PewDiePie’s Marketing Brilliance Is Showing

Rather than jump the gun on Tuesday with this entry for Business Tuesday, I decided to watch what was going on with Felix Kjellberg aka PewDiePie.  He announced on YouTube via a ten-minute rant recently that once his popular YouTube channel reaches 50 million subscribers, he will delete the channel.  Why?  Because YouTube is supposedly being “mean” to him. The Internet went wild over the announcement!  As of earlier this morning, PewDiePie was within scant subscribers of being at the 50 million subscriber goal.

pewdiepie-youtube_8-december-2016

Before the day is out, Felix Kjellberg will undoubtedly have his 50 million subscribers.  However, this doesn’t spell the end of PewDiePie’s presence on the Internet, and it certainly doesn’t spell the end of PewDiePie’s presence on YouTube.  In fact, for those who listened to his video rant where he announced he would be killing his channel, he gave himself a backdoor back in to the platform and laid the groundwork for even greater virtual reality success via his videos.

The Groundwork

Everyone who follows Felix on YouTube knows that his PewDiePie channel isn’t the only channel he has on YouTube.  In fact, he’s had the second YouTube channel with far fewer subscribers for a while now.  Threatening to delete his popular PewDiePie channel isn’t as dramatic as his ten-minute rant made it sound.  Deleting one channel in order to grow his other channel is marketing brilliance.

pewdiepie_8-december-2016

Building A Brand Based On Loyalty

When his PewDiePie channel is deleted (should he decide to go through with what he said he would do), Felix will either fire up another PewDiePie channel on YouTube to which his subscribers will swarm or he anticipates a large migration of loyal followers to subscribe to his lesser known YouTube account he’s had since December 4, 2010.  Regardless of how this plays out, Felix won’t be without his fan base as he will build the new YouTube platform to the multitudes he has previously enjoyed with a difference.  These subscribers will be diehard PewDiePie fans with the less-enthusiastic followers from his early years weeded out.

Cashing In Big Time

Something most people may not realize is that in begging for subscribers to take his channel to 50 million so he can delete his channel means money in his pocket.  YouTube revenues for people like PewDiePie are based on views and subscriptions which means he’s making a pile of money as people (both those familiar with his brand and those who don’t know who he is) tune into YouTube to see what’s going on with this Internet celebrity, and he’s making a pile of money from people (haters and new-found fans) who subscribe to the PewDiePie channel.

If he closes down the PewDiePie channel (because he may opt to hide the channel rather than actually delete it), he’ll make even more money as millions flock to his alternate channel or to his new channel on YouTube.

Sarcasm Or Inflammatory Comments

If you want mainstream media to cover a fringe celebrity’s news, do something that’s going to grab their attention.  In this case, PewDiePie stated the following in his video rant:

  1. YouTube wants to destroy his channel;
  2. PewDiePie’s channel has too much click bait;
  3. PewDiePie’s channel doesn’t have enough family friendly content;
  4. PewiDiePie complains too much to YouTube;
  5. YouTube wants Lilly Singh’s channel to be more popular than PewDiePie’s channel; and
  6. PewDiePie is white and Lilly Singh isn’t.

Now all of those claims are humorous as long as they aren’t taken seriously.  Whether it’s sarcasm or inflammatory comments made to stir the pot, it worked insofar as mainstream media is covering his story.  There’s something for nearly everyone (including conspiracy theorists) to grab hold of and run with on social media.  Nothing gets more attention from the media and on social media than outrageous claims and commentary.

Final Note

From a marketing standpoint, Felix Kjellberg has shown repeatedly that he understands what his audience expects from him, and he never fails to deliver.  This is how he’s climbed to the top of the YouTuber ladder.  His latest grandstanding stunt with his outlandish ire at YouTube is more of that marketing brilliance that he’s demonstrated over the years.    If you’re interested in growing an enormous presence on YouTube, study PewDiePie’s approach to courting and romancing potential viewers and keeping viewers he’s already won over.  His approach may not work for your business, but there’s something to learn from his approach even if you disagree with his way of doing business.

Elyse Bruce

UPDATE (SATURDAY, 10 DECEMBER 2016):  When Felix Kjellberg’s PewDiePie YouTube channel reached 50 million subscribers, he tweeted to his followers that he would delete his channel on December 9, 2016 at 5:00 GST.    The funny thing is that on Saturday, December 10, 2016 his channel was still live on YouTube.

pewdiepie-still-on-youtube-on-10-december-2016
This seems to support my suspicion that Felix’s announcement was meant to push his channel to the 50 million plus subscriber mark.  Brilliant marketing, Felix, and well played!

SUGGESTED READING

NO, INTERNET, YOUTUBE IS NOT KILLING PEWDIEPIE’S CHANNEL BECAUSE HE’S WHITE
http://www.mediaite.com/online/no-internet-youtube-is-not-killing-pewdiepies-channel-because-hes-white/

ONE OF YOUTUBE’S BIGGEST STARS SAYS HE WILL DELETE HIS CHANNEL
http://fortune.com/2016/12/07/felix-kjellberg-pewdie-pie-youtube-delete-account

PEWDIEPIE:  YOUTUBE MAY BE ‘KILLING’ MY CHANNEL BECAUSE I’M WHITE, SO I’LL DELETE IT
http://www.independent.co.uk/news/people/pewdiepie-youtube-delete-account-subscribers-analytics-white-lily-singh-a7457171.html

 

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