20 Million Views in a Fortnight - The Breakdown

Ever wondered what it would be like to have the equivalent of the population of the Netherlands view your videos on social media in the span of a fortnight?

We’re going to peel back the curtain and let you take a peek at the Wizard of Oz.

2 weeks ago we posted a series of videos for The Wood Works, that have racked up 9.7m views, 7.1m views and 3m views. Combined (and with the other videos that fortnight it’s over 20 million.

The craziest thing about this was that this “shoot day” was a total afterthought.

No clients of The Wood Works were free that day so we shot the videos in their Ascot showroom. Hardly groundbreaking stuff.

Look I’m going to level with you.

Going Viral is like getting struck by lightning - it’s rare.

BUT - if you walk around during a thunderstorm holding a metal rod you’re more likely to get struck. Our creativity is the metal rod.

Take the video that did 9.7 million views as a prime example;

1. We showed off the Kessebohmer i-Move which in itself is a cool feature but not earth-shattering. Some people commented because they thought it was cool or they’d never seen it before

2. The i-Move was a solution to a problem - not being able to reach the top shelf - that lots of people can relate to. Relatability is a HUGE factor in content and means the engagement will likely be far higher

3. The male protagonist left the door open. Sounds innocent enough but there were hundreds of people commenting that this was “typical man” behaviour.

If you pay attention to these clues (by reading the comments) you can try and engineer the virality for example by leaving more doors open in your videos.

But what does this actually mean for your business and why should you care?

Below is a graph using the data captured by typeform. Typeform is a survey builder and we put specific typeforms on specific social media pages so we know where the form fills/leads come from and can analyse the effectiveness of videos and campaigns. We have one for Tik Tok, a different one for Instagram, another for Facebook Ads, another for our website etc.

This is the specific one for Instagram;

As you can see there is a massive uplift in the number of forms being filled out for their free design consultation. The maximum number in a single day prior to this for the end of June and the whole of July was 4 leads in a day. Since the viral videos, it’s now up to 11 a day.

In the last 30 days there were 61,519 profile visits on Instagram. Think of that like the social media equivalent of website visits - it’s prime real estate and from there, allows people to fill out forms, call or email the company.

Total leads for The Wood Works from the 1st to 12th August (time of writing) was 59 - a staggering number for half a month. Many leads came in outside of those form fills; phone calls, emails and DMs.

You’ll be surprised how the video ends up in the hands of people that didn’t even watch it in the first place. Like this email they received;

This interior designer didn’t even see the original video - it was forwarded to them! This is what we mean when we speak about making videos sharable.

I’m not sitting here pretending that all 59 of these leads have £50,000 + budgets and live in and around London.

That would be patently false.

Yes, some of the leads were from the US (maybe they open a showroom in Miami and sip cocktails while designing kitchens)

Yes, some of the leads only had a £5k budget for a 3,000 square foot room.

You cannot avoid that, especially with organic content - it reaches people indiscriminately but the one thread in common is they will all be people who care about kitchens and interiors.

The other “unforeseen” part of the equation is the effect these viral videos have on the paid ads.

Every week we refresh the META (Facebook and Instagram) creative and the viral videos which perform well without any money behind them perform equally well as ads.

This massively drives down cost per lead and customer acquisition cost which all feeds into the machine which drives through c. 60 leads in 12 days.

Ultimately - we now live in a social media age.

People live on social whether you like it or not. And before you tell me “my clients are mostly older and aren’t on social media” - check out the below statistics for age groups on Facebook…

In total, over 38% of Facebook’s total user base is 45+. If we apply those percentages to the 56 million Facebook users in the UK this is 21.2 million people. Your clients among them!

Don’t sleep on this massive opportunity - get the experts in and let us help you go viral.

If you found this newsletter helpful or insightful please forward it on to others in the KBB industry. We’re out here doing God’s work.