The Confessional #5: YouTube Creator Since 2008

In this interview, as part of The Confessional series, I sat down with a well-known YouTube creator. He got started on YouTube back in 2008 as a high-schooler, and has built up several successful channels (both in front of the camera and behind it).  

This conversation was a lot of fun – we discussed the early days of YouTube, the impact of sharing one’s life online, digital fame, and the role of emerging video platforms.

Some specific highlights from our conversation include:

  •    What the early Youtube community was like
  •    The Future of YouTube and Digital Celebrity
  •    The importance of diversifying and building communities beyond YouTube
  •    The challenge of both living your life and documenting it for the camera
  •    Advice to brands looking to work in the space

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The Confessional #4: C-Suite Executive at an MCN

My latest interviewee for The Confessional is a former C-Suite executive at a well known MCN. In this extensive interview we covered a great deal of material, including what he feels MCN’s should be offering creators and wow creators often get sucked into signing with MCN’s and why there’s no loyalty between creators and MCN’s.

The major points of our interview transcript include:

  •           – Why YouTube created MCN’s and how they’ve evolved
  •           – Why creators often sign with MCN’s
  •           – How brands should work with creators

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The Confessional #3: YouTube Creator With Over 2 Million Subscribers

Note – This interview for The Confessional was originally published on Tubefilter.

This latest interviewee for The Confessional is with a YouTube creator who has over two million subscribers across multiple channels. This creator is extremely well known, and has been on YouTube since 2008. He has (yes, it’s a he) a wealth of knowledge working with brands and building up channels.

He’s one of the most professional YouTube creators I’ve ever worked with and approaches his channel like a business in a way that few other creators do. He shared his approach to dealing with brands, managing brand deals, as well as his thoughts on how creators can better sell themselves to brands and get paid what they’re worth.

Some of the highlights from our interview include:

  • His ‘Fuck You’ approach he takes to working with brands
  • How YouTubers can negotiate and prove their value to brands and agencies
  • Insight into how YouTube has changed (as well as how to keep up with future changes)

Enjoy.

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The Confessional #2: MCN Vice President

My latest interviewee for The Confessional is a VP at a well-known MCN. In this interview we focused our conversation on the display media side of the YouTube ecosystem. We also discussed the challenges that often arise in working with creators and brands – that a great deal of talent are burning bridges with brands, while surrounding themselves with ‘yes men’.

The major points of our chat include:

  •       The difference between buying on reserve vs Trueview
  •       Why more people should be buying media on reserve
  •       Whether MCN’s actually increase CPM’s for their talent
  •       How many YouTubers don’t understand brands

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The Confessional #1: Ad Agency Executive

This is the first interview from my new blog series The Confessional. The Confessional is a series of anonymous interview with influencers, brands, marketers, agencies and MCN executives. The Confessional is all about creating a platform for people within this space to candidly share their valuable insights and thoughts.

My first guinea pig is a partner at a digital content studio that works with Fortune 500 brands and top YouTube talent with millions of subscribers.

In this extensive interview we covered a lot of ground, including how marketers can overcome the total confusion around the roles of MCN’s, management companies and managers, all the work that goes into selling ideas to brands, etc.

In my opinion, the major highlights from our interview include:

  •    Navigating branded content production with creators
  •    The best types of creators to work with
  •    How to define great content
  •    Defining the roles of MCN’s and managers
  •    What brands and creators should know when they work together

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Launching The Confessional

 “Brands you don’t seem to understand social media at all.”

That’s according to English YouTuber, Doddleoddle, and a sentiment shared by thousands of other creators who make their livings by working with brands.

It’s easy to nod in agreement and think “Yeah, brands suck!”

I know I’ve felt that way countless times.

But… is this sentiment, part of the problem?

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YouTube Channel Building For Brands: Hero, Hub, Help Content Strategy, Optimization, and Community Building

Take a guess as to how many brands are in the top 100 most subscribed channels on YouTube? How many brands do you think are in the most top 100 most liked on Facebook?

There is not a single brand in the top 100 most subscribed channels on YouTube, but there are nearly a dozen on Facebook.

Why is this?

On Facebook, you can buy your way to success. However, you can’t buy a community of subscribers on YouTube the same way you can likes and followers on Facebook or Twitter.

YouTube takes some actual effort, but it’s not rocket science.

You’d think that brands with their millions of dollars, thousands of staff, and countless resources would be able accomplish being in the top 100 most subscribed channels. But they’re not!

In fact, they’re being beat out by 16 year old’s.

So, how can brands succeed? What can they do?

In this post I’ll cover these principles as well as specific tactics and to creating a successful YouTube channel. This is the most essential stuff, distilled after a decade of tinkering with what works and what doesn’t. Everything else is details etc. this is the most essential stuff. Learn this first.

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PewDiePie – The Underpaid Millionaire

In a montage video released to commemorate 10 billion views to his channel, YouTube star PewDiePie plays computer games, sings “Let It Go” while dressed in full-on Anna-from-Frozen drag, and lifts up his shirt to reveal poop emojis covering his nipples. For the diehard audience of millions who watch the Swedish expat’s show on a regular basis, this is unsurprising behavior to witness. Despite his bombastic weirdo hijinks, PewDiePie has cultivated an attentive collection of fans around the world.

His success comes with confusion and criticism by people who think he earns too much money.

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Who’s Really Breaking The Internet?

In April of this past year, I was fortunate enough to speak at one of my all time favorite conferences – The Next Web: Europe. I talked about YouTube stars, their rise to prominence in mainstream media, and how they’ve actually been influential for a lot longer than we tend to think. I also talked about how those of us in advertising need to change our mode of thinking to focus on what’s effective vs what our peers our doing. You can see a video of my talk here, I’ve also embedded the slides below and added a slightly modified transcript of my talk below.

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The last year has been pretty incredible within the YouTube ecosystem.

The space has gotten a lot of buzz and a lot more ad dollars flowing into it. Previously brands were experimenting, but not quite investing the way they should.

A lot of this really changed when Disney made a huge investment in the ecosystem, when they purchased Maker Studios about a year ago. When Disney spends half a billion dollars on something people tend to take notice.

The ad dollars really started flowing in as a result of the credibility that Disney lent to the space. The acquisition also kicked off a string of acquisitions and you could really sense and see the hype in all the PR and press that had flowed out of the space over the last year.

YouTubers were on the cover of Fast Company, they were on the cover of Variety, celebrated as the future of celebrity. They were on the cover of Adage and Adweek. And the overarching narrative throughout this was that YouTube is the future of media, entertainment, celebrity, advertising, and within the ad industry everywhere you looked it was YouTube is the future, the future, the future.

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I HATE YOUTUBE

This video generated 3.1 million views in its first 3 days… and I can’t stand watching it. I don’t want to watch it.

Would you watch 10 hours of this? Probably not. But, that doesn’t make it any less effective as a marketing platform.

Millions watched Two and A Half Men and The Big Bang Theory and those shows are utter garbage (in my opinion). Yet, those shows were never lacking advertisers.

PewDiePie, meanwhile, has nearly 40 million subscribers and over 10 billion views. Just last week he generated over 51 million views, beating Two and a Half Men’s record viewership of the season finale of 13.5 million people. Every week.

To put that into perspective, Super Bowl XLVIII drew 111.5 Million Viewers.

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