The difficult second album syndrome

This week has seen the launch of the second Dollar Shave Club video, which got me thinking about the “second album syndrome” and how difficult it can be to follow up from a big success. Be that a stand out marketing campaign or a number 1 album, but are the principles the same?

Firstly lets take a look at the first video launched just over a year ago, with more than 10 million hits so far and still going strong it’s been touted by marketing circles as a remarkable piece of viral marketing and winning the “Best Out-of-Nowhere Video Campaign” at the 2012 AdAge Viral Video Awards.

Not seen the video yet? Take a look:

[youtube height=”100px” width=”250px”]http://www.youtube.com/watch?v=ZUG9qYTJMsI[/youtube]

What makes it work and why did it go viral? Well it certainly fills a consumer need, it’s bold and seems like it’s a low budget, self made style video. So surely taking the same format and applying it would work just as well wouldn’t it?

Video “number 2″ was launched this week to promote a new product line, take a look for yourself:

[youtube height=”HEIGHT” width=”WIDTH”]http://www.youtube.com/watch?v=3FOae1V1-Xg[/youtube]

Almost 1 million views in less than a week is not bad going though right? Only time will tell the real success, however we wanted to share some of our thoughts in the office about it. It certainly does seem to fall into the difficult second album syndrome. It’s feels like much more effort went into the planning of the video, a far larger budget for the production which has led to a much weaker proposition for the consumer and compromise on the impact the viewer gets.  Trying to stay close to the original format but to stand out on it’s own has left it in the no man’s land in the middle.

Our opinion is that it will certainly get a high number of hits, simply from the high interest in the original video and to see what all the fuss is about. Will it have a drastic impact on the bottom line for the company, unlikely anywhere near as much as the original is our verdict.

How can your videos avoid the problem? Follow our simple but effective YouTube video success checklist:

[list type=”check”]

  • Understand your market, who are you engaging with?
  • Have a compelling offer
  • Make your call to action very clear and unmissable
  • Be unique, grab the users attention (especially in the first 10 seconds)

[/list]

 

What are your thoughts on the videos, do you think the new video will work as well as the first one did? We’d love to hear your opinions, please leave your comments below.

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Director of Digital Eyes Media, with a passion for promoting businesses online. My super power is demystifying tech speak into something that business owners can understand easily and take action with.