It’s the viral video craze that’s swept the world.
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| South Korean rapper PSY performs his massive K-pop hit Gangnam Style live on NBC'sToday show in New York. |
YouTube has always been a rich source of outlet where people upload and share videos for entertainment. But did we ever foresee it as such a powerful mass marketing tool that can create a driver of influences all over the world so quickly? Maybe not. But there has never been a better time to hint to the business world of this power. Take for example the Korean pop sensation Psy’s 'gangnam style' music video. As cited by Brian Anthony Hernandez (2012), since the release of the video on July 15th 2012, gangnam style has rocketed through YouTube list of top 30 most viewed videos, with over 481 million views to date and counting! Even simply searching up the words “gangnam style” returns a search result of over 120,000 videos on YouTube That’s over 120,000 separate videos who have tagged themselves to be related to gangnam style. If you don’t know it, here’s a link for your enjoyment:
Psy became so popular that it was able to land him a record deal with Schoolboy Records, which is the same branch Universal republic records that signed Carly Rae Jepsen, for her release of ‘call me maybe’ song. Psy has also made TV appearances on Saturday Night Live, Today, Ellen and the MTV Video Music Awards.
It still astonishes me just how much fame one viral YouTube is capable of delivering.
So what does this prove to us? What are some of the marketing implications that we can infer from this example?
First off, as previously discussed, YouTube is a very powerful tool which is free to use that gives just about anyone the opportunity to ‘make it big’. And as this example proves, it not only gives you an opportunity to make money, but a gateway to international recognition and fame. Psy, and previously mentioned Ryan Higa, have all become massive Internet icons through their videos by using YouTube. How?
As those of you reading this who are studying digital marketing may already know, YouTube is one of the most powerful social media influences on-line with tremendous reach. They have over 800 million unique users who visit YouTube every month, generate more than 4 billion views per day, and 72 hours of video footage is uploaded every minute (according to YouTube’s press room), it’s quite astonishing really.
Hey Jamie!! Have you seen this? For a while there, Gangnam style wasn't the top video! Check out the link below :) Interesting stuff!
ReplyDeletehttp://www.technewsdaily.com/8310-gangnam-style-back-on-top-despite-new-youtube-ranking-method.html
The reason why PSY has become so succesful and a 'cultural phenomenon' is partly due to his 'exoticness' (from a western POV) and the fact that its a humorous/entertaining video. I'm not too sure how PSY relates to marketing. Please elaborate further. Thank you.
haha thanks for the link! and it may not be the #1 top video (yet) but it will still wont change the fact that its up there in the top 30! haha and besides i think a little part of everyone after watching the clip will sure to at least get a good laugh :)
Deleteand thanks for the link! I think its a good change for youtube! i totally agree with the link, because there has been so many times when i click on other videos and only watch the first half and get bored. Which im sure im not the only one. So thanks for that.
Will be interesting to know what the new results will churn out. As it will help youtube gain an overall better prospective of their viewers.
and also, in terms of the relevance to marketing, I was outlining the process of Psy's trip to stardom that has made him who he is today: an internationally renown korean pop singer who became famous through his decision to use Youtube as his marketing strategy to gain publicity all over the world.
DeleteHaha thanks jamie for the response :) just messing with ya about the marketing implications! hehe but it's really great that youtube can help changes peoples lives :)
Deleteyeah I thought about that too Lisa... what are the marketing implications?
ReplyDeleteWhat I came up with was....
I think what we can get out of this viral sensation is that marketing strategies should consider involving a strange asian guy!
Deep down inside Chris you love it, just like the rest of us. LOL!
DeleteI love this song and am amazed at how rapidly it progressed. If I can recall Justin Beiber was found firstly online via his YouTube clicks.
ReplyDeleteAlong with the viral spread of this video we must consider how that does spread.. through facebook? Word of mouth? TV?
I know that a friend mentioned this to me which prompted me to go searching for PSY.
Great post! Thanks for sharing
And thank YOU for your comments! :)
DeleteIt IS amazing isn't it? i rememmber when i first watched it it was sittong on about 32 million views, and i too, also heard it from a friend first who told me about a funny music video, and then ever since then the videos has just sky rocketed in views, which is probably once again largely due to him getting so much publicity from TV shows like ellen, and being signed onto a record deal.
So at first im sure many of us, like you and i, probably heard it through word of mouth, so a friend, but it probably transitioned to other marketing media channels to which diverted much of the larger portion of views in weeks that followed; as with any good idea or product. =)