Review of Self-Balancing Electric Scooters 2015-2016: Everything You Need to Know

Which self-balancing electronic scooter (cheap Segway hands free Hoverboard) should you buy? Here are 9 frequently asked questions- and They’re all from the same manufacturer, so select yours based on the price, shipping time, and seller trust.

hoverboard 2015
Charlie is 11 and is handling the self-balancing scooter well, but I’d be careful about kids under 14. As of this writing, Charlie’s hover board has not caught the house on fire.

January 2016 update: This blog post reviewing hover boards apparently filled a void: traffic to this “everything you need to know about hover boards” article has been insane! But a lot has changed in the past 45 days…

The bad news: in min December Amazon discontinued most models of the hover boards due to manufacturing problems causing batteries to overheat and even catch on fire. So buyer beware. This killed our US access to a lot of the low-cost models, and hover boards are not sold yet by traditional US distributors like Walmart, Kmart, Target, ToysRUs,

The good news: some manufacturers have convinced Amazon they are selling safe models. Here is one called “3rd Generation Smart Balance Intelligent Personal Mobility Device.” Here is another but only in white. Also some good long-term news Razor scooters bought the US patent so that company may eventually have a quasi monopoly on these, and that means higher prices. I can’t recommend a Razor yet because of the poor reviews.


Okay nowwww back to the original post with those edits:

The hot seller for Christmas 2015 was the new self-balancing 2-wheel electric scooters (also called incorrectly a hands-free Segway, razor skooters or hoverboard).

They sold like Heelys in the early 2000s. It takes maybe 5 minutes to learn if you’re mildly coordinated (so it took me 10). My four kids picked it up WAY more quickly than my coworkers.

Here’s what’s fascinating. These Segway-like handle-bar free scooters are getting tons of news coverage because celebrities and YouTubers are cruising around on them. But journalists are missing a vital piece of the story… they’re all made by the same dang Chinese manufacturer yet they have various brand/labels and range in price from about $300 to $1000. 

I’m writing this post because it’s really hard to find accurate, comprehensive review information or where to buy the best one for the best price. So in this post you’ll find:

Review of self balancing electric scooter and where to buy least expensive best one
Which self balancing electric scooter should you buy? Regardless of the brand name, they are all the same. So buy via trusted seller (like Amazon), and choose based on the price and shipping time (as well as Amazon ratings)

Now, dear reader, here are the 9 Frequently Asked Questions (FAQ) I would have liked answered before I purchased one:
Which to buy.

  1. Which self balancing electric scooter brand should I buy?

Good news. It doesn’t matter! Here is one I found on Amazon but they’re really hard to find right now. They’re almost all still from the exact same manufacturer in China (wholesale prices vary by the lot, but I’ve seen them for around $200). Look at the images and you’ll see they’re all the same except for the names splattered on them like eRover, PhunkeeDuck, IO Hawk, Oxboard, Cyboard, Scoot, Future Foot, Monorover, Airboard, Freego, Esway, Airwheel, iEZWay, Overoad. I don’t think Razor makes one and they’re not Segway brands even though people think they are. So buy on price, shipping speed and from a seller you trust. A lot of them are on backorder and can take a month to arrive. I see some are buying from Ali baba or express or whatever, but I’m nervous about that.
Where to Get Deal.

2. Where can I buy the scooter for the lowest price?

Per above, Amazon has a lot and here are the most popular self-balancing scooters they sell. Unfortunately, toy or major retailers (Walmart, Target, ToysRus, Kmart) don’t seem to have them yet. And even when they do they’re likely to mark it up significantly. For instance, if they purchased from wholesale at $200, they’d likely retail it for $400. You’d be getting the same thing (but you would be able to return it to the store, which would be convenient). Again- you can try Ali Express but I don’t know them. Here is the only one I could find on Amazon as of April 2015.

