Manufacturing At The Speed Of Influencers

Forbes

24-06-2025

Since 1999, Bill Rokos has spearheaded the development of Parsec's manufacturing operations management (MOM) platform, TrakSYS.
It happened in the blink of an eye—so fast you might have missed it. All of a sudden, out of the woodwork, came … Crocs.
After over a decade of being relegated as yet another bygone trend of the aughts, the decidedly uncool shoes were unironically hotter than ever. It started, like so many trends do, on social media. Momentum built precipitously over a few days after several celebrities were seen wearing the foam clogs during the pandemic. From there, it was off to the races.
Since the brand's resurgence, Crocs has been pumping out product like never before, their global manufacturing facilities firing on all cylinders to keep up with sky-high demand. But this is by no means the only example of influencer-led product booms.
Stanley's insulated tumblers became the vessel of choice for every "hydration girly" on social media in the early 2020s. King Arthur Baking experienced a boom as homebound amateur bakers took to TikTok with recipes for banana bread and sourdough starters. As of this writing, Lamb Chop—yes, that Lamb Chop—has gone viral as the hottest dog toy in America.
These product booms happen at a clip made possible only by the internet—and manufacturers can respond to this demand thanks to the industry's rapid march toward digitalization. The question is: Would your facility be ready for a product to become the next TikTok sensation? When the @s start rolling in, would you rise to the occasion and meet the moment, or would your facilities fall flat under the pressure?
The call is coming from inside the app.
When a product goes viral, manufacturers need to do more—and quickly. The volume of customer orders skyrockets, applying pressure up and down the supply chain.
Manufacturers likely can't physically speed up production (and even if they could, it may not be safe or prudent), but they might consider redistributing production lines to allocate more resources toward the viral product.
To keep up with the new level of demand, manufacturers will need a rapid influx of raw materials and ingredients. Supplier relationships will matter more than ever, and backup suppliers may make all the difference between a moment met and a moment squandered.
With production reaching new heights, quality control will become harder to manage and more important. The last thing you need is for the entire world to turn its eyes to your product, only for substandard production and unforced errors to tarnish your newfound popularity. You can't get sloppy.
Of course, it's not enough to simply manufacture the product; it has to go somewhere, too. Logistics and distribution will feel the strain. More orders mean more packaging, more label printing, less warehouse space and busier distribution networks.
To heed the people's call, manufacturers will need to amp up production quickly, but not hastily. Remaining calm under pressure is an absolute must here. However, success doesn't ride solely on your ability to be chill; technology can help in a big way, too.
You can do more than play the waiting game.
Knowing what to expect ahead of time is helpful, but what can manufacturers do today to prepare them for their moment in the sun? At the risk of oversimplifying, shore up your production.
• Identify and address bottlenecks, especially if they seem to occur in the same area of production consistently.
• Optimize your inventory management and traceability. Make sure you can pinpoint every item entering and exiting your facility.
• Formalize your quality control and assurance practices.
• Make sure you have a good rapport with your suppliers. You'll need their support more than ever if you experience a sudden jump in demand.
• Ensure your ability to meet audit and regulatory requirements is iron-clad.
• Embrace technology like automation, ML and IIoT.
Depending on the facility, this may be a sizeable undertaking. Connected platforms like manufacturing execution systems (MES) and enterprise resource planning (ERP) solutions can help simplify this process.
Your teams will need support amid these changes. Get them up to date on any training or continuing education that may help them perform their duties. Look for ways to upskill them and augment their knowledge of your facility. Make it clear how much they are valued; they are the business' lifeblood, and you certainly couldn't withstand a tidal wave without them.
Broadly speaking, you want your entire organization—across all departments—to be operating as efficiently as possible. Your true north should be digitalization and Industry 4.0. Getting there will position your facility well to adapt to anything that might come your way.
Not everyone can be Lamb Chop, but there's no harm in trying.
Of course, not everyone will go viral. Sometimes you manufacture a stuffed animal that only some dogs go mega-crazy for. Or a lot of dogs go only medium-crazy for. That's okay, too. There's no downside to attaining new levels of efficiency and optimization. But on the off chance that the spotlight suddenly shines on you, you'll be prepared.
Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology executives. Do I qualify?