Every person who is in touch with current content marketing trends realizes that video marketing is the future. We’ve all heard the statistics:
Online video accounts for 50% of all mobile traffic (Bytemobile Mobile Analytics Report).
- 52% of consumers say that watching videos about a product makes them more confident in purchasing that product (Invodo).
- 2 billion video views per week are monetized by YouTube (ReelSEO).
The list could go on forever. But how do we as marketers capitalize on this phenomenon? After all, there are only so many “Hi, This is Jane” explainer videos that the general populace can stomach before they completely tune it out. If we don’t adapt our strategies, we will be lost in the white noise.
But what is it about this video? Well, I created a video of my own to try to explain the phenomenon:
The perfectly improbable product has crossed the threshold into viral video status. Within one week of its release, it has had 5 million views, and it shows no sign of slowing. But just what is it about this video exactly?
Kevin Allocca, YouTube’s Trend Manager, gave a Ted Talk in late 2011 about what makes a video go viral. In it he identified 3 key qualities:
1. The video has to get the eye of Tastemakers
Just like the famous Double Rainbow video was put on the map by Jimmy Kimmel Tweeting about it, and the Snuggie went on to become a $500 million dollar product after Ellen Degeneres and Jay Leno lambasted the silly infomercial on their shows; a video can reach viral status when those with lots of followers talk about your video.
Getting picked up by a tastemaker is extremely important, but in the case of Poo~Pourri, they took it straight to the people. By putting their paid ad on YouTube, and hitting the ground running in the first 5 seconds, it guaranteed that people would stay glued to their chairs for the entire TWO MINUTE commercial. What’s more, most people who make it to the end will share it with their friends. They are reaching out and connecting with the micro-tastemakers.
2. Your video has to be unexpected
In a world where we are inundated with text, images, and videos at an ever-increasing rate, it takes something truly unique to stand out. In psychology, the term is called novelty. Any brand that buys a YouTube ad, is playing “beat the clock” against the 5 second countdown until your audience can happily click ‘Skip,’ and get back to their video. You literally have 5 seconds to catch their interest. Poo~Pourri chose to use their 5 seconds on this image:
Poo Pourri struck content marketing gold with this irreverent, surprising, and hilarious viral video.
Everything about this is wrong. A primly dressed, posh, British woman with pearls and immaculate makeup squatting on a toilet and smiling while saying the opening line; “You will not believe the motherload I just dropped!”
The sheer unexpected nature of this opening is enough to keep you glued to the commercial to see exactly what is being advertised, and what the joke is (the joke is: this is no joke).
3. Your video has to encourage participation
I don’t have to tell you that social media and YouTube have put the decisions in the hands of the consumers instead of brands. Poo~Pourri has launched a social marketing campaign that involves staying on constant Twitter rotation to answer the questions of their quickly growing legion of followers. Even though the team is mainly just assuring people that it is a real product, they are also responding to people’s poo-sonal (sorry, I couldn’t resist) toilet stories, making numerous James Bond-type puns, and retweeting anything that has to do with the once-taboo subject.
Poo~Pourri’s Twitter Page
The company is still young, and I can’t predict how things will turn out. However, Poo~Pourri, for going above and beyond and scaling a mountain of potentially stinky mud slides; I salute you for your splash of content marketing genius.