Wine videos on YouTube don’t usually get all that many views. Mine occasionally go into four figures (unless it’s about labradoodles, where I can hit six!), but some recognized wine journos regularly fail to get to 100.
It’s everyone’s dream, of course, that their video will go viral. For Stephen Cronk, of Provence producer Mirabeau, the dream has come true. His video (Mirabeau video #222) has rocked up more than 3 million views (both on YouTube, and the embedded version on his website). It’s a short film (less than a minute), showing how to remove a cork from a bottle without a corkscrew, using a shoe. It’s not the first time that this has been filmed, but Stephen seemed to get the video right (being short helps) and managed to catch the wave.
‘Its success has surprised me as much as anyone else,’ said Stephen when I quizzed him. ‘The “shoe method” has probably been known for hundreds of years and I think there are several (if not dozens) of versions on YouTube too.’ So why this one? Us marketing blogger Jennifer Williams has given a very good explanation for the Mirabeau miracle here.
‘My most viewed video before this was “Harvesting olives and making olive oil” which had been viewed around 36,000 times, mainly (according to the YouTube analytics) by Greek males over 65 years of age,’ reports Stephen. ‘So hardly my target audience!’
He adds, ‘What is particularly good is that this is not a video of my crazy dog or cat doing a trick for the camera. It’s a wine related video, from a wine producer and that’s why we’re so pleased that it’s done well.’