YouTube: The Viral Perspective

Speaker:

Matthias
Content creator
YouTube
Matthias creates content for Google funded super-channels, his own successful channel, and specializes in integrating branding into his products. He was one of the first content creators on the new DreamWorks owned AwesomenessTV YouTube super-channel. His content has received millions of views on the AwesomenessTV channel and is regularly aired on Nickelodeon television. He was an agent for the 2013 Ford Fiesta marketing promotion, the “Fiesta Movement” and won ‘Best Cinematography’ for his Fiesta brand integrated commercial. Ford uses his content regularly in advertising across the web. Since starting YouTube content creation less than two years ago, he has garnered over 30 million collective views across youtube with over 140,000 subscribers.


Looking back 20 years, someone like John MacClane (Die Hard) connected with viewers because he was an average Joe being the hero. This is exactly what YouTube is, for everyone. YouTubers are real people – accessible and likable. Advertising is also much cheaper – not just PPC based ads but connecting to YouTubers to advertise within their own videos. These costs are so much lower than something such as TV.

YouTube is often looked at as unmanageable. It moves much faster than any other visual medium. Not enough companies see the company-consumer relationship within a YouTube video by a trusted YouTuber. As well as this, these YouTubers have a massive social presence on other networks such as Twitter, Facebook, Vimeo and Google+. Ads integrarted into videos are much more influencial, such as Ford:

Fiestas were given to 100 influencial YouTubers in order to make content and it really worked. YouTubers are also the best collaborators. These videos can then be used in paid ads without additional production costs. Here’s another for the launch of the iPhone 5S, including an interview with Lorem Ipsum:

There’s a lot of content but most of it sucks. The video above took 4 days and 0 budget and has now attracted 5.5m views. Spend more time on writing the content rather than producing it. There’s always going to be anomalies such as Harlem Shake and Gangnam Style – but they were extremely engaging. It created remixes and more content was produced off the back of it – which is extremely powerful. Unless you push it it’s going to fall flat on its face.

The reason why hesitation is bad news is relevancy. Timing is everything and someone WILL beat you to it.

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