What does the fox say? That simple question has led to an immensely popular YouTube video. The music video, created by Norwegian comedy duo Ylvis, features people dressed in animal costumes, alongside lyrics about the sounds each of them makes. They then wonder what sound the fox makes, and speculate on a few random nonsense sounds. It’s very simple and rather silly, but the video currently has nearly 250 million views.
But does a flash in the pan hit on YouTube really mean content marketing success? True, a lot of people are viewing the video, but that isn’t the endgame. The goal is to channel that success toward actual monetary gain. How do you do that with a YouTube video? Too often, these pop culture phenomena end up fizzling out and having no lasting impact apart from their single hit.