For countless viewers, CMC Hardwood Floors' adhesive applicator demos became an "oddly satisfying" balm during quarantine. The short videos, which feature a battery-operated adhesive applicator applying adhesive to subfloors, were picked up by numerous viral sites, "I guess because they're mesmerizing to watch," says Marcos Proti, owner of the Los Angeles-based flooring company. Along with a flood of comments that the applicator "makes the glue look like ramen noodles," the videos have generated more than 500,000 views on CMC's Instagram, which has more than 17,000 followers. It's not the first CMC video that has inadvertently tapped into the "oddly satisfying" internet video genre—a CMC finish application video shared on Rubio Monocoat's Facebook in February generated nearly 12 million views and helped pave the way for Proti's adhesive video success. Proti has experimented with his company's social media for years, and he says while consistency is key, so is engagement. "Your account has to be 'alive.' Meaning, spend time commenting, responding and engaging with people in the industry on social media," Proti advises. "Even if you devote 10-15 minutes a day to liking, commenting and discovering content, you'll see a return over time."
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