Everyday, it seems, there’s another “viral” video that goes from zero views to multimillion in a matter of hours. Usually footage of a news catastrophe, backyard sports blooper, cute baby/pet or other content recorded by amateur photographers.
The latest video to rack up 7-figure views is a TV-style commercial that you will never see on TV: This 1:30 spot from DollarShaveClub.com.
Like the Saturday Night Live spoofs that appear after the opening monologue, this internet-only video is a hilarious parody, but it’s also a big-time, super-smart pitch that’s triggered for buzz and online marketing.
Best Practice: Always include content sharing and syndication tools. Direct viewers to a landing page with an call to action that benefits the viewer. Make it easy to take action. And use humor to garner attention. Do so and you’re not guaranteed to be on your way to 3M viewers, but the foundation will be set for measurable success.
PS: I signed up for DollarShave.com after viewing the video! I’ve long found the cost of razors to be ridiculously overpriced!