10 years ago, most brands would’ve probably laughed at the thought of learning from YouTubers. Now, with YouTubers attracting hundreds of millions of subscribers, brands are queuing up to work with them. But beyond just working together, could content creators actually give them a lesson in business? Given the metrics that YouTubers are putting up, the answer would appear to be a resounding yes. Here are a few things that the world’s biggest brands can learn from the world’s top YouTubers.
Content Is King
Content marketing isn’t a new phenomenon. For years, brands have tried to disguise marketing material as content that is consumed for educational or entertainment purposes. This type of content used to come in the form of blogs and articles but modern content marketing focuses on short and long-form videos.
While brands have cracked most social media platforms, there’s a distinct lack of brands succeeding on YouTube which has led marketing teams to question if content marketing still works. Given the success of Mr.Beast, KSI and the Paul brothers, the first thing we can say with certainty is that content is still king. After all, the world’s top YouTuber is bringing in up to $13 million a month.
Content Must Be Shareable
Something that many of the top YouTubers have in common is that they create content that people want to share. Not only does this up the views, but it also opens the content up to new audiences who may go on to become loyal supporters.
Creating ultra-shareable content is easier said than done, but it’s another thing that YouTubers have laid the blueprint for. Whether it’s through unrivalled originality or super generous giveaways, this new wave of creators appears to have cracked the code when it comes to getting their audience to become mouthpieces.
The Power Of Community
Mr. Beast successfully launched a chocolate bar while KSI and Logan Paul combined to create one of the fastest selling sports drinks. And that’s just two of the many examples of content creators launching successful brands. The reason they were able to do this comes down to one word: community.
In truth, these individuals could probably put their name to anything and it would sell thanks to their ardent following of supporters which perfectly highlights the power of community. It would also point to the fact that content creation breeds community and loyalty more successfully than any other form of marketing.
Maybe brands need to stop measuring success through engagement and click through rate and start being more concerned with creating long-lasting relationships with the people who are consuming their content.
Diversify Your Income Streams
We’ve already discussed how much money Mr. Beast’s mammoth YouTube channel earns him each month. But it’s important to note that this isn’t his only income stream. His success in the YouTube world has allowed him to step into other markets.
The previously mentioned Feastables has disrupted the confectionary industry while he also owns MrBeast Burger, a virtual fast food brand. On top of this, he makes a considerable amount of money through his own clothing brand.
While it’s not revolutionary, it does still highlight the power of diversifying your income streams.
Be Where The Attention Is
YouTubers cannot be successful without the platform itself, and the success of YouTubers highlights just how much attention is on the platform. It’s another reminder of the importance of being reactionary and ensuring your brand is where the attention is.
While YouTube has become a highly competitive space for brands, it won’t be long before a new platform emerges, bringing a wealth of new business opportunities for brands that are brave enough to make the first moves.
Final Thoughts
This army of highly successful content creators has proved that content marketing should still absolutely be considered by brands. In fact, it should probably sit at the top of your marketing strategy and it’s no surprise that we are seeing specialised agencies emerging. If you’re unsure how content marketing can work for your brand, consider reaching out to a content marketing agency that will be able to put a strategic plan in place for your brand.