Whatever you do, don't watch the Dollar Shave Club or Kony videos. If you've already seen them, forget about them and move on.
YouTube reports that it has 800 million unique visitors per month who, combined, watch a total of 4 billion hours of video. Sounds good so far! But now let's look at the competition for those 800 million pairs of eyes. How many other videos are on YouTube standing between us and our captive audience?
The conclusion: the odds are stacked heavily against our business videos getting more than a handful of views per day on YouTube. Yes, occasionally a video will go viral and give us false hope, but to focus our efforts on this elusive virality is equivalent to us spending our marketing budgets on Powerball tickets because there was a big winner two weeks ago.