How this consumer app cracked the code for viral videos in 60 days.

Dupe.com is a furniture consumer app that has achieved 32 million views in less than 60 days. They are, by far, the leading case study on how to do social media marketing the right way.

Here’s exactly how they did it (and how you can too)👇

Background 📓

Dupe.com is a consumer web app that allows users to find dupes of high-end luxury furniture. The company was started by Bobby Ghosahl (former Head of Growth at WeWork) and Ramin Bozorgzadeh (former head of engineering at WeWork). Could be good to note they have also received help from Nikita Bier (consumer social expert). Instagram is where they have found most of their success, with their videos totaling 32 million views, 539K likes, and 735K shares.

Here are some of their most successful videos and how they did it:

🎬 My interior designer just showed me this…ummm wtf: 17.2M Views, 180K Likes, 322K Shares

Hook: “My interior designer just showed me this…ummm wtf”

Format: Sticky note + faceless product demo

Why this video worked:.

• “ummm wtf” = familiar language

• Hook creates intrigue around what professional said

• Interior designer = perception of credibility

• Constant engagement with zooms and cuts

🎬 I accidentally showed the world a shopping hack: 2.2M Views, 38.9K Likes, 51K Shares

Hook: “I accidentally showed the world a shopping hack that got picked up in the press and went super viral”

Format: Green screen + product demo

Why this video worked:.

• Perception of virality and popularity

• Newspaper article + user map = credibility

• Constant clip engagement = Article→Map→Herman Miller website→Dupe product

• Brand association with Herman Miller

🎬 Im going to show you in seconds how fucked the interior design industry actually is: 9.1M Views, 79K Likes, 151K Shares

Hook: “ Im going to show you in seconds how fucked the interior design industry actually is”

Format: Green screen + product demo

Why this video worked:

• Controversial graphic → West Elm listed as broke furniture

• Video is less than 20 seconds

• Insider information feel

• Actionable steps → “Simple type in DUPE.com/ infront of the any URL”

Key takeaways from Dupe 💡

• You can create an illusion of popularity without having it.

  “Tons of people have been tagging me on ____”

  “Feels like all of America knows about ____”

• People love insider information.

  “I accidentally showed the world this shopping hack…”

  “My interior designer just showed me this…”

• Be controversial with your words, actions or graphics.

  Background screenshots can be a great hook. Emails, text messages, charts, news articles, all can create authentic compelling imagery.

What you can replicate from this format 💰

• Be real and controversial in the first 3 seconds.

  “Your couch is why you’re not getting laid”

  “Im going to show you in seconds how fucked the interior design industry really is”

• Create the illusion of popularity.

  “So many people have been tagging me on ____”

  “My dermatologist just showed me this hack___”

• Create the perception of exclusive information.

  Exclusivity sells → “My interior designer just showed me this…”

• Keep your user engaged with fast clips.

  Play with cutting clips every 4 seconds. Both graphics and voice.

That’s all I got for this one. If you have any other viral consumer products you want me to break down my DM’s are always open.

Cheers!

Nick 🤝