The 5 Ds that your product needs to EXPLODE on social.
We run a Digital Agency that grow online businesses incredibly fast through highly scalable video campaigns that play on Facebook, Instagram, Youtube, Tik Tok and other social platform. To make it easy to understand, we’ve developed a simply “5 D” formula that is a high predictor of success with our campaigns.
These are the 5 D’s that we at Creatably look for when determining if a company is a good candidate for a viromercial strategy: Your product must be Democratic, Demonstrable, Disruptive, Deliverable and you must have some Dollars for Distribution.
DEMOCRATIC: The Product should be so democratic that everyone either uses it or know someone who could. You can do amazing things targeting ads, but each time you narrow your targeting you pay more and more for results. You want to create a spot that will appeal to everyone, and if they don’t want to buy the product, they will share it with someone who does. This is one of the reasons why Mattresses have blown up online.
DEMONSTRABLE: A Viromercial should entertain, and contrary to popular thinking they should be long (over 2 minutes), the creative will sift out the interested parties from those who don’t want to buy and you will only pay for those who stick around. This format allows you to show off the product and how it works better than anything else out there, it allows you to explain tricky or sticky subjects in a fun and informative way.
DISRUPTIVE: Your way of doing things should be different than everyone else’s. This drives the curiosity of the viewer. You have been peeling carrots wrong your whole life, take a look at this…See also the bed in the box. We did this with PillowCube. Most pillows suck for side sleepers, the pillow cube is DIFFERENT and BETTER than the old way of doing things. PIllow Cube does something different than other pillows and does it in a different way too.
DELIVERABLE: The infomercial doesn’t work well with giant catalogs of products, it doesn’t work well with things you can buy 50 places. You need to distill it into one thing, that is better than all other things, and you click here to buy it. This allows you to easily equate each dollar you spend on the ad, and on the ad buy with the dollars you make from sales. Higher-priced items often work even better, If I can afford to acquire a customer at $100 then I can get it to a lot more eyeballs than something that needs to acquire a customer at $5. inexpensive products can work, but you need to be able to commit more to your initial ad spend.
DOLLARS FOR DISTRIBUTION: Even back in the wild wild west days of dollar shave club, Orabrush, and a hundred other viral hits, the viral videos never took off by themselves. If you want a video to succeed you need to get it out to a critical number of eyes before you will even know if it is working. That circle has to be bigger than your 500 friends. But here is the good news, a high-performing video should garner views really inexpensively, it will never be free, but it can make a 10X difference in the performance of your video. A viromercial should have a good enough ROAS that you can simply see how much money needs to roll back into distribution to keep it rolling forward.
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