How This Agency's Completely Blank 4-Minute YouTube Video Got 100,000 Views

Solve exposes vanity metric

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Still obsessed with YouTube views as the key metric for knowing whether a video really connected with your audience? Not so fast, says ad agency Solve, which embarked on an experiment recently to see whether it could make literally the most uncreative video go viral.

The Minneapolis agency created a four-minute video that was completely blank—no images, no sound, no title, no description. (A title, “The Blank Video Project,” was added after the project ended.) The only thing it had was a click-through URL to the agency’s website,



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