3. Tips if you decide to buy via on Amazon:

  1. Don’t be deceived by the price and Prime shipping. Sometimes the seller will provide a nice starting price and a range, where only one color will be low priced and Prime.
  2. I would hesitate buying one that doesn’t have a lot of ratings yet. If you’re really cautious, then you find one that has good shipping and price, and sort comments by four-star ratings (If someone’s faking positive reviews they usually rate 5, and 4-stars tend to be more objective).
  3. But here’s what’s important- Ignore any product-specific comments unless they’re many product problems since they’re all the same products. Instead look for notes about shipping or service or refunds.
  4. Consider the extra protection warrantee from a separate seller (I got the SquareTrade 2-year protection plan but I’ve never used them…. I just liked the idea of not having a hassle on replacements (and hopefully they don’t first force me to deal with the manufacturer).

4. Will it break? Will it have money back warrantee ?

Most online reviews are positive, but I’ve seen a number of reports that suggest the Chinese quality-control leaves something to be desired. Some comments indicate they do break, batteries die, and sometimes the battery burns. For less than $25 I bought a Square Trade protection plan that covers up to $349.99, and I hope that’s my backup if it fails. You buy this protection plan separately not from the manufacturer and to active it, you send the receipt to them via email. I expect to use it so I’ll update this post if I have problems. I do not recommend trusting the seller to take a return or honor any manufacturer warrantee.

5. How do I learn to use it? Is it safe?

Here’s a nice tutorial video on how to learn it. Here are the basics:

  1. You  step on it one foot at a time, but quickly (using a wall for support).
  2. Then you lean forward as if you’re going to fall over and you need to trust it.
  3. If you start to compensate your balance as you instinctively will you’ll get unstable… because it’s doing the same thing.
  4. Don’t tilt your feet forward like you’re pressing a pedal. Lean forward like you want to drop to a pushup. The more you do this, the faster you go.
  5. Turning is totally intuitive,  and you can spin around almost effortlessly.

Here’s me trying it out at work yesterday

In about 10 minutes I was cruising confidently in the hallway of my office...
In about 10 minutes I was cruising confidently in the hallway of my office…

But BE WARNED. It’s deceptively dangerous, so take precaution and use helmets. One of sons took a major spill while I was typing this, and he’s down on the ground with ice on his back.

Update January 2015: The discounted models referenced in this report apparently are not safe, so I’ve stripped out the links. I still own my two and we only charge it while monitoring them. But there have been reports of fires, and this has crushed the entire Chinese market for cheap ones that may violate patents. I’m quite confident the news has been overplayed by business interests, but it’s still a major “buyers beware.”

6. How long does it take to charge and how long will it last?

The online reports say it charges in an hour or two, and can go about 10-15 miles on a single charge.

7. How fast does it go?

It will go 4-6 miles per hour and it beeps when it’s maxed. That’s about the speed of a normal jog… it moves quick so ride carefully especially when stopping abruptly, turning or hitting bumps.

8. How heavy and big is the scooter?

It’s about 25 pounds, so it’s heavier than it looks. The length is 23 inches and the width about 8 inches. The stability means that it can carry up to 220 pounds.

It's about 25 pounds. And the length is 23 inches with a width of 8 inches
It’s about 25 pounds. And the length is 23 inches with a width of 8 inches

9. On what surfaces can I ride it?

It works great indoors or on carpet, but it can handle well paved driveways, streets or sidewalks. Watch out for bumps or curbs!

Here’s a nice review video that summarizes a lot of this.

Which electric scooter should you buy for the best deal?
Which self balancing electric scooter should you buy? The cheap one!

Specifications on mine: It’s about 25 pounds and can allegedly run up to 10-15 miles per hour. The wheels are rubber so they won’t go flat. The  charger voltage: 100-240v. Battery: 36V 4 4Ah Lithium Battery Dimension: 584 186 178 mm (23 inches by 8 inches).


How To Get Views on YouTube (via Kindle)

So you want to know how to get views on YouTube. You want to grow a vibrant YouTube channel, go viral, and become the next Ray William Johnson. Do you cheat, or choose a more proven way?

No Kindle lovers… you could read a great American classic on that sun-enabled iPad you call a Kindle. Or you could dive into some magazine article about the proliferation of germs on door handles. But here’s “How To Get Popular On YouTube Without Any Talentright on the Kindle store. Is this a blatant promotion? Yes!

