Australian Most Popular Youtube Channels
Australia is a country of Youtube Creators!
By October 2016, there are 37 Youtube Australian channels with over one million subscribers. Not bad for a country with only 23 million people.
As a comparison, my home country Colombia with 47 million people has only 16 Youtube channels over 1 million subscribers by October 2016.
With today’s access to cheap smart phones with HD video production at low cost anyone technically anyone can create video content. The most important difference seems now to be the level of creativity and some key factors we will discuss below.
What does it takes to build a Youtube one million subscriber Audience?
Mauricio Escobar, Senior Digital Marketing Specialist from eDigital, has been analysing the most popular Australian Youtube channels and shares the common factors to build a one million subscriber Audience.
- Relatability. People has to relate to your content in order to follow you. there are different strategies to do that. Some might include producing video stories that people are normally guilty off or know someone is guilty of so they have the “pleasure” to share.
- Fun. There is a strong positive association of fun elements with the level of fans, followers and subscribers. Example is the Australian trio SketchSHE that has produced fun videos that their Audience really like.
- Great branding: Popular Australian Youtube channels ensure all videos are branded via watermarking each videos with logo, web address and some great cover images for both the channel and the videos thumbnails.
- Content Tilt: As our friends at Content Marketing Institute call it, popular Youtube channels find a unique flavour to tell your stories. The most popular video of the most popular Australian Youtube Channel (How to Basic with over 8 million subscribers by Oct 2016) is “How to Masturbate” video. The channel offers a different perspective on “how to’s” which you might find weird, amusing, strange, bizarre or cool.
- Creativity. Most Australian channels with over one million subscribers ensure there is a creative angle not only
- Collaborations with other creators. Flume music producer and Youtube channel collaborates with other popular artists for his music including artists such as Moon Holiday, Jezzabell Doran, Chet Faker, T-Shirt and others.
- Surprise. Below is the second most popular video of the second most popular Australian Youtube channel ( Planet Dolan). This channels has 535 videos with 1.092 billion views in total. Most videos “surprise” people with information they might never knew otherwise.
Rising Stars: Wengie channel earning great positions and special congratulations to the anonymous guy behind the Primitive Technology channel that moved from nowhere to position 8!! The channel teaches people methods to make things in the wild. I love it. Well done 🙂 He monetizes it via his Patreon page.
Weird: In the position 72, there is a channel called Leechcup2 with no videos. it seems it has been hacked.
Benefits of collaborating with popular Youtube Creators
- Youtube creators can add authentic associations to brands.
- When working with a popular youtube creator, brands get all in one: the creative concept, creative art, pre and post production house which includes talent, shooting, coming up with ideas, editing, etc far cheaper of what it would cost doing the same with a creative agency.
- Brands get guaranteed thousands – if not millions – video views when working with popular Youtube creators. Making sure your brand hits your campaign objectives.
Does virality really help to make a Youtube channel popular?
One of the most interesting and well done studies in the field of Virality is by The Ehrenberg-Bass Institute “Viral Marketing – The Science of Sharing” by Karen Nelson-Field. Some interesting insights of the study include:
- Don’t underinvest in distribution (reach) and over-invest in creative. It’s all very well being the best guitarrist in the world, but if you are playing in your bathroom, no one will ever hear you. The same goes with creating contagious video content. Most of viral video content has paid for reach to make it super viral.
- Be positive. Video content which draws a strong, positive emotional response is 30 percent more likely to be shared than those which elicit strong negative emotions. Strong negative emotions such as anger or shock can prompt us to share, but it is a tough one to get right, as you risk alienating your consumers. Focusing on positive emotions is a much safer bet.
- Forget cute cats and celebs, focus on personal triumphs and the weather. It’s a myth that all you need to do to make a video go viral is stick a cute cat in it. Such creative devices are useless if your video does not elicit strong emotions from its audience. However there are some creative devices which are highly likely to attract large amounts of sharing and are underused by marketers. One is personal triumph, used by such ads as P&G’s “Best Job” from the 2012 Olympics. However a safer bet is science/weather/nature-oriented videos. If there is such a thing as a “sure-fire” approach to viral marketing, then these come the closest.
Some past raking – for reference below…
- With 416 videos by July 2015, HowtoBasic is the most subscribed youtube channel in Australia.
- Most popular video from HowtoBasic is the simple and stupid “How to have sex” video by July 2015.
The most popular Youtube Channel in Australia is a “How to Basic” channel.
EXTRA OPPORTUNITIES FOR AUSTRALIAN YOUTUBE CREATORS
- As recently keynoted (minute: 24:10) by Susan Wojcicki (Youtube CEO); youtube creators have an amazing opportunity to work with the tv and film industry too. Example: Flulla youtube creator starring at Pitch Perfect two movie (2015) and now starring on his own movie “Buddy Moon” (2016) or Issa Ray Youtube creotor of her Youtube channel: Awkward Black Girl who signed with HBL for the series: “Insecure“. Another example is Rachel Bloom Youtube creator who successfully partner with The CW Network to launch her comedy series: “Crazy ex-girlfriend“.
- Youtube Australian creators should try to get involved with Youtube Red (ad free experience) which is Youtube’s channel for original series made by Youtube creators which currently is closely competing with rival similar cable shows. The creators featured on Youtube Red get a boost on their youtube subscription and watching time on their main ad supported channels and most of these new fans are coming from users who had not watched that content before.
Note: YouTube Red is available in Australia, Mexico, New Zealand, and the United States only by Nov 2016.
- Need strategic direction with your social media? eDigital provides strategy workshops and social media training. Contact us today!
- Read my take aways and learnings from Nick, the creator of “Beach Az Bro” video. One of Australia’s most popular viral videos. Nick presented to us last year 2013 in Sydney Australia.
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