Looking at the data provided by youtube on the advertising
platform, I realized that as of September 2013, the most subscribed youtube
channels was Pewdiepie with 13.9 million people. The 10th largest
subscribed youtube channel was one direction with 8.7 million subscribers. In
comparison, the largest subscribed brand channel is Redbull with “only” 2.8
million subscribers.
Original content “non-branded” content draw much more view
and seems to be able to create more relevant content. Would therefore
individuals be more potent spokesperson for a brand? Would the Steve Jobs
channel be more popular than the Apple one?
Yet celebrities do not have as many subscribers as the
individual content creators. As described by the CEO of red bull records, it
seems that giving the customer control of the product is the first step to
encourage sharing and widespread diffusion as people tend to respond more
positively to seemingly independent content.
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