Every few weeks, the internet collectively loses its mind over some new product. A pet rock that lights up. A water bottle that tells you when you’re thirsty. A gadget that solves a problem you didn’t know you had.
I’ve watched this cycle play out hundreds of times, and I’ve fallen for it more than I’d like to admit. But recently, I’ve started paying attention to what actually happens after the viral moment fades.
The Viral Product Lifecycle
It always starts the same way. Someone posts a video or image of an unusual product. “I can’t believe this exists!” The post gets shared thousands of times. People tag their friends. Everyone wants one.
Then comes the rush to buy. Sites crash. Products sell out. Third-party sellers jack up prices. FOMO reaches critical levels.
A few weeks later? The product arrives. The unboxing video gets filmed. And then… silence. The magic is gone. The gadget that seemed so revolutionary in the viral video is now just another thing collecting dust in a drawer.
Why We Keep Falling For It
Viral products tap into something primal. We’re wired to pay attention to novel things—it’s an evolutionary survival mechanism. When something new appears, our brains light up with curiosity.
The problem is that novelty isn’t the same as utility. Something can be interesting to look at and completely useless in practice. The viral video shows the product at its most impressive moment, not its everyday reality.
The Products That Actually Last
After years of observation, I’ve noticed a pattern in which viral products actually stick around versus which ones become landfill. The ones that last usually solve a real, recurring problem. Not a one-time “wouldn’t that be cool” moment, but a genuine daily annoyance.
The ones that disappear are usually more about entertainment value than utility. They’re purchased for the story, the social media post, the novelty of ownership. Once the novelty wears off, so does the reason to keep using them.
A Better Approach
Now when I see a viral product, I try to wait. Not out of willpower (I don’t have much), but because I’ve learned that my interest usually fades within a week. If I still want it after the initial hype has died down, maybe it’s actually worth getting.
I also try to think about the hundredth use, not the first. The unboxing is exciting. The first try is novel. But will I still be using this thing six months from now?
Sometimes the answer is yes. And those are the purchases I never regret.