While SME budgets don’t stretch to those kind of production values, compelling storytelling can be done cheaply; remember that Wren Studios made the most-viewed fashion film of all time for just $1,500 (£960). Being funny is another route to viral success – although it’s not as easy to hit those marks; a much-satirised advert for Ojai Valley Taxidermy was a huge SME success – but again, the reasons for it becoming so widely shared are hard to pin down.