Oh it’s 34 pages long which is pretty beefy even though the image makes it look like a tomb.

Do YOU Have What It Takes to Become (and Stay) a YouTube Star?

I’ve written plenty about how to become a YouTube star (see free eBook v2 and “Beyond Viral“), but today’s post is the first of a series about the persistence of some top YouTube talent. It’s one thing to break through the clutter and develop a following, but quite another thing to maintain it… the latter takes consistency, adaptability, time, ability to spot trends, endurance, patience, loads of work, and thick skin.

You don't become a top YouTube star for talent and charisma alone. And you don't stay there long without some mysterious skills and character. So what's the common thread?

Yesterday I sent a note to about 20 top YouTube stars… focusing mostly on the independent acts who didn’t have a large fan base until YouTube (that excluded offline “real” stars, musicians, and production companies). If you’re interested in my e-mail to them, select “more” below.

The key question I asked them is simply, “what keeps you going.”

Now I’d like to share 3 of the early responses (part 1 of a series), and ask you WillVideoForFood readers the same question in a different way. What do YOU think separates the leading YouTube creators from the rest of us? Is it talent, consistency, interaction with fan base, variety, adaptability, omni-presence? Or is the underlying currency, as Producer Fred Seibert observed to me, “narcissism”? I don’t think Fred meant that word to carry the negative baggage, rather he presented it as a base characteristic of enduring entertainers… it’s what allows them to overcome the many barriers and exert uncompromising effort.

Thanks to Brittani, Rhett and Charles for giving us some insights into how passion, teamwork and community serve them. Stay tuned for more from WheezyWaiter, Michael Buckley, VenetianPrincess, Hank Green, KipKay, Edbassmaster, and others. Their responses may surprise you!

1) BrittaniLouiseTaylor: Passion

“What keeps me going?  Simple, passion!! I am an actress, and I get to cast myself and play whatever role I want.  My creativity is not dependent on knowing the right person, being at the right place at the right time, I am in control of my destiny. You have to stay positive and keep the passion that you had when you first started making videos.  Being on Youtube is like being in a relationship, you have to put work into maintaining it and keeping your interest. You hit patches where you are like “Uhhhh what video should I do next.”  Most of the time I have some crazy idea, but if I have to do something last minute because I have had a busy week, I do it last minute.  I am determined to have a new video every Saturday and Sunday, if it means me staying up all night that is what I’ll do! Numbers shouldn’t matter, Youtube is always changing and things will go up and down.  You have to do it foryou.  At the end of the day, did you like the video?  Are you happy with it?  That is all that matters!


2) RhettandLink: Power of Two

RhettAndLink's Rhett were determined to support themselves from their passion, and attribute their persistence, in part, to the partnership
Thanks for asking! I think the reason is three-fold, and in no particular order.  The first reason is that once web video became our primary source of income (and I’m talking almost ALL of our income from 2007-2010), we developed a business model based on fairly consistent content.  So our time and energy were all focused on making videos.

The second reason is that we keep having new ideas.  We keep coming up with stuff that we want to create.  A related reason is that our success isn’t based on one genre.  We’ve tried a lot, and a fair amount has worked. The last reason is the fact that there are two of us. We are much less likely to quit because we can motivate one another. Thanks! -Rhett

3) CharlesTrippy: Community

Hey man!! Hows it going on your end?! Ive been watching your unclenalts videos and I am like “dude, when did the kids get so old!!” insane! (your fam is the original tards! haha). What keeps me going? Yah, you kind of nailed it with your points but I think there are a few reasons that keep me motivated.

