The science of a great Youtube video - The Station and OralB

Making content for Youtube is a science and when you understand the formula it becomes quite easy to replicate.

Recently a number of the top Youtubers created a new channel together, The Station. They used all the tricks that had gotten them so far (boobs in the thumbnails, fast editing, weblebrity appearances, and annotations asking for favouriting and rating).

In my opinion, The script and filming is average but that just helps to confirm that with the right formula you can turn any dog into a hero. The channel is now the 15th most subscribed of all time! The show is also acting as a great tactic to get great exposure to the actor’s personal Youtube channels.

OralB have done a great job at creating what I see as the first ad that has been specifically made for Youtube. It uses a lot of the editing tricks that many of the top Youtubers employ.

Edit: Andy brought to my attention that the brand is not OralB but OraBrush


AKTIFMAG said...

good analysis into youtube vids

Alex of Melbourne said...

I agree that YouTube can be a bit formulaic. The Australian Cadbury glass and a half production with Lamorghini and cute dogs is case in point (fast cars, cute animals).

Although, as much as a forumla can get you views, I really think the heart of what makes YouTube so promising is around community and interaction.

The YT community can sometimes resemble a bit of a ghetto but I think a brand that pays more than just lip service to YouTube can keep its video comments and channel looking pretty respectable.

Julian Cole said...

Alex, I am not a big fan of the Youtube community. I think it is too easy to be anonymous, where other social platforms (Facebook and Twitter) does not allow for keyboard warriors because it is based back to peoples offline lives!

I can totally understand why brands just decide to turn comments off. I do not blame em.

Andy said...

I like the OraBrush example. Reminds me of the Philips BodyGroom ads.

Also, shows the importance of a good script. These video's need to be genuinely funny and not take their product too seriously. Allows you to actually get away with advertising it!

But, is this OralB? or an OralB wannabe?

Julian Cole said...

Andy, I agree the magic is in the script!

You are right it is an OralB rip off, wow! I have amended the post.

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