Being a YouTube “star” (if I may say) is somewhat overrated. Indeed it’s truly awesome to have an audience, interact with a community, and generate income from something you enjoy… There’s something else more rewarding and enduring… helping or watching friends or fellow Tubers achieve greater success.
Check out this piece about Shaycarl from Forbes’ Michael Humphrey. It’s part of an interesting series call “Boom Tubers.” Humphrey doles out the questions, and the Tuber (or its ghost writer) responds. Certainly Shaycarl would be “epic” without you and me. But for those of us watching him before his epicness was known, it’s cool to see it acknowledged in “mainstream” media, don’t you think? His photo on an album cover… loads of media. It couldn’t happen to a nicer guy.
Here’s an e-mail I got from ShayCarl (who read, or alleged to read, the piece back in January of 2008). I reserve the right to surface this e-mail bi-annually.
NALTS!! You are a true genius! Im not just saying that. I just read all 34 pages of your book and LOVED it..I think that it’s good that you did this for free but could definitely foresee you charging for this or something similar in the future. I’m very new to YOUTUBE. I made a video called “HE MAN GERM” in response to SXE Phils contest “how to get a popular show series or vlog” at the last second and by some unicorn miracle was selected as one of the top 5. Now that video has been viewed ALMOST 10,000 times. I’m waiting for it to hit the 10k so I can celebrate!! But now I’m addicted to this DAMN thing called YOUTUBE “I could totally quit I just don’t want to” and my life has turned upside down. I have been looking for something exactly like your book this whole time. Anyways I remember what you said short and sweet.. Thanks for being a YOUTUBE mentor…Official SHAY book rating—-3 thumbs up! and since I only have 2 thumbs thats pretty dern impressive!!!!
And now the “mentor” has gone to mentee, sir.
I rejoice in telling Shaycarl’s rare but encouraging story, and almost never mention any role I might have served. I usually center around the video where he discovers the new home he purchased (via his YouTube earnings) turned out to be one in which he had installed a granite counter top when he was a humble blue collar worker (and probably enjoying it just as much).
Fast Company’s November issue takes on the subject of online influencers, with prominent features of YouTubers, iJustine and MysteryGuitarMan. The piece provided some nice insights into the “going rate” of a weblebrity/webstar… mid-high six figure incomes with $20-$50K per sponsored videos. Sustainable?
Techcrunch took objection to the piece and brought it out back for a good-times ass whooping. And to that I shout, “fight, fight, fight” (and hope nobody kicks my ass while I get some good footage). Here’s a picture of Justine Ezarik. I’m not swiping the one of Joe Penna (MGM) because I’m too lazy.
Most online publications took on the debate of "online influencers" as an excuse to use photos of iJustine to boost page views.
The real surprise of the article, beyond such trivial disputes as to “what defines online influence,” is this… who would have thought that 4Chan’s “Moot” would be fairly zit free, thin, and (dare I concede without sounding perverted) handsome? Is this an elaborate plot by “Anonymous” to give Moot a fake image, torn from some J. Crew catalog or an Asian teen porn magazine?
4Chan's "Moot" isn't as ugly as we might have expected
Yeah I’d say we’ve been punked. That aint Moot. Here’s the real Moot. But you gotta love 4Chan. I’ll bet they cleverly manipulated all of the influence data, showing that Fast Company and TechCrunch are both wrong. Fight, fight, fight!
The real Moot (4chan)
Just remember kids… I may not be in the cool crowd, but I knew them when.
Samsung CEO Geesung Choi called Consumer Union, the non-profit product-testing organization behind Consumer Reports magazine, “not honorable.” Choi on Monday cited the October 2010 issue of the magazine, which gave Samsung low scores on high-definition and standard-definition video camcorders.
"Consumer Reporting not honorable," says Samsung CEO Geesung Choi
“American magazine making JVC and Sony best-buy awards is insult to my family and character,” said Choi at a press meeting yesterday. “Consumer Deport (sic) will caused me great suffering and humiliation,” the CEO shouted at a press meeting that is already being satired on such online-video sites as Revver and YouTube. AP News reporter David Scheyd asked Choi to identify if Consumer Reports has any conflicts of interest or missinformation, but Choi declined to speak about the unfavorable ratings of the Samsung HMX-H204 and SMX-C24.
“We people of Samsung find better reviews by cooperative publishers like Very Eager Product magazine,” said Choi. The publication, according to Washington Post writer Richard Winters, is edited by Choi’s niece, Xiuxiu Ch’eng. Ch’eng’s previous review magazines were the subject of a CNN “Bogus Review” article. “When you see merchandise or merchant ratings, or prices that look too good to be true, be cautious,” said Heather Dougherty, analyst with Nielsen/NetRatings. Very Eager Product’s September 2010 issue gave Samsung’s digital-camera line “5 eager stars” and reports Samsung’s recent camcorders are “strong to please and suiting whole family needs for easy utilization and bright leadership in electronic consumer portfolio.”
Consumer Union President Jim Guest e-mailed a statement claiming he is “not concerned about Samsung’s allegations.” “It’s quite common for a manufacturer to dispute the credibility of our publication when we review them unfavorably,” wrote Guest. “We do our best to maintain objective reviews using consistant processes, and surveys of millions of consumers regarding their experiences with products and services.” Guest found himself facing similar attacks just months ago when the magazine’s poor review of the iPhone prompted Steve Jobs to call the magazine: “Lying liars who lie.”
Consumer Reports October 2010 issue “capable camcorders” awarded CR Best Buys to JVC’s A5 and Sony’s A10, crediting such attributes as image quality, excellent battery life and autofocus. The article indicated that manufacturers have discontinued DVD and MiniDV tape models.
