Not Just A Crock: The Viral Word-Of-Mouth Success Of Instant Pot

Chances are you or somebody you know has recently become the owner of an Instant Pot, the multifunction electric pressure cooker that can produce fork-tender pot roasts in less than an hour, as well as brown meat, cook beans without soaking, and even do the job of a rice cooker or crockpot. The Instant Pot isn’t advertised on TV or in the newspapers, and yet it’s become a viral marketing success story, with owners often describing themselves as “addicts” or “cult members.” That’s the kind of word-of-mouth publicity Instant Pot founders dreamed of when they first began designing the countertop appliances.

The Instant Pot electric pressure cooker has been around since 2010, but really became the buzz during the last six months of 2016. While the company’s electric pressure cookers are sold at Wal-Mart, Target and Kohl’s, the bulk of its sales come from Amazon, driven by social media. Deep discounts on Amazon Prime Day and again on Black Friday, along with the viral online sharing of these sales, turned Instant Pot into a household name. With 215,000 units sold on Prime Day alone, the Instant Pot Duo is Amazon’s top-selling item in the U.S. market. Not bad for a company that does no TV or print advertising and only recently began the process of hiring a marketing agency.

Not Just A Crock: The Viral Word-Of-Mouth Success Of Instant Pot

Photo: Grace Hwang Lynch

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