Last week, the internet couldn’t stop talking about Arc’s new launch video.
Look at these tweets!
Founders everywhere are asking their marketing teams to recreate this kind of magic to help their product be shared like this across social.
As I watched, I jotted down a few notes for why I thought it was such a hit.
01. Breaks convention through extreme self-awareness
Unless you are Steve Jobs presenting the new iPhone, most keynotes are equally parts boring and cringe.
Instead of trying to over-promise with a product “that’s going to change the world” they flipped this announcement on its head and made fun of the whole idea to begin with.
If you’re a potential customer who thinks most of these tech announcements are ridiculous (hi!), you immediately get the sense that Arc might just be for you.
Props to Josh, their CEO on camera, for playing the part perfectly. Most founders would be scared to get on camera to poke fun at themselves before announcing their new vision. He held character long enough to break convention perfectly.
02. Marketing that reinforces the problem, not just the solution
Arc’s new product vision centers around the message, “A browser that browses for you.”
What’s so great about this line is that it reminds someone about the problem before introducing a solution.
Problem: A browser doesn’t actually browse 🤔
Solution: What if we actually delivered on its promise - and browsed for you 🤯
You’ll notice throughout the video they hit this message again and again in different ways, without feeling like they’re selling anything to you.
Instead it feels more like they’re letting you in on the secret that browsers are a cash cow for Google & Apple, using written and visual metaphors to drive this point home.
It’s what Steve Jobs called “The Virus of Doubt:” Reminding the customer of the problem all over again to prime them for the solution.
Arc does this perfectly with a tagline that states: “A browser that’s going to browse for you.”
Here are just a few ways they frame it throughout the video:
“Why go to a search engine when we can bring the links directly to you?”
“Instant links. Skip the middleman.”
“Tell Arc what you’re looking for, and we’ll go grab it for you.”
03. Emotional reactions > Technical features
This video doesn’t feel like a sales-y infomercial! It’s relatable, self-aware, and more entertaining than a traditional ad.
Notice how they shoot the video in a familiar setting (at a restaurant) instead of a huge auditorium or office.
Then when demoing the product to members, they use culturally relevant examples from the zeitgeist—i.e. Searching True Detective, seeking out dinner reservations, researching recipes, etc.
Also notice how 90% of the story is about demoing use cases (over features) and people’s emotional reactions when using them.
Some of my favorites include:
“It’s like what you’d have an intern do.”
“Stop it.”
“That’s a game changer.”
Most importantly, notice what they aren’t doing: Featuring their tech.
Instead, they push a feeling of hope — that it’s possible for the internet to work for you (rather than you having to do all the work).
Which is awesome because creating a category is more like building a movement (rather than selling a product).
What’s great about Arc’s strategy: They appeal to anyone who wants the internet to work harder for them…even if they aren’t actively in the market for a new browser.
🍳
Anyone else love this video? Would love to hear why.
Mad props to Arc for having the courage to make something great.
Quality is the secret ingredient to going viral. And I hope this example of marketing inspires others to push the envelope in a similar vein.