a single source, nothing corroborates it

Publish the how-to before the volume arrives

Watch for the format, meme or event people are about to start searching, and be first with the page that answers it. Being first means owning the result, which matters more than production quality: two teenagers ran a live subscriber-count comparison and ranked top on both YouTube and Google. Rename the thing to carry the exact words someone would type after seeing the clip.

The method

1. 01

   Watch for the memes and formats just about to break, and publish a how-to video for each one before the search volume arrives.

2. 02

   Being first with a new format means you own the search result for it, which matters more than production quality.

3. 03

   Spot a rivalry or event people are about to start searching for, and be the first to publish the thing that answers that exact query.

4. 04

   Close the loop between the viral clip and the product: rename the thing to include the exact words someone would type after seeing the clip.

What it returned

• 16

  Flare TV, run by two 16-year-old Canadians, launched a live subscriber-count comparison for the PewDiePie versus T-Series race and ranked top on both YouTube and Google

• Kapwing's meme tutorials on YouTube draw 420k views a week.

• Nobody had built this format before, so Flare TV's stream ranked top for anyone searching the matchup

• He retitled the track on YouTube and SoundCloud to carry the lyric people were hearing in the meme, so searches for that line found the song.

Sources

• Kapwing's YouTube strategyHarry Dry · Marketing Examples · Kapwing's YouTube strategy · undated
• Growing 2.5 million subscribers piggybacking on viral trendsHarry Dry · Marketing Examples · Piggy back on viral trends · undated
• The marketing genius of Lil Nas XHarry Dry · Marketing Examples · Part 3 · undated