I’d say the community plays a HUGE part – just when I get discouraged or frustrated I go back and read the comments and it seems to pop me back in place, you know? I also think about the future and I love the fact that i’ll have these videos/days documented. We’ve been lucky enough to pretty much film Alli and I’s entire relationship (we started like 5 monthsor less after dating) so to have that means a lot to us. Also, I don’t want to say it’s really motivation but the fact that Youtube/Google pays it’s creators keeps me motivated because I can invest all of my time in it and still make a life for myself and my family 🙂 Don’t get me wrong, it’s not easy I know you posted daily (sometimes twice) for a very long time so I know you can relate. I think above all the community is the #1 source of encouragement and motivation for me…. -Charles Trippy

CharlesTrippy had a large following, and grew it to a new level when he joined his fiance Alli in the daily "Internet Killed TV" series

Coming soon: Responses I’ve already received from YouTube’s most-subscribed: WheezyWaiter, Michael Buckley, VenetianPrincess, Hank Green, KipKay, Edbassmaster.

To see my note to these peeps, click more. And don’t forget to comment yourself: what do YOU think it takes?

Find Viral Videos Before They’re Viral

If you're just finding out about the "exploding whale" or "Friday, Friday" you may need this post.
If you're just finding out about the "exploding whale" or "Friday, Friday" you may need this post.

Remember that video curation was supposed to be all the rage last year and 2011? I’m still not seeing it get enough attention, but that will change as online-video consumption moves from desktop to simpler devices: mobile and remote controls. Why? Sans keyboard, it’s just not as easy to self-select videos, so we’ll need simpler controls (more Roku/AppleTV, less Sony’s 400-button, 2-dial TV remote control) … and better aggregators.

The answer lies in a careful mix of three (3) important variables:

  • crowdsourced (liked people like me),
  • editorial (someone whose taste I share) and
  • personalized recommendations based on my history/preferences.

In the meantime, I’ll offer a few favorite places that are directionally close, and invite you to add yours in comments (it’s participation time). Together we can perhaps create an aggregation of aggregators. A curation of curators. Then we’ll create a big ass website that collects them all, and we’ll sell $1 CPM banners on them and become hundredairs.

  • Reddit Videos: The kids at Reddit have good taste. Period. I want to be a Reddit influencer when I grow up.
  • There's no contextual purpose of this photo. I just wanted to get your attention and remind you to list any good places where you discover videos before they're cliches.

    Viral Video Chart is a good way to ensure you aren’t missing anything as vital as the “si, si, si, aquí” kid.

  • ReelSEO’s Jeremy Scott found some good pre-viral sources months ago, so check his list too. It includes:
    • Buzzfeed (see the “going viral” page),  the hiccupporcupine is going viral),
    • Devour (I wasn’t captivated on that one) and
    • Popscreen (which is kinda cool because you can search “now,” 7 days” and “30 days”).
  • eGuiders is a curated site, and I think I am/was an editor. But I forgot.
  • Martin Michalik pulls together the most viral videos on Viral Blog’s “Viral Friday.” At least you’ll know what to talk about on the weekend.
  • Zocial charts videos that are trending in social tweets/posts (Twitter, Facebook). Unfortunately I’d already seen most of what surfaced here.
  • YouTube Charts is a hidden gem on the website. It’s getting harder not easier to find recently popular videos, and instead becoming more “channel and theme” focused. But here’s YouTube “live” and here’s the page that should be more obvious on the website: the “chart” page which allows you to custom rank videos by category (humor, music), by period (day, week, month, all time) and finally by feature (most-viewed, highest rated, most liked).
One of the most valuable functions on YouTube ("charts") is hard to find

And don’t forget that if you’re a bit behind on your memes (viral ideas, behaviors, images, styles), there’s always “Know Your Meme” to catch up. It might not help you understand Jessica Black’s “Friday,” but at least provides some analysis.

If this is the last viral video you remember, then you're on the wrong blog.

P.S. If all else fails, you can check out my crap, watch “webcam girl fail,” or just piss off a few hours watching the stuff too “blue” for America’s Funniest Videos at Failblog.

Baby Monkey Song (Riding Backwards on Pig)

Here’s the “baby monkey” riding backwards on a pig song on YouTube… the one for which you’ve searched your whole life. You can buy “monkey on pig” song on iTunes too, and I did so just to support the singer (ParryGripp). Note that he’s not riding on a dog, which might have been your impression when you first saw it last fall. It’s clearly a pig, which brings it to a special level of humor. The retro 1970s Partridge Family and Brady Bunch-like arrangement also helps.

