Yes, they are.
And the company is… *drumrolls* … Deel.
Yes, Deel, the HR and payroll app.
It is new, it is fresh. Just 19 accounts and 173 videos so far, but already 3.7M views.
At first glance, you might think, wow, this is already a big win.
But if you look closer, you realize the videos are completely indirect.
They focus on HR comedy, not on selling the product.
Which actually makes a lot of sense, because making a B2B app go viral directly is… almost impossible.
So it is straight comedy.
What is the point? (Heard you thinking out loud).
If you are a small company, probably not much. But if you are a large one, awareness becomes the real game.
At that scale, the lifetime value of a customer/company choosing Deel over Remote is massive.
Their cost to acquire a customer is likely in the hundreds, maybe even thousands, of dollars.
Think about Ramp. Ramp sponsors almost every podcast, so the logo is everywhere. When you start a company and hesitate between Ramp and Brex or another provider, you naturally lean toward Ramp.
That is what awareness (at scale) does.
With Deel, though, there is no logo, no product mention, nothing at all. So maybe they plan to connect the dots later.
A B2B company that has been doing this for some time is tl;dv.
The difference is that they use branded accounts with their name and logo, which feels closer to an awareness first, Ramp style approach.
So what is Deel actually attempting here? Most likely, they do not know yet. They are experimenting, learning what gets views and how views are created. Once they understand that, they will start fine tuning the strategy.
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