72 THE POWER OF VISUAL STORYTELLING The “Gifts for Him” and “Gifts for Her” videos ran for 10 days, and they attracted 22,682 views; there were 2,609 buy clicks on the gifts, with an average click-through rate of 11.5%. A lastminute.com spokesperson said, “Video content like this where the viewer can click and buy products or Video allows you to show a more services from us while the video is playing has proven that relaxed or human side to your it drives sales and engagement for the brand, and we’ll brand. 48 continue to invest in this in the coming year.” In 2012, a video promoting a razor blade business called Dollar Shave Club went viral—and to date it has had over 10 million views on YouTube (http://www.youtube.com/user/ DollarShaveClub). The video features the company’s founder, Michael Dubin, walking through a warehouse giving essentially a stand-up com- edy routine and telling men to buy his razors. The initial results were spectacular: the company’s server crashed within an hour of the video going live from all the referral traffic as 12,000 orders arrived in the first 48 hours. The video launched the company and turned it into an over- 49 night success. YouTube offers you a chance to be responsive to your audience. The in-depth analytics let you see not only popularity, likes, and shares but also demographics. You can use this information to make decisions on future content. For example, if you discover that you are popular in one part of the world or with one age group, you may wish to use more mate- rial to appeal to these demographics. Alternatively, you could look at why you are less popular with other groups and focus on changing that. YouTube offers a chance for a more informal look at your company beyond your traditional advertising. There are many ways of connecting with your customers and reaching new audiences, so don’t limit yourself to posting only your company’s TV commercials—try and think of all the ways to use video to show a 360-degree view of your company and products.