The social media platform YouTube recently released its annual year-end recap in the form of a five-minute video featuring the most popular personalities and music of 2014. As Advertising Age reports, YouTube had a very eventful year with milestones including a major marketing campaign and the opening of a 20,000-square-foot production studio in New York.
The “YouTube Rewind” video was produced by creative studio Portal A and features a wide range of the platform’s stars. PewDiePie, a Swedish video game blogger who currently has more YouTube subscribers than any other channel, has the honor of opening the video. Other featured personalities include The Joester Loria Group’s clients Ian Hecox and Anthony Padilla of Smosh, doing their version of the ice bucket challenge, one the past year’s biggest viral video trends. More mainstream celebrities like Jimmy Kimmel and Stephen Colbert also make cameos.
YouTube’s wildly successful year proves the platform is a powerful branding and marketing tool, allowing anyone with a webcam to easily connect with a global audience. Many brands that formed on YouTube are now expanding into consumer products and are using licensing to do so, including our clients Smosh, whose recent calendar launched with a video on their channel that drove over 500,000 views in a month. You Tube’s power doesn’t show signs of slowing down and it will continue to be a place for brands to incubate, gain an audience and develop beyond entertainment to lifestyle brands.