There’s no bigger time-suck on the Internet than cat videos—for millions of us, anyway. And that makes them the ultimate customer engagement tool—one that gets viewed, shared and talked about and encourages customers to spend time with your company. The New York Times reports on how one cat-litter brand is using cat videos to get millions of views.
Of course, cat videos are a natural fit with cat litter or other cat products, but there’s a bigger lesson here. When creating online customer engagement tools, instead of starting with your product or service and figuring out how to make a video around it, start with something that’s already popular online among your customer base and figure out how it could tie into your brand.
Could you piggyback off the popularity of sites like LOLCats and I Can Has Cheezburger and let customers create captions for photos relating to your business? Could you capture some of Korean rapper Psy’s billion-plus YouTube views by creating your own version of “Gangnam Style”? These ideas won’t work for everyone, obviously, but for the right business with the right idea, they could make you the cat’s meow.