The video was posted in March 2022 and in less than six months has garnered more than 16 million views. In the video above, you see a video posted by a US-based cleaning service called Change Cleaning Services. My favourite example of YouTubers are carpet cleaning videos, especially those with ASMR audio layer. Taking a cue from carpet-cleaning videos and other YouTube stars What I would suggest, and not that I’ve seen anyone doing this, is that for the smaller outlets it would make more sense taking a page out of the playbook of single-person YouTubers who have broken through with much lower production videos, and yet are watched by millions. a tiny 5-million strong Slovakia in my case), you can only dream of having such resources. Looking at it from the perspective of a midsize or even a national news organisation in most of Europe (e.g. Keep in mind, these publishers have over a dozen or two dozen people working on a video team and there are only a handful of news outlets that are able to build up such a big team. While Vox relies heavily on animation and visual anchors that show the topic discussed (a style which The New York Times has also been using for their visual investigations series), Sun’s and Guardian’s videos resonate more with a traditional TV approach with video hosts and a documentary style. The Vox video team even produced a video celebrating the milestone and shared many of their favorite resources.įor years now, whenever I was speaking to various newsrooms, many watched what Vox had been doing, and it was almost like the North Star. ![]() The Sun’s video team also has over two dozen people. This July, Press Gazette wrote the team stood at 20. The team had 31 producers, animators and story editors at the time. It took them seven years to cross this threshold. Their channel reached the 10 million subscriber milestone in October 2021. The U.S publisher has spent years building up its video offering on the Google-owned video platform. The first piece revealed the US-based Vox has by far the most average views per video. ![]() The British-based Press Gazette recently published three extensive looks at who are the biggest English-speaking news publishers on YouTube, a second one looking at the YouTube strategy at The Sun and The Guardian and another one looking at the growth of Vox’s channel. So, with this in mind, the logical question would be – what’s your newsroom’s YouTube strategy? YouTube for publishers: Should you copy the most successful ones? Can you? The survey data basically says that if you are a teen and you have a smartphone and access to mobile internet, you are using YouTube all the time. Still, it’s safe to assume YouTube is really popular among teens all over the world. Again, this is US data and we only have bits and pieces regarding Europe and elsewhere. What I have not seen people freak out about as much was the fact that YouTube is literally used by every teenager (95%). I suspect the trend is very similar in Europe and elsewhere we are all just a bit behind the US that tends to lead. Meanwhile Facebook has dramatically sunk in popularity. But carpet cleaning videos might be a better inspirationĪ recent Pew Research survey of American teens (ages 13 to 17) shows that TikTok is one of the leading social media platforms that has everyone talking about it.
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