“In the first 48 hours after the video debuted on YouTube, some 12,000 people signed up for the service. Aside from some Google ads, there has been no other marketing.”Entrepreneur
Not bad for a startup’s first promotional video. Most businesses take the predictable route and present their product in a safe, clean and conventional way. Boring. Your ad might be very good: clear, fun, appealing. But very good doesn’t make it viral. Doesn’t make people share.
When you want to stand out from the very good crowd you need to do the unexpected. Like Dollar Shave Club:
“Michael Dubin [CEO and star of the show] knew he needed to do something special to rise above the noise and clutter when launching his Dollar Shave Club” Forbes
That something special was surprise. Surprise is the single common element of viral content. It works just as well for businesses and blogs as it does for crazy cat videos. Find out more about creating viral content for business and blogging in our free eGuide.
Now watch the Dollar Shave Club video again and you’ll see surprise in action throughout. From what the CEO says: ‘Are the blades any good? No, our blades are f**king great.’ To the tennis racket, employee in a trolley, and dollar bill party at the end. It’s all unexpected; it takes you by surprise.
And that’s what made people share. That’s what made Dollar Shave Club’s promotional video go viral. It cost just $4500 to make and generated 12,000 orders in the first 48 hours after debuting on YouTube. The video now has over 20 million views.
So, it’s not just crazy cat videos and epic fails that go viral. Businesses and blogs can use the power of surprise to create viral content that boosts the bottom line. Whether it’s orders, ad clicks or downloads you’re after.
The alternative to viral is something most content creators know well. The drop in the ocean feeling. The ‘why don’t people share my stuff?’ feeling. Your content floats on the surface of social media for a little while, waving its arms in the air, before sinking to the bottom of the ocean. No one knew, no one really cared.
Viral is the way to be seen. Viral gets shared. Viral spreads across social media and draws people to whatever you’re doing. Surprise is the secret behind it.
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