When I first started my business Concurrent Productions, I had a potential client interested in what video marketing could do for them. They were a startup with a little bit of funding and a big vision. Great!
They cited the famous Dollar Shave Club YouTube viral video as what they were after. A video that helped Dollar Shave Club eventually get acquired by Unilever for a billion dollars.
I love creating online marketing videos for business, and I always want to exceed my customers’ expectations.
But I can only do that if expectations are realistic.
After a few meetings, I realized their expectations for what video could do for them were not aligned with what I (or anyone) could deliver.
No one in the world can promise or predict what will go viral. And if you’re trying to copy another viral video, you are most definitely not going to check the “this hasn’t been done before, gotta share it!" …