Slack: “So Yeah, We Tried Slack …”

This video achieved viral success for Slack. It received 1.3 million views on YouTube alone and thousands of social shares. Why? Because it did a remarkable job of demonstrating the very problem Slack was designed to solve. Let’s look at why it resonated so well with viewers and what we can learn from it.

OBJECTIVES

• To introduce Slack to a wider audience and explain its core functionality.
• To showcase how Slack can improve team communication and productivity.
• To position Slack as a user-friendly and desirable tool for businesses of all sizes.

THE HOOK

• Humour: The video opens with Adam, the founder of Sandwich Video, recounting an email he received from Stewart Butterfield, the founder of Slack. Adam’s deadpan delivery and self-deprecating humour (“My company runs entirely on email and Dropbox. We were doing just fine”) immediately grabs the viewer’s attention and sets a lighthearted, relatable tone.
• Relatability: The video quickly shifts to highlight the common pain points of disorganised team communication. The team members’ descriptions of their pre-Slack workflows (“I would email with Adam and text with Shadie,” “JP and I would Gchat,” “I would mostly hold my meetings in the utility closet at 11 a.m.”) are instantly recognisable to anyone who has struggled with juggling multiple communication platforms.
• Intrigue: The phrase “It would change the way teams communicate” is repeated twice in quick succession, creating a sense of anticipation and curiosity. Viewers are left wondering, “How exactly will this ‘Slack’ thing change things?”.

WHY IT WORKS

• Storytelling: The video tells a clear and compelling story. It follows a simple narrative arc: problem (communication chaos), solution (Slack), and resolution (a happy and productive team).
• Humour and Personability: The video is funny and engaging, thanks to the witty dialogue and the relatable characters. The team members come across as genuine and likeable, making it easier for viewers to connect with their experiences.
• Show, Don’t Tell: The video effectively demonstrates Slack’s features in action. Rather than simply listing its benefits, it shows how the platform streamlines communication, file sharing, and integrations.
• Social Proof: By featuring real team members from Sandwich Video, the video provides authentic social proof. Viewers see how Slack has positively impacted a real company, which builds trust and credibility.

TAKEAWAYS

• The power of humour and relatability: When it comes to marketing complex products, humour and relatability can be incredibly effective tools. By making the viewer laugh and feel understood, you can lower their guard and make them more receptive to your message.
• Focus on the problem, not the product: The most successful marketing videos often focus on the pain points that their product solves, rather than on the product itself. By highlighting a problem that the viewer can relate to, you can create a strong emotional connection that makes them more likely to engage with your solution.
• Show, don’t tell: Don’t just tell your viewers about your product’s features; show them how those features work in the real world. Use visuals, demonstrations, and customer testimonials to bring your product to life.
• Leverage social proof: Social proof is a powerful psychological phenomenon that can be used to increase trust and credibility. By showcasing how real people are using and benefiting from your product, you can make it more appealing to potential customers.