to ensure that the product is aligned with the business and production capacity. This involves inventory management, supplier selection, the use of quality ingredients, and, most importantly, food handling safety. A good technical sheet structure and waste control help maintain profitability, even during periods of high demand.
Another point is order management and the efficient use of sales channels. Delivery apps, Instagram, WhatsApp, and other platforms increase visibility, but also require attention to fees and proper pricing. "It is important to understand the actual cost of each product to avoid losing margin," reinforces Klafke.
Finally, the organization of production is decisive. Automating processes where possible, standardizing recipes, and planning supplies help to handle sales peaks without compromising quality. And, above all, it is necessary to recognize that every trend has a beginning, middle, and end. "The secret is to take advantage of the boom without having stock sitting idle when the wave passes," he explains.
The success of "Strawberry of Love"
With over 10 years of operation in Porto Alegre, Maria Bolaria, located in Parcão, was surprised by the trend of "Strawberry of Love," a social media sensation.
Traditionally specialized in homemade cakes, the confectionery has always sold strawberry chocolates, but in modest volume. "Everything changed overnight. During the launch of the new product, the store sold over 500 units in just one day," details owner Analisa Simon.
The impact was immediate, with a significant increase in revenue, extra commissions for the team, and a movement comparable to, or even greater than, Easter and Christmas. Success also brought logistical challenges, such as shortages of supplies, rising strawberry prices, and the need to strengthen 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 the achievement of 90% new clients on the platform and recurring orders from Morango itself. Today, Maria Bolaria maintains product quality, invests in training, and is already operating until midnight, with plans to become the first 24-hour bakery in Porto Alegre. For Analisa, the "Strawberry of Love" is here to stay: "People really liked it, it wasn't just an internet trend. It came like a hurricane and transformed our store," she celebrates.
