young hollywood is building a business in video on the back of youtube - with no traditional salesforce.
Ad Age: In your experience, what makes an engaging YouTube video?
Mr. Williams: It's all about building a community. I'll use Emblem3 as an example. We have a continuity program with them. We have our Young Hollywood correspondent – Tracy Behr, who's doing all of our Emblem3 content – and it's been every week following them on their road to success. Right when X Factor started we caught up with them on their first day of shooting [and were with them] through that entire journey to the night they got voted off before the finals, and now, even afterward. They just signed a record deal and we are throwing a record release party for them next week at the studio.
So again, Tracy will interview them about what's happened