This is the 2nd article of a series on YouTube! Click here to see the first.
"Going viral" is no longer a foreign concept. It's a swiss army knife of brand promotion, mass entertainment, and individuals getting their 15 minutes of fame. The YouTube employees are aware of the viral videos on their website - they probably watch them just as we do. At the end of 2011, the website released a video highlighting all of the online trends from the previous year:
And, they did it again in 2012:
If you haven't watched these before, then take the time now to do so. You'll notice a very marked difference in presentation style between 2011's compilation video and 2012's. One that marks an important shift for YouTube.
The 2011 video features Rebecca Black (the person to gather the most independent fame from the internet in that year) acting as hostess to a compilation of famous video clips from the year. The video truly behaves as a "review" of the last year, showing us brief snippets from videos that gained popularity through 2011.
The difference? In 2011, YouTube showed off its popular videos. In 2012, YouTube showed off its popular people.
YOMYOMF is not unique in its format. Felicia Day's geekandsundry also draws from multiple talents to create an aggregate channel. Both geekandsundry and YOMYOMF feature a weekly upload schedule, detailing when their feature shows release new installments not unlike a traditional television schedule. Notice, as well, that the two channels feature each other in the bottom-right corner.
This brings us back to the 2012 YouTube year in review video that I linked to earlier. That video was shot in a studio called YouTube Space LA, a digital production hub funded by YouTube to further empower the creative output its growing YouTube celebrity community. Not only is YouTube aware of its best content generators, it's seeking to actively encourage their craft.
This is the new media industry. The frontier is being staked out for ownership.
Part 3 will touch on where this new YouTube culture may take us in the future! Read it now by clicking here!