Reach 16.4M People in a 6-second Video?!

Reach 16.4M People in a 6-second Video?!

Hey Lab Fam!

Happy new year! May all of your viral video wishes come true :)

We have a cool brand to dissect today, @camelie.eco is a razor brand based in Australia! They have been killing it on TikTok and selling thousands of their razors.

Also at the end of our lab today, I mention I have a few consultation openings / a referral program to get some free goodies, keep reading if you’re into that!

Now let’s put on our gloves, take out our content knives, and get to dissecting this video.

Video 1 Stats: 562.1K likes, 16.4M Views, 2.3K comments, 2K shares 6 seconds long

Video 2 Stats: 1.3M likes, 15.3M Views, 1.6K comments, 1.5K shares 7 seconds long

(Video 1 here) (Video 2 here)

Standout Video elements that made it viral:

-3 frames in the first 3 seconds of both videos

-Polarizing before and after

-Plays into the ASMR genre

-Uses sarcastic and fitting audios for each video

-Problem-solving-based videos for a general issue most women have

-Negative hook in the first video grabs attention, sacked on the fact that it is also a reply to a comment

-Features a “weird/eyecatching” product, the razor doesn’t look like most regular razors you buy and see at the store regularly

Digging Deeper into the elements:

The main lesson I’d like to focus on in these videos is simplicity. Along with how a good product can go a long way if displayed correctly. The specific audio chosen in video 1, is a sound bite from a supermodel named “Bella Hadid” most of her fans are girls (including me). I think this audio selection was intentional since the brand would know, those who would get the audio reference would be the demographic that would also like their product.

So they selected the sound to appeal to their target demo, then stacked on top of that a polarizing before and after. The opening video of the leg with hair is relatable to a lot of women, but then the after showcases the perfect hairless leg??? This is so perfect, they show and don’t tell which is paramount for TikTok videos.

This is how you create a TikTok for products and not a “Commercial”. The entertainment element stayed intact, the features were shown, and the absolute ninja kick of using the audio bite their demo of people would love was an absolute killer move. Which propelled them into reaching 16M people in one video!

I have a few consultation openings... Let's talk!