Do you know what the most popular channel on YouTube is? If you think it belongs to a big brand or a platinum selling rock star, you would be wrong. The title of most subscribed YouTube channel belongs to PewDiePie.
If you don’t know who PewDiePie is, allow us to introduce him briefly. In the real world, PewDiePie is a 24 year old Swede called Felix Arvid Ulf Kjellberg. Back in 2009, he began posting videos on YouTube that were essentially game reviews and it is a format he has rarely strayed from in five years. Yet he has, as February 2014, closing in on 24 million subscribers and it is estimated that his channel gains one new subscriber every 1.037 seconds.
Just how did a gamer kid with a slight case of potty mouth achieve all of this? In large part, because PewDiePie is a brilliant content marketer and for anyone trying to market content – not just on YouTube either – there are some big lessons that can be learned from him:
Prolific, Regular Content Posting
PewDiePie began his channel in 2009 and at the time of writing has 1,657 videos online. That figure will have changed by the time you read this as he posts a new video every day, often more than that. There is never a shortage of new content to keep his subscribers entertained.
Now, while you almost certainly won’t have the time or money to keep up with PewDiePie’s content creation schedule, it is important that you stick to a regular publishing schedule and remain consistent. It is OK to publish just two or three pieces a week as long as that is what you always do. If your reader/viewers/followers etc. know that they can expect great new stuff every Monday, Wednesday and Friday, the chances are good that they will come looking for it themselves eventually without even having to be reminded.
Building a Loyal Fan Base
PewDiePie has built himself a hugely loyal fan following in large part because he interacts with his audience so well. He replies to comments on his videos and responds and acts on suggestions and he does it very well. He also has a habit of mentioning where these things came from in his video – if someone suggests he try a certain game for example, which makes his subscribers feel more connected to him even though they are just one of millions at this point.
You probably do not have millions of interactions yet so there is little excuse for not following his lead and responding and interacting with those who take the time to do so with you via your content.
Offering a Behind the Scenes Look
Another way that PewDiePie connects so well with his audience is offering a regular ‘behind the scenes’ look into his own life, not just in his videos but on his other social media accounts as well. His ‘bros’ as he calls them know who he is other than the dude who posts the game videos.
While no one is suggesting that as a business person you be quite as open as he is, you should ask yourself, “Do people really know who I am as a company?”, “What do I stand for (other than hawking my products and services)?”. In this respect, you can also look to another well-known figure, Facebook’s Mark Zuckerberg.
As a person, he prefers to be rather private but as the head of a company that encourages the world to share itself, he understands that they have to give a bit back too. Thus why his dog has its own Facebook page, why he often shares insights into the workings of the Facebook office and even why he announced his marriage via a Facebook post he shared with the world. If you want people to interact with you and share themselves, you do, to a certain extent at least, have to be willing to do the same. The simple fact is most people prefer doing business with people they know and trust and content marketing gives you the perfect opportunity to build that trust.