Lucas Cruikshank knows a thing or two about the rise of Youtube stardom. Remember Fred Figglehorn? The obnoxiously-voiced character was created and performed by Cruikshank. The videos that he posted were made in his home, and featured him speaking directly to the camera - no heavy editing, elementary delivery, and over all poor quality. A few years later, he went on to star in his own Nickelodeon produced shows and movies. Fred literally went from this:
to this
The rise of the internet celebrity isn't a new one, but it has become much more profitable.
Forbes Magazine recently published this article, listing the highest paid online celebrities. For example, PewDiePie, a Swedish video game enthusiast, is currently seated at the #1 spot with $15 million in pretax income. Why you ask? What marvolous and innovative creative ventures does he share with the world that makes him worth 15 million dollars?
He uploads snippets of himself playing video games for 50 million subscribers.
Yeah...that is it.
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| Toothpaste for Dinner |
Okay, I'm not ACTUALLY naive enough to think that it is that easy. In fact, Most YouTube stars have varied revenue streams - but they have all stemmed from their online popularity. They monetize their videos through "pre-roll advertisements and by integrating sponsors into their content" according to Forbes. They also may tour, sell merchandise and make cameos on traditional forms of media like television. A few have their own products, like the aforementioned PewDiePie who has his own mobile platform video game (complete with in-app purchases). Here are some other examples of regular people who became famous by creating Youtube followings, as compiled by Forbes:
It is obvious that with growing technology, the advertising platforms that are available through traditional media are no longer the only option. By tapping into popular social media users, some with MILLIONS of regular subscribers, a company or organization can contract with the user to push their brand sometimes, through apparent advertising or just through product placement.
What is true no matter what, and perhaps the most valuable lesson, is that YOU the creator do not have as much control over your brand as the people WATCHING your videos do. Without the subscribers and without the groundswell, your videos are...well...just lame clips of your cat chasing a laser pointer.
I'm currently taking offers. Email me.
Meaghan,
ReplyDeleteThis post has really brought to light how flimsy fame has become. What used to be reserved for a select few, is now almost own to everyone- as long as you find yourself a niche and plug it enough to make it stuck. Wow. I remember when real talent is what made that select population standout, have we really become so easily fooled and entertained?
Meaghan, I really enjoyed reading your blog. When I see something go viral, I do always wonder, couldn't I do that. Now, I know that I would never go viral, and I think it is because of what you said. I'm the creator, and my brand is not what I say it is, but what my followers say it is. And they do not see me as a going viral type. They see me as an ordinary person. But we can see this in new music artists. There are countless artists who have been discovered on youtube, because their followers decides they needed to be popular.
ReplyDeleteMeaghan,
ReplyDeleteI quite like your blog. Every day, I can receive various kinds of advertisements from apps' notifications, emails subscriptions, pop-up ad, and so on. However, I always ignore this kind of advertisements. What makes me feel discomfort is my friends do advertisement of unknown products on my social media network. Sometimes, their posts of ads cover my homepage on Wechat. I think this is a going viral on my network. I enjoy reading my friends' post of their lives but an ad. Therefore, I decided not to follow them anymore.
Meaghan,
ReplyDeleteYou bring up a great point how technology has changed the landscape of advertising. There is no science behind determining what will go viral and draw a large following, but once something does advertisers will act quick and go to where they can reach the most eyes. Its clever and makes sense even as ridiculous as it may seem. I'm probably sounding old and being cynical but I do think the whole "going viral" or being a "youtube star" is more of a negative than a positive. People see others achieve fame and fortune by doing something simplistic and entertaining and try to follow in that path. It kind of takes away from those with actual talent that had to work hard to achieve their fame and fortune.