Three Tips for Working with YouTube Stars

There is a revival of high quality branded content happening right now. Brands like GoPro, Red Bull and Marriott know what Procter & Gamble knew when they created Soap Operas at the dawn of TV; nothing is more powerful than great content. And to create great content you need great talent.

We recently launched the final episode of our series FOOD FOR THOUGHT with Matt Santoro. It is our highest performing series to date with over 1.5 million views and is responsible for doubling our YouTube subscribers from 60,000 to over 120,000 in just two months.

I’ve distilled some learning from the process into three techniques you can use to help you work with YouTube stars and create impactful content.

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JK Wedding – 12 Million Views thanks to ‘The Office’

As I predicted, the JK Wedding video had a huge spike thanks to the Office Season Finale spoof. According to Mashable

According to Visible Measures, prior to the comedic television spoof, the video was averaging around 105,000 views/day. Immediately following Jim and Pam’s TV wedding done JK-style, however, the original once again got passed around with alacrity with over 400,000 views in a single day.

If only Jill and Kevin had a rev share with YouTube, they would have been able to pay for those silly brown suits.

Billions and Billions

In 1994, Apple Computer began developing the Power Macintosh 7100. They chose the internal code name “Carl Sagan”, the reference being that the mid-range PowerMac 7100 should make Apple “billions and billions”.

Today YouTube announced that they serve one Billion videos a day. So in honor of that, is this:

NBC Loves Random Dancing and Transcends Mediums in the Process

Last nights Season Finale of ‘The Office’ ends in the epic “Office Wedding Dance’ (above). Leave it to ‘The Office’ to transcend mediums and spoof this popular viral in a way as… touching as the original. In fact, it’s probably more touching. We’ve been rooting for Pam and Jim for five seasons. We know the Dunder Mifflin crew in an intimate way that only television (At least, for the moment) can create.

I wrote about the original JK Wedding Dance previously and it’s now more important than being Sony’s #8 music video on YouTube (And I bet that will rise the ranks for a few days following the Office spoof). It’s a new kind of  Traditional and New Media merge – One of content and ideas rather than technical or distribution paradigms. It sets a precedent that it’s ok for TV to copy the Web. Audiences will get it.

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The Music Industry’s Gotta Feeling

Sure, there are production snafus, but the 172 communication students (And boy, Com majors really are the same everywhere) who put together this one-take ‘lipdub‘ did a damn good job. Allegedly only took them two takes, but I assume hours of planning. Impressive stuff.

You know what else is impressive? Half a million views in two weeks. You know what is smart? Instead of removing the video from you YouTube due to copyright infringement, it is – you guessed it – Monetized.

Is the music industry finally starting to get it? Perhaps there IS hope in this new world! Now, lets find  a way to get all video content monetized and end the damn Piracy Witch Hunt.

Dancing and Piracy – When My Posts Combine …

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According to NewTeeVee the the JK Wedding Entrance Dance (above) is Sony’s 8th most popular music video on YouTube, with nearly 26 million hits.

When it was first released, Sony had a major problem. The song, Forever by Chris Brown, was their ‘property’. Lord knows Jill and Kevin Peterson didn’t pay no stinkin ASCAP fees. And now, my lord, it’s on YOUTUBE?!

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