To see more of Parry Gripp’s classics, check NOM NOM NOM NOM NOM NOM NOM (the hamster/gerbil), or “Fuzzy, Fuzzy, Cute Cute,” and “Hamster Yawning in Your Face.”

This blog post requires you to sing along. And I can tell if you comply or not.

Best-Kept Secret in Video Curation: (Second Life for Viral Videos from Another Dimension)

If I was Ray William Johnson or Sxephil, I might keep this coveted “fountain of delicious video” to myself… featuring them on my own videos, with perhaps a brief credit to the creator but not the source. Alas, I lack the good sense of my big brothers on YouTube, having been cursed by an impulse to share, even when it is against my better interests.

Meet one of the best-kept secrets in non-viral video curation: Reddit’s videos. Thanks to Mark and Tim from Poptent for turning me on to Reddit.. perhaps we’ll call it the Digg for underdogs.

That tiny, unassuming Reddit icon sits on my Chrome browser shortcut panel, smiling upon me. My little alien friend patiently beckons me (sometimes two or three times a day)m promising to fulfill my insatiable appetite for rare and wonderful video gems.  Not the most popular or most current, but a collection of clips that are insanely aligned with my eclectic taste… as if the folks giving it an “up” arrow are telepathically tuned to my preferences. Here’s me on Reddit. I have no friends.

What’s lovely about this “crowd sourced” collection is that it’s not only unique and interesting videos. It’s almost always called out with a unique headline that provides an additive level of humor (it would be lazy to use the real video’s title, right?). I was recently taunted by a headline, “I don’t know what it is, but I want one.” The video featured an obscurely named video of a freaky bird/rat pygmy that falls off a scale (it inspired my recent video montage titled “epic battle of the cutest and weirdest pets“).

The Reddit picks are not always fresh, hot, trending February 2011 picks, but does that really matter? Sure if we cluster around the “most recent” and currently popular videos we build a common and uniting vocabulary. My children, for instance, surf iTunes most-popular knowing that they’ll hear it discussed at school and on the radio. That’s a social/cultural bond not known to the Insulated iPod Playlist Generation. Still, just as the dusty shelves of remaining Blockbusters hide some classic films in the “not new releases” isles… there are mounds of classic, vintage online videos from 2007-2010 that deserve a second chance. For example, remember Marcel the Shell With Shoes from Vimeo (I wrote about it on October 7 last year). It was posted on YouTube a week later, and now has 6 million views (worth maybe 3-4K to its creators, and growing). While I imagine the artistic Vimeo crowd will no longer invite Dean Fleischer-Camp and Jenny Slate to their wine tastings, the duo deserved more recognition for a meme that Daneboe might have turned into a $500,000 franchise.

I don’t know much about this mysterious army of Reddit curators, but they have a knack for finding often obscure and unseen videos (several hundred views) that deserve the honors otherwise left only to “dramatic chipmunk” or “Star Wars Kids.”

The Reddit Video collection is, I’m convinced, unviral in our world, but viral videos from a parallel dimension. That makes them even more special.

Today’s favorite picks: Steve Buscemi’s sketch where he takes hell in a vegan, feminist bookstore (fresh skit). Then Ryan Leslie turning a rap song into an improv musical performance (who cares if it’s 2008 it’s new to me). How about this intellectual debate from 1969 and American exploitation? Where’d THAT come from? How about some dude’s cousin covering Ren and Stimpy (only 300 views)? I’ve been “favoriting” the best on my YouTube channel if you want an easier way to receive these intravenously. You can still subscribe to someone’s favorites, can’t you? I can’t recall how.

Yes, it’s a motley collection with one unique and common thread: I’m glad I watched at least 72.4% of the top videos, which is more than I can say from any other aggregated source.

