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HOW THE NEW MEDIA REBELLION IN VIDEO IS RESHAPING THE PUBLISHING WORLD

Here is a gift-giving an idea for the upcoming holidays: Do not wait for one of friends, family, or colleagues to give you Streampunks: YouTube & the Rebels Remaking Media by Robert Kyncl and Maany Peyvan. Order it now & ship it to yourself as fast as possible. Or, you can find a bookstore near you, and buy it this evening on the way home from work.

Streampunks is not an autobiography from YouTube’s chief business officer & his corporate speechwriter that you could wait to read during that quiet time in the 12 days of Christmas. No, this 272-page book tells the stories behind the rising stars & creative forces transforming media, which makes is more powerful than a locomotive that is been stoked with tons of tactical advice, plan insights, trends in the digital video marketing business, and critical data.

Streampunks is an exceptional book. As long-time readers of Tubular Insights, fka ReelSEO, could tell you, I rarely write book reviews. In fact, I have written almost 400 columns for this online publication since 2011.

So, why could video marketers publishers, brands, content creators, and entrepreneurs spend the incredibly valuable time reading Streampunks? Well, here’re the 4 useful tips, 3 key trends, 2 killer stats, 5 vision things, and a small town in Missouri that you should know.

YouTube: Strategy Advice for Online Success

Content creators will find many tactical advice for launching successful channels, growing their audiences, funding their creativity, and partnering with sponsors in backstories of some of YouTube’s most influential stars. Here are just 4 useful tips:

o    Kyncl & Peyvan write, “Authenticity is a term that is thrown around a lot in new media, however, in a world in which anyone could curate how they’re seen on social media, the importance of appearing genuine & accessible has just grown. And few creators convey that better than Tyler Oakley.” Oakley suggests this advice to someone who needs to start a YouTube channel: “I would say, suggest to YouTube what only you could offer. That is going to be the way that people subscribe. If you are doing what someone else already does, you will be a second-rate version of that.”

o    Streampunks says, “If there is one thing Lilly Singh knows, it is her audience. And that customer is global.” According to Tubular Labs, 41% of the engaged audience for the channel on YouTube comes from the USA, 8% from the United Kingdom, 7% from Canada, 6% from India, and 3% from Australia. Now, it is easy to understand her appeal in Canada and India. However, anytime she sees her numbers in Australia going up, she will throw them a shout-out – her viewers Down Under love it.

o    The authors acknowledge, “When John Green spoke to a gathering of the largest advertisers, he told them that he & his brother earn more money from the channel’s merchandise sales than from ads. He said advertising makes up only 20% of their total revenue & that share has been declining over time.” 3 months later at VidCon 2015, Green explained, “Our educational channels Crash Course & SciShow are funded mainly by viewers that voluntarily support the shows through Patreon, and selling posters & t-shirts through DFTBA Records support more revenue from merch than we have ever made from ads.”

o    The book observes, “Maybe nothing has pushed advertisers out of the comfort zone more than partnering with the Internet creators. And there’s no creator that knows more about partnering with brands than Casey Neistat.” The YouTube personality, filmmaker, vlogger, and co-founder of Beme suggests this advice to brands: “Tell them to seek the creators that they actually like, make a dynamic relationship with them, then empower the creator. ‘Here is our product, here is what we are trying to accomplish. What could you do? How could you organically work this in a key that your viewers will seek to be meaningful?’”

3 Key Online Video Trends

Publishers will know plenty of trends in digital video marketing business that are radically changing the media landscape. Here’re the dealmakers who have spotted three key trends:

o    Kyncl & Peyvan show how Scooter Braun, the founder of SB Projects, has built one of the most successful music management businesses in history. Braun saw a YouTube video of a 12-year-old Canadian kid at a talent show. Following an extensive search, he could reach the mother of Justin Bieber on the phone. In 2012, his COO sent Braun an email to a hilarious new YouTube video featuring a Korean American. That video was “Gangnam Style” by the K-pop artist Psy. Braun banged out a 2-word response: “Find him.” Braun represents both artists. The Justin Bieber VEVO channel has 32.4 million viewers & almost 16.5 billion total views, and the Official Psy YouTube channel has 10.8 million subscribers & over 6.4 billion views.

o    Streampunks says Brian Robbins, the founder of AwesomenessTV, got his major break in Hollywood while a teenager, as an actor on the TV show “Head of the Class”. He played Eric Mardian, a rebellious high schooler that wore leather, rode a motorcycle and hated school. But Robbins met someone in 2010 that he had never heard before: Lucas Cruikshank, a young YouTube star that had invented a character named Fred Figglehorn. Robbins asked his kids if they would hear of Fred. “Of course we know Fred,” they replied. Robbins realized, “ The kids were living in this all alternative universe that anybody in Hollywood was paying attention to.” Founded in June 2012, AwesomenessTV targets teenagers & preteens, aka Gen Z. Its YouTube channel has about 5.7 million subscribers & gets over 58.7 million views a month.

o    The authors say, Shane Smith, the co-founder & CEO of VICE Media, was among the first in the news business to offer that half of those between the ages of 18 – 29 get their news online. Smith saw YouTube & thought that “nobody is making quality Internet video with a point of view & an attitude and a certain style.” And he realized, “The voice of God, ‘Here is what you should think about this,’ language did not resonate. Whereas the ‘We are going to press RECORD, show it to you, and you could figure it out’ was much more resonant with Gen Y.” Launched on YouTube in 2013, Vice Newsnow has almost 2.5 million subscribers & gets over 17.8 million views a month.

 

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