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A version of this article originally published on AdAge.
Whether they’re reinventing the late-night talk show or creating entirely new forms of entertainment, YouTube creators have become an undeniable cultural force. From feeds to living rooms, their presence can be felt across the entire entertainment industry, with 73% of surveyed Gen Z viewers in the U.S. saying that they prefer watching content from their favorite creators over studio-produced shows or movies.1
With a growing number of hit films directed by YouTube creators this year, their cultural momentum has never been clearer. Let’s take a look at why they are uniquely positioned to take over Hollywood — and how brands can join them in this new era of entertainment.
Creators, communities, and culture thrive on YouTube
The path from screenplay to theaters used to flow through a handful of gatekeepers. Now creators are honing their voices and producing their most ambitious work on YouTube with support from a different kind of partner: their communities.
With the ability to get instant feedback from their audiences, YouTube creators fuel their fans’ passions, building communities as they build their filmographies. Because of how large and dedicated these communities have become, they have the power to impact culture and to reshape Hollywood.
Look no further than “Backrooms.” Kane Parsons, aka Kane Pixels, adapted the concept of “Backrooms” from message-board collaboration to internet phenomenon, turning his community-built idea into a popular YouTube series. As discussions, theories, and deep lore about the series continued to grow, his videos became more ambitious, leading to a Parsons-directed feature film that became a global box office hit.
The path from screenplay to theaters used to flow through a handful of gatekeepers. Now creators are producing their most ambitious work on YouTube.
As with any pop culture phenomenon, the conversation around “Backrooms” the film came to YouTube, energizing its community of fans, both new and old. Even after the success of “Backrooms” in theaters, Parsons said he would continue to create new episodes of his series for YouTube.
Eighty percent of surveyed viewers in the U.S. say that they return to the same creators on YouTube again and again,2 and YouTube creators’ communities stand behind them as they take bigger and bigger creative swings. Mark Fischbach, better known as Markiplier, built his community as a horror game streamer, before moving into other formats and scripted projects. When he decided to direct a film adaptation of the indie horror game, “Iron Lung,” his community of 38.7 million subscribers rallied around the film, making it a success in thousands of theaters across the globe.
Markiplier appears on the “The Colin and Samir Show” to discuss his feature film Iron Lung and the intersection between Hollywood and YouTube.
In other words, a creator’s community is personally invested in their success. When a creator is surrounded by that kind of community, marketers should lean on that dynamic to build a successful partnership. Tools like Insights Finder can help marketers get to know what resonates with creator-led communities, so they can build sharper briefs and feel confident giving creators freedom to do what they do best — connect with their communities.
YouTube is the home of passionate visionaries and original ideas
After years of franchise-dominated theatrical runs, YouTube creators are meeting audiences’ desire for fresh perspectives and original storytelling. The success of Curry Barker’s “Obsession,” which is based on an original concept, is a testament to audiences craving the fresh ideas that creators provide.
No one could have anticipated the film’s level of success, which came after years of experimentation from Barker, who developed his sensibility making comedy and horror videos with his friend Cooper Tomlinson. They released Barker’s debut feature “Milk & Serial” directly on their YouTube channel, That’s a Bad Idea.
YouTube creator and filmmaker Kane Pixels sits down for an interview about his film, “Backrooms.”
Beyond feature films, creators are building the future of media on YouTube. They’re reworking genres and formats, providing a wealth of ideas not found on traditional formats. Brittany Broski’s “Royal Court” and First We Feast’s “Hot Ones” have become mainstays of A-lister press tours, with innovative takes on the talk-show format. The larger industry is taking note this awards season. Kareem Rahma received a Primetime Emmy nomination for “Subway Takes,” which recently launched a new season on YouTube.
YouTube creators have the ability to take an idea from concept to execution, acting as self-contained studios. The bottom line for marketers? Effective creator marketing means trusting them to write, direct, and edit your brand assets. After all, who knows what works for their community better than they do?
Brands can be a part of the creator-led marketing revolution
For brands, YouTube offers marketers the chance to bring their brands closer to the center of culture. With YouTube Select, which represents the top 1% of channels on YouTube globally, brands have a simple way to be alongside the creators and content defining the cultural conversation today.
But brands don’t need to wait for creators to have a breakout moment to find success. Partnering with YouTube creators at every level is a way to be part of their journeys as they build trusting communities and build the next big thing. To help you get started, we’ve created a new playbook for building successful creator partnerships on YouTube:
- Find creators who fit your brand.
- Build a roster of creators that matches your goals.
- Work with creators to build a variety of video formats.
- Follow best practices to build effective creator-made assets.
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