Brandee Gaar

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Hey There, CEO!

Imagine scrolling TikTok late at night only to see your business making headlines—for all the wrong reasons. For Kandra Jones, owner of Twirly Shears, this nightmare became her reality when a bride posted a TikTok video washing off her bridal makeup just 20 minutes before walking down the aisle.

What could’ve destroyed her reputation ended up generating 120 inquiries in 7 days. In this episode of the Wedding Pro CEO podcast we are unpacking the incredible lessons from Kandra’s viral experience and sharing her secrets to handling the unexpected with poise and strategy.

1. Viral Moments Can Happen to Anyone—Be Prepared

Let’s be real: every service provider fears that one client who might air their grievances online. Kandra’s experience is proof that no one is immune. She shared, “I was just living my life when my phone blew up with messages about a bride’s TikTok video. I had no idea how big it would get.”

Takeaway: Assume every client has the potential to share their experience online. Establish a plan, have people you can talk to and decide how you’ll respond if it happens to you.

2. Stay Calm—Don’t Let Emotions Drive Your Response

When Kandra first heard about the viral video, her immediate reaction was shock and hurt. But rather than reacting impulsively, she leaned on her network and took time to process. “Personally, I was an emotional wreck, but as a business, I had to respond unemotionally. Emotions in business can lead to sticky situations.”

Takeaway: If your business faces public scrutiny, take a step back. Give yourself time to calm down, assess the situation, and respond professionally.

3. Address the Issue Directly—But Keep It Classy

Kandra made the choice to post a response video on TikTok. She said, “I addressed it professionally, unemotionally, and with just the facts. I didn’t want to fuel drama or tear anyone down.”

Her calm and factual approach resonated with millions. In fact, her original response video amassed 80.9 million views!

Takeaway: Acknowledge the situation, clarify misunderstandings, and keep your response rooted in kindness and professionalism.

4. Leverage the Attention to Build Your Brand

What started as a nightmare quickly turned into an opportunity. Kandra woke up the morning after her video with 56 inquiries, which snowballed to 120 inquiries by the end of the week. She admitted, “That’s more than we get in a year!”

Takeaway: Viral moments can bring unexpected visibility. Use this attention to showcase your professionalism, highlight your services, and grow your audience.

5. Invest in Help When You Need It

Kandra realized she couldn’t manage the flood of attention alone. She shared, “I hired a social media manager to help me steward this opportunity well because I still have a business to run.”

Takeaway: Don’t hesitate to outsource when your business grows beyond what you can handle alone.

6. Build a Strong Network Before You Need It

Throughout the ordeal, Kandra leaned on her network for advice and support. She explained, “I couldn’t imagine handling this on my own. My community guided me through this every step of the way.”

Takeaway: Building a strong network of industry peers is crucial. They’ll offer guidance and encouragement when things get tough.

7. Understand the Next Generation of Clients

Kandra noted that many Gen Z commenters sympathized with the bride for not speaking up in person, saying they were “too uncomfortable” to express their feelings. “They think speaking face-to-face is confrontation, and they’re more comfortable sharing online,” Kandra observed.

Takeaway: Recognize the communication preferences of younger clients and encourage open, honest dialogue. Let them know their feedback is welcomed and valued.

8. Turn to Your Core Values in Tough Times

For Kandra, her faith played a huge role in navigating this challenge. She said, “I love Jesus, and He has been so present in this whole thing. The words I spoke came from the Holy Spirit.”

Takeaway: Lean on your core values, whether they’re rooted in faith, family, or your community, to guide you through challenges.

Before We Go

Kandra’s story is a masterclass in grace under pressure. What started as a potential business catastrophe ended up showcasing her professionalism and skyrocketing her visibility. As she said, “What someone meant for harm, God turned into good.”

If there’s one thing to take away from her experience, it’s this: in the age of viral moments, how you respond can make or break your business. Stay calm, stick to the facts, and use the attention to grow.

FAQs About Handling Viral Moments in Your Business

Q: What’s the first thing I should do if my business goes viral for the wrong reasons?

A: Take a deep breath and don’t react immediately. Gather your thoughts, consult with trusted advisors, and respond professionally once you’re ready.

Q: How can I protect my business from negative online attention?

A: Be proactive! Set clear expectations with clients, address concerns promptly, and encourage open communication.

Q: Should I respond to every comment on a viral post?

A: Not necessarily. Focus on responding to constructive or relevant comments. Avoid engaging with trolls or fueling negativity.

Q: Is it worth hiring a social media manager?

A: Absolutely—especially during a viral moment. A social media expert can help you maximize the opportunity while maintaining your sanity.

Bride removing makeup before wedding

Video Clip of Bride Washing Off Makeup:

makeup artist's response to bride removing makeup before wedding

Video Clip of Kandra’s Response:

💌For business inquiries: sayhello@weddingproceo.com

EPISODE NUMBER 274