3 communications lessons from viral ‘Gorilla Glue’ videos
A TikTok user recently captured headlines and dominated social media conversation for an unfortunate incident with the adhesive product. Here’s what PR pros should glean from it.
Editor’s note: This article is a re-run as part of our countdown of top stories from the past year.
Gorilla Glue and hairstyling don’t mix.
That’s the difficult lesson that 40-year-old consumer Tessica Brown learned after applying the spray adhesive to her hairspray, attempting to use it as a substitute for her got2b Glued hairspray.
She shared her dilemma on TikTok, where it quickly went viral:
Brown’s first video racked up more than 31.6 milliion views on TikTok and more than 3.8 million views on Instagram within a week—with additional reposts and videos from social media users and news media outlets garnering even more views.
A second video, also posted on Feb. 4, saw more than 11.2 million views on TikTok and more than 4 million views on Instagram:
“The story has taken on a life of its own, with multiple trending conversations on Twitter, reactions from major celebrities and a GoFundMe,” Yahoo Life reported.
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