It is not my intention at all to keep poking the dam bear… or MAYBE it is. Anyway, if there is one thing we can’t deny, it is the fact that the whole ordeal is a great example of how virality can go both ways: it can be highly positive and beneficial, and it can also be destructive.
Let’s take a moment to revisit Stickergate 2.0
What is Stickergate?
First, we need to clarify that this is the second time the term “Stickergate” has been used to describe internet drama. Back in 2024, there was some drama on the Sticker Community thanks to an email sent by the Sticker Mule CEO that was very politically charged (not getting into that whole ordeal just because I ain’t looking for controversy).
And Stickergate 2.0 is also somewhat political, but in a different way.
Here we have a small business owner/creator who operates a sticker shop. One day, she decided to post a message that she received through her contact form, where someone from the other aisle of the political spectrum sent her a hateful message. It went viral, she made sales, and everyone was happy.
Some time later, this “hater” doubled down and started emailing the small business with even more hateful messages, now via email. More drama, more virality, more empathy, more sales… everyone was still happy. Until they weren’t.
Eventually, people started noticing small discrepancies in the emails… little things here and there… and suddenly, the “saga” ended when the small business emailed this person back, and the email bounced. All too convenient. And then came the plot twist: the email from the hater belonged to the small business owner herself… she had faked the whole interaction from start to finish, and another creator had proof of it.
And then is when everything exploded.
That is kind of the “short version.” Since then, the creator has admitted to faking it all, closed her shop, reopened it, made her social media accounts private, deleted all posts, and reopened her social media accounts (but comments are set so she approves them first). And one thing is certain: you can still find the whole ordeal online because the internet is forever.
Virality is Not All Roses
Now, let’s move on from that and talk about what matters: is virality worth it? The answer, as everything in marketing is more of a “maybe” than a “yes.”
Going viral can give you high visibility overnight, open doors, get people talking about your brand, and lead to an influx of followers and sales (just this creator allegedly made $ 6,000 out of this whole ordeal). However, the reality is that going viral can be a problem, depending on why something goes viral and how it frames your brand in the process.
When virality is built on authenticity, relatability, or genuine storytelling, it can create long-term connections and loyalty (as we have seen many times, such as in Reesa Teesa’s case last year). But when virality comes from controversy, outrage, or manipulation, no matter how “strategic” it may seem, it can erode the trust you’ve spent years building.
In the case of Stickergate 2.0, the initial virality was successful. It generated sales, sympathy, and engagement. But it was all built on a foundation of deceit. And when that foundation cracked, everything collapsed. The brand wasn’t just seen as “the sticker shop that faked hate mail,” it became a cautionary tale about how far creators will go for attention.
And here’s the hard truth: the internet loves a rise, but it lives for a fall.
Once your audience feels betrayed, they won’t just stop buying, they’ll start talking. Screenshots will spread, videos will circulate, and people will rewrite your story for you. By chasing short-term virality, you risk losing the one thing that actually sustains a brand: credibility.
The “Right Kind” of Virality
There’s nothing wrong with wanting to grow fast or go viral: every brand dreams of that moment, and everyone, to a degree, loves the idea of having those 5 minutes of fame. But instead of engineering controversy or emotional manipulation, focus on what I like to call “constructive virality.”
Constructive virality happens when people share your content because it resonates, not because it shocks. It’s when they tag their friends because it’s inspiring, helpful, funny, or heartfelt, and not because it’s scandalous, crazy, or fake.
Constructive virality might not hit as hard overnight, but it lasts longer, builds trust, and strengthens your reputation instead of risking it—and the best part? It reduces the amount of hate you’ll receive (because even when you go viral for something positive, there is always someone who will find a way to hate on you).
How To Achieve Constructive Virality
And then, the question remains: how do you chase this “constructive virality” without falling into the trap of inauthenticity? For starters, let’s be super clear: there is no magic formula for virality, and anyone who tells you they can make you go viral is most likely lying to you. Now, that being said, one thing you should start with is shifting your focus from manufacturing a moment to amplifying your mission.
Think about your brand’s core values. What problem do you solve? What joy do you bring? Virality should be an amplifier of that essence, not a detour from it. Going back to Stickergate, a potential path to constructive virality could have been a viral-worthy design that championed a message of unity, a hilarious series about the strange places people put stickers, or a heartwarming campaign where customers shared stories of how a specific sticker brightened their day. These approaches are rooted in the actual product and the community around it, creating positive associations that last.
And no, we are not saying that sharing this type of “hate messages” can’t be powerful. Still, just as they are powerful, they can easily be perceived negatively (like, why are you complaining/talking about your clients and prospects in a negative light?), so maybe don’t go that route.
Taking shortcuts by being controversial is always tempting: the initial sales spike and follower count from a controversy-driven storm can be intoxicating, but at the end of the day, it’s nothing but a sugar rush: the crash is inevitable, and it leaves your brand with a lasting hangover of distrust. Instead, make sure you focus on what matters:
1. Lead With Authenticity.
Share what’s real, not what’s convenient. If your story doesn’t reflect your brand’s values, it’s not worth telling.
2. Focus on emotion, not manipulation.
People share content that makes them feel something—laughter, empathy, inspiration—not guilt or outrage.
3. Educate or Entertain.
The best viral content either teaches something useful or delights the audience. If you can do both, you’ve struck gold.
4. Stay Rooted in Your Niche.
Don’t chase trends that don’t align with your brand just for exposure. Stick to what your audience actually comes to you for.
5. Show, Don’t Perform.
Behind-the-scenes moments, customer stories, and honest reflections often resonate more than overproduced, “viral-intent“ videos.
6. Engage With Your Community.
Respond to comments, celebrate your audience’s wins, and encourage them to share their own stories related to your brand.
7. Prepare for the spotlight.
If something does take off, make sure your website, product, and messaging can sustain the traffic—and the scrutiny.
Remember: consistency beats virality. It’s better to grow steadily and sustainably than to spike overnight and disappear next week. It is never just about “How can you go viral?” but about “What kind of brand do you want to be when the viral moment passes?”
A brand built on a lie has no foundation. A brand built on genuine value, even if it grows slower, can withstand any storm. The goal is to create a business that people are proud to support, not one they feel tricked into supporting. The 15 minutes of fame will fade, but the reputation you cultivate is your brand’s permanent record.
