Since fewer than 1% of all Youtube videos exceed 1 million views, maybe trying to go viral is not in the best interest for a company. There are other more important and efficient ways in making a video that is helpful for a brand. Simple things like the video description and the title go a long way for effectiveness. Companies should aim for more subscribers, not viewers so people come back to their channel and watch more videos. Also, a higher quality video that is expertly produced will definitely increase the amount of viewers. Don’t forget pray a little too because luck has a lot to do with the popularity of Youtube videos.