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Beyond Viral: How to Attract Customers, Promote Your Brand, and Make Money with Online Video by Kevin H. Nalty

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Chapter 8. Learning from Online-Video "Stars"

In this chapter, you will learn:

  • About the online video stars, or webstars, who have garnered significant and loyal followings. You have not heard of most of them, but they have daily audiences larger than many television shows.

  • How online video is similar to the advent of radio, television, and film in creating new stars who are uniquely suited to the medium.

  • The various skills that make a video star successful, and how networks and marketers can learn from them and their enormous, recurring audience.

The Webstar Is Born

In covering online video over several years, I have made some accurate predictions. But I remain wrong about one. As I mentioned in Chapter 1, I have previously predicted this age of the amateur to be fleeting, and expected video stars to soon be surpassed by higher-quality production. In reality, however, today's most-subscribed YouTube Partners are not networks, web series, or musicians. They are individual amateurs and semiprofessional content creators. Their audience views them as a virtual friend—a star who talks back to them, unlike those on television and film.

Many marketers are focused on creating a viral video, but they are missing the reach and influence of a sustainable audience via online video. Search out the most-viewed online-video personalities (TubeMogul.com/marketplace), and you will find an emerging breed of stars with recurring and enormous audiences online. Since these individuals are generally one-man ...

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