Recently a friend shared a link with me on Facebook.

The video recording quality was grainy. The audio was out of sync with the video. The props were cheap. The film set was non-existent.

The result?

A viral video that was viewed almost 40 million times, and shared 23 million times, in 12 months.

When I shared this video, I immediately got two responses — one that said, “Wow, I wish I was their client.”

Unfortunately, there was no chance of that happening (since the video maker was a dental practice in South Carolina and my wishful friend lived in Los Angeles).

But the video maker had achieved the holy grail — a viral video that doesn’t just entertain, but ATTRACTS NEW CLIENTS.

So, what was so magical about a video for a dental practice?

I mean, seriously. Is there a less sexy business (my apologies to all the dentists reading this but few businesses create such a uniform groan from their patients when it’s time for their next appointment.)

This kind of video is one of the seven kinds of videos you should be using in your marketing engine to attract clients.

In case the idea of using video marketing in your business is still feeling like unchartered territory, then here is a reminder of the other six categories of videos:

1) product or service “explainer videos”,

2) client testimonial videos,

3) a thank you for ordering video,

4) authority/expert positioning videos to build relationship and,

5) lead generation videos to help build your prospect list, and, last but not least,

6) sales videos (this is an engaging video of your number 1 and 2 best-selling products and services which does the pre-selling for you so you don’t have to).

Here’s also a reminder about the power of video and why video should form a core component of your marketing engine

According to the Cisco Annual Internet Report, online videos will account for 82% of all internet traffic by 2022.

• 96% of people have watched an explainer video to learn more about a product or service.

• People watch an average of 16 hours of online video per week, which is a 52% increase in the last two years.

• In 2020, 86% of people surveyed said they would like to see more video from brands.

• People are twice as likely to share video content with their friends compared to any other type of content.

Back To Our Dental Viral Video With Nearly 40 Million Shares

What’s the secret to getting people to like the videos you produce? It’s a surprisingly simple formula:

1. Use lots of humor.

Self-deprecating is always good (as long as it is in good taste), but other good uses of humor include showing familiar things in a humorous light.  Remember the e-Trade baby? That set of hilarious viral videos was first launched over a decade ago, and still remains the most effective ad campaign in the company’s history.

2. Keep the videos short. And entertaining.

There’s a reason Instagram limits its videos to 60 seconds or less. Effective viral videos need to be fast and furious. The second they lose their humor, or momentum, the audience is lost.

3. Be as human as possible.

The days of slick corporate ads are long gone. People want to feel real connections with the business they buy from and the products they use. My dental video example couldn’t be less polished and less “unprofessional”.  Yet it’s wildly successful. Why? Because the dentist is being “real”.

Yes the video might make you cringe - but that’s because it’s their company’s personality, and not yours.

If you are familiar with my Client Stampede marketing, then you will know that creating personality-infused marketing is at the heart of every uber-successful ad campaign.

So to recap on the formula for viral video success - as with any marketing for your business, it’s all about the message (Step 2 of the Client Stampede Formula).

What are you saying, in a funny, entertaining way, that resonates deeply with your audience and reflects the unique personality of your business?