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The Harlem Shake is stupid, yes, we all know it, but that’s why this video trend easily went viral. There is a lesson in marketing that can be learned from the stupidity of this Harlem Shake: it’s super easy to do.

If you want to Harlem Shake you:

  • Find a location.

  • Film one person dancing for 15 seconds with some sort of costume while everyone else does their regular thing.

  • After the bass drops, film a group of people dancing badly with costumes for 10 seconds.

  • Slow down the last two seconds of the dancing

  • Insert the Harlem shake song into your edited video and you’re done!

But it’s easier than that, it took me all in all 15 minutes of editing video to completeActivEngage’s Harlem Shake. So the marketing lesson here is that you NEED to make it easy for people to contribute.

A lot of social media contests, campaigns, loyalty programs, etc try to get consumers to “get involved”. To contribute. To create content. To vote or participate on some level.

All of these efforts involve a barrier to entry. The trick is to lower that barrier to entry and make it easier for your customers to engage.

The Harlem Shake has the lowest barrier to entry of any video trend I’ve seen. It is dead simple for any office, business, group of friends to decide, film, and publish their version of the video in a few minutes.

Dealer Take Away:

If you want to eventually drive a deeper and more meaningful participation from your audience the first step to getting them on board should be easy.

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