Youtube stars find formula for viral success

Where once viral video success may have seemed to just spring up from nowhere, spread like wildfire as emails circulated around the office and quickly racked up views in the millions. As online viewing has grown, we’re now witnessing a new phase in the viral video phenomenon, where viral video success is becoming far less sporadic. Genuine ‘overnight successes’ stand less of a chance, as they are having to compete with a veritable army of Youtube veterans who are hard at work to prove their success was anything but a one hit wonder.

Maker Studios

Wired Magazine recently reported on the strange phenomenon going on at Maker Studios - which is an independent media company where some of the most popular Youtubers are collaborating to ensure continued success. This is viral video on steroids. The studios host professional equipment and spaces, post-production facilities and importantly, opportunities for collaboration.

Viral videos have now become a melting pot of talent, as many of the viral video stars at Maker Studios frequently appear in other videos, as well as the seasoned Youtubers bringing in new players into their videos, to hopefully launch their careers.

To get an idea of the talent at Maker Studios, they are lucky enough to count Tay Zonday as one of their members, who brought us the delights of Chocolate Rain, currently at 83 million views.

A formula for success?

In interviews with the Youtubers, it’s evident that they have gotten smart, quickly, to the patterns behind social media success. Their rules to follow include producing a lot of content and focusing on a niche in order to get spotted. Of course, being bolstered by their early success certainly helps, but the task they are undertaking to launch an actual career out of Youtube is certainly not a small one. And no-one has really proven it yet.

While in reality there will never be a magic formula for success, because it hinges on creativity, Maker Studios are certainly working hard at it, combining their knowledge and experience, finding patterns for success in new viral videos and replicating these.

And what of Youtube’s role in all of this? When we say viral video success, what we really mean is Youtube success. While video uploads on Facebook are certainly growing, Youtube is still undoubtedly the home of online video. They have a monopoly in the video industry that is skewing the way online video is progressing.

Everything is tailored for Youtube’s site and way of doing things. And while it may seem like Youtube just happens to be the platform for distribution, having little effect on the content itself, consider that everything is done Youtube’s way. The way content is optimized for search, functions of channels, subscribers etc. (none of which feature in Facebook video language for example). In this way, you can start to see how viral success can become formulaic, and it’s something that Youtube/Google themselves are fostering, nurturing new talent and training them in the Youtube way.

And while there may indeed be a team of Youtube superstars ready to set the way the game is played, you will always, thankfully, have gems like the below, which has even been featured in a Brazilian TV ad