Samsung is opting to depart from the evolving industry-standard of flash media. Choi said Samsung’s 2011 video cameras will “pursue new waters of storage and finer horizons for image holding,” citing the Samsung CMX2’s Iomega Zip Drive camera available in February 2010. He cited Samsung’s ongoing commitment to “make better society and humans.”
Samsung to recycle Iomega Zip Drives for 2011 model
Sony USA CEO, Sir Howard Stringer, released a statement on Monday indicating that Consumer Reports maintains Sony’s respect. “We appreciate hard working Americans, and nothing says American like Consumer Reports.” Stringer asked that WillVideoForFood not use Stringer’s “Sir” title in reporting. JVC declined specific comment, but spokesperson Alice Preis acknowledged that the company was “f’ing stoked” about the magazine’s positive ratings on 5 of its JVC models.
Technorati reported in August that Samsung is overhauling its business model to remain competitive and innovative, and is diversifying its business. Samsung’s public list of affiliated companies, however, has no listing of what Technorati is calling Samsung’s new “Very Suspicious Supermarket” chain in the Bronx, NYC.
P.S. I’m kidding. Thanks, Slater, for pointing out this wonderful Samsung video promoting the, um, galaxy thing. Dang this is so wonderful! If you don’t smile watching this than you’re the Uncle Bus who appears in the video linked above. Appreciate the tip, Brett… I’m going to use this as a “best in class” of viral video marketing because it is.
Technorati claimed last week that Samsung is behind new chain of "Very Suspicious Supermarkets" in NYC
Trying to become more popular on Facebook, or promote your Facebook channel, brand or page?
This short “how-to” instructional video contains everything you need to know about having a robust, quality base of friends on Facebook and other forms of social media. It was created by the accomplished author of “The Stupidest Article on Social Media Ever” so you know it’s advice worth following.
The trick here is to be totally transparent about your intent (to make loads of friends), yet not appear desperate. Appearing desperate in social media, my friends, is a turn-off. Hold your head up high, and people will be attracted to your charisma, leadership and wisdom.
Yesterday I outlined the 5 magical secrets to making money via online video. I made it up while driving to NYC from my rural PA home, and used a forced “NALTS” acronym. It was the only way I’d remember it on stage at the Digital Content NewFront, and I still had to check my hat lid, where I had written them down as an emergency.
Hopefully the audience remembers these tips more than my pratfall, fart machine, and spinning beer caps.
Nickle: Keep it cheap. The “one man band” will always do better than a crew. I couldn’t have quit my day job if I had to share my YouTube revenue with a writer, editor, producer, agent and actors. Just me, a camera, and unpaid “actors.”
Amplify: There’s no online-video “prime time.” A homepage video on YouTube won’t guarantee an audience. You need to promote, collaborate, get involved with the community (the eBook gives you tips).
Listen: It’s not distribution it’s dialogue. Listen, react, talk back. Don’t “Oprahize” YouTube and use online-video for trailers. Get on camera and interact with the audience. Do collaborations with other famous peeps.
Theater: Go where the crowds are: Be in Regal not a tiny cinema. Fish where the fish are. YouTube. Use TubeMogul to post more broadly, but no f’ing microsites. As a marketer, I want my ad on the highway, not on some rest stop.
Sponsor: Bring your own sponsor. The money on CPM buys isn’t as interesting. Build content that’s entertaining but targeted to a niche that advertisers want to reach (moms, cooks, fisherman, financial, whatever). You can’t get a sponsor easily unless you have an audience, and if you’d rather let someone else hunt for the sponsor than check out Hitviews (disclaimer: I am its chief strategical officer).
There. Now go get rich. But as a reminder, if you’re focused on making money I would advise writing blogs about mortgage or investing. It’s very hard still to profit via online video, whether you’re talented or not.
I’m clearly motivated by sources other than money. I’ll have to ask a therapist what those motivations are.
…he will feel a deep, unwavering desire to offer a dissenting opinion, which he has hinted will include the words “gay” and “reatrd” [sic].
“It is my moral obligation to alert the Internet community to the fact that this video is totally gay, and furthermore, that the individual who made it is a fag,” Mylenek said.
Pressed for further details regarding his intended post, Mylenek, who will comment under the Internet pseudonym “xblingdaddy2005x,” revealed that there is a strong possibility he will inadvertently post the comment twice.
Oh it’s so rare when someone writes an intelligent article about online video (aka viral) marketing. And it’s pretty funny when you’ve never heard of the author but she happens to work for the digital agency you employ in your day job.
Anyway, here’s “Strategies for Making Video Ads Go Viral,” by Christine Beardsell (Digitas) via ClickZ. Christine explains paid and organic “seeding” of videos, which is not very well understood. She references two companies I hadn’t heard about: Kontraband’s The 7th Chamber and Viral Manage, which apparently seed videos, and offer tiered plans that include viral tracking and blog/forum seeding.
She also observes that a little money can go a long way with smaller video sites, and I’ve also found that to be true. I once got a promotional video past one million views by throwing a modest media buy to a second-tier site for some premium placement.
I’m not sure I agree that online video banners aren’t effective. In general, it’s true that banners are ignored. And auto-play banners are repulsively annoying. But I do believe there’s a role for embedded video in interactive, rich media ads. I found her thoughts about RSS and videos interesting, but caution people from thinking too many people will RSS for commercial videos. Get a well known YouTuber to mention your brand and you’ll get exponentially more visibility for far less money than your agency will charge for a FedEx.
