Video that’s viral and possibly even virile
Ah, the power of video. Witness the virality (and virility?) of the Dollar Shave Club.
Seems like a revolutionary concept, doesn’t it? And with that David vs. Goliath overtone, it’s downright catnip to the trodden, recession-weary masses. But, guess what? Budget blades have been done before. Several times. (See www.razorsdirect.com, www.shaving-shack.com, not to mention drugstore knock-off brands.)
So, what made it different this time?
In a word, video.
(4.15 million views on YouTube in a month.)
You can call it social media, too. Or just a sense of humor. But the basic fact is, without the video, and the talent it showcases, Dollar Shave Club would not have the big brands shaking in their boardrooms.
Now before you say, “oh Irene, this is a consumer product, totally different from an enterprise,” I will say, “not so fast, grasshopper.” The point here is that video is a visceral experience. You don’t have to process it. You don’t have to use your imagination to understand the scenario. You don’t have even have to be literate. That means the time from viewing to aha! is now virtually nil.
That’s the power of video. It can transform industries. Now imagine how it can transform your business. We’ll be giving concrete examples in the following months, so stay tuned.