Biggest and Most Organized Online-Video & YouTube Community Event

There are loads of social media events, and many YouTube “community gatherings,” meetups and online video events. But the “South By Southwest” of online-video and YouTube is indisputably VidCon. Organized by Hank and John Green (vlogbrothers), the event in 2010 drew hundreds of community members, top “YouTube Stars,” and Nerdfighters (the active people who rally to reduce the world of “suck”). It also included lots of on-stage entertainment that was shared widely online. VidCon 2011 is planned for July 28-30 in San Francisco, California. Early bird discount if you book before Jan. 10, and the hotel is Hyatt Regency Central Plaza.

Here are some highlights of 2010’s VidCon to give you a flavor. It’s focused on viewers and creators, but does attract industry folks and marketers (and has a special industry track). Unlike some popular YouTube love-festivals where “big YouTubers” are VIP, this one is quite egalitarian.

Best Agency Holiday Card Celebrates Viral Memes

Well we did a recap on the worst corporate egreeting cards, so it’s only fair to share the winner of the 2010 WillVideoForFood Best Agency Holiday Greeting Video Award. I just made that award up, but it does come with a trophy and a piece of cheese.

Courtesy of CNN I give you the Klick! “SHOUT” holiday video greeting. What makes it special is that it celebrates memes new and old. I was thrilled to see the return of the Melbourn sunglasses guy (Cory Worthington).

Klick’s website. Beware of sound effects by a European unladen swallow.

Klick's Suit Guys

What We Can Learn from Most-Viewed Videos of 2010

What can we learn from the most-viewed “viral” videos of 2010? How are they similar and different from years past?

First, let’s take a look at the run-down, courtesy of YouTube and ReelSEO, here’s the list. YouTube has a new trend blog/website that’s worth bookmarking or RSS’ing: YouTube Trends.

  • The BED INTRUDER SONG! (a news clip turned into a meme with help from schmoyoho
  • TIK TOK KESHA Parody: Glitter Puke – Key of Awe$ome #13 (another Next New Networks hit)
  • Greyson Chance Singing Paparazzi (a 6th grader with Justin Bieber-like cut, featuring shaky handheld camera)
  • Annoying Orange Wazzup (Daneboe’s facial fruit was spurred to amazing popularity in 2010… note that since Daneboe launched Annoying Orange’s own channel early in 2010, the collection has been viewed nearly 400 million times… giving him more views than this entire top-10 list).
  • Old Spice | The Man Your Man Could Smell Like (hey a commercial- see what does the author of Beyond Viral know?)
  • Yosemitebear Mountain Giant Double Rainbow 1-8-10 (the dude trips out seeing two rainbows)
  • OK Go – This Too Shall Pass – Rube Goldberg Machine version (Okgo, the treadmill band does it again)
  • THE TWILIGHT SAGA: ECLIPSE – Trailer (really? a trailer?)
  • Jimmy Surprises Bieber Fan (Jimmy Kimmel is handling his old/new media balance quite well- check out the girl get a visit from Bieber)
  • Ken Block’s Gymkhana THREE, Part 2; Ultimate Playground; l’Autodrome (this is the only one I hadn’t seen- a racing car… snore). Speaking of videos I haven’t seen (even the “Viral Video Genius” can’t see them all), did you see Cookie Monster audition for SNL? If Jim Henson was alive, SNL would be auditioning for The Muppet Show.
  • So what are the common themes?

    1. Nothing sells like a song (most of the top-10 all-time most viewed YouTube videos are songs).
    2. Quirky is still nice — whether it’s manufactured (Annoying Orange) or authentic (Double Rainbow)
    3. Viral is increasingly a symptom of offline popularity (Kimmel/Bieber/Lady Gaga/Twighlight)
    4. The biggest difference between 2009 and 2010 is that professional & commercial content trumped user-generated videos, with only one true exception (the Double Rainbow).
    5. With the exception of Daneboe (Annoying Orange) and Schmoyo (AutoTune the News), none of these really spawned a new person or channel.
    6. Production quality mattered more this year than years past. Which is why we amateurs need to up our game (see my new ShootLikePro blog).
    7. Note that the top-ten list excludes major record labels, or they would dominate list. YouTube has increasingly become a free visual jute box.

    How is this list similar or different from 2007, 2008 and 2009?

    1. Commercials are still the exception not rule. This year’s popular advertising campaign/commercial was Old Spice, and last year it was Evian’s roller skating babies. I referred to the latter in my book as the “exception to the rule” that promotional videos don’t often go viral. Even though this is increasingly true, 2011 to spawn some Old Spice knockoffs nonetheless. Hopefully a few brands and agencies will try a “road less travelled” with better odds.
    2. Both 2009 and 2009 lists had a Twilight trailer. Again- this says less about online video as the fact that the films are extremely popular.
    3. Last year’s “double rainbow” was the quirky “David After the Dentist,” now at 75 million views (that’s almost half of the views I’ve garnered on my entire collection). Hopefully we’ll continue to rally around odd moment like these.
    4. As the medium matures, we’ve seen fewer “quirky” amateur clips than, say, 2008 when we had viralizations like Fred, “Christian the Lion” and ImprovEverywhere’s “Frozen Grand Central.” The memes of 2007 were even more interesting to me — from The Landlord and “Leave Britney Alone” to Obama Girl (Next New Networks) and the South Carolina Miss Teen USA clip
    5. Last year’s kid singing Paparazzi was a more choreographed wedding video (Forever). People love an amateur singer overnight success story (Susan Boyle).
    6. Almost all of the top-10 popped on YouTube. The world’s second-largest search engine remains the most vibrant channel.
    7. The teen factor is still driving views, even if each year offers content for a broader demographic.

    Each year the top 10 most-viewed hits are a smaller percent of overall views… it’s the long tail effect. Finally, do you notice anything missing for the first year in a while? No SNL Digital shorts… or sadly, anything from The Onion, College Humor or Funny Or Die.

    Okay now go buy my book, or tell a journalist to interview me for a delightful year-end segment on viral videos.

    Beyond Viral: Everything About Online Video You Were Afraid to Ask

    Who is the Target Lady?

    Maria Bamford helped turn our anxiety about the holiday rush into a playfully self-aware celebration of the insanity we call Black Friday.

    Target’s Black Friday campaign staring Maria Bamford spawned loads of “word of mouth,” and captured AdAge’s attention by ranking #2 on the AdAge Viral Chart with more than 1.5 million views in a week. Sure that’s still far below my definition of “viral video” (I’m thinking the new definition is 4 million views in a few days). But the campaign, by Portland, Oregon agency Wieden & Kennedy, clearly has become more than a 2010 footnote. Here’s Target Lady’s highlight reel, which culminates in the fantastic shot of her running through target wearing a parachute to slow her down.

    Naturally Steve Hall (AdRants) hate’s it, but TV Critic Roger Catlin gave it a “an hail Target ad lady Maria” review. AgencySpy was most impressed with the Rocky IV tune. But the real surprise, to me, was when my wife said: “wait- look at this…everyone’s raving about it on Facebook.” According to ClickZ, some sponsored ads fueled that Facebook fire.

    Click here to see YouTube’s Target collection, ranked by most-viewed.

    Some of these spots are good enough to stop you from fast forwarding TiVo. Maria Bamford has a wonderfully crazy and self-deprecating style that makes even ME feel sane. She’s not new to Target — check out her subtle “Target” reference in this video from years ago (below). She’s funny in standup (, but translates even better to web video and was a perfect fit for this wonderfully insane Target campaign.

    I hope to see her back, since I think she’ll appeal to Target’s target customer. We’ll still need our “cool” target ads, but this is distinctive and fun, and a refreshing departure from me-two department store ads (wow we’ve got deals… zzzzz). I could honestly see the Target Lady pulling a mini Old Spice video-reply campaign with personalized videos… the mad rush for holidays is far from over, but there’s not likely time for a new campaign. Hey Wieden & Kennedy- if she’s answering questions I’d like to know how many cups of coffee she drinks a day and how many hours of sleep she gets. I’d also savour, like fine wine, some behind-the-scenes outtakes from the commercial shoot.

    If you like Target Lady, write WK agency (contact information) or be sure to write Maria’s mom. Mothers need affirmation sometimes, and maybe she’ll let Maria out of the attic to reward her. Or heck, pick up a piece of no-soap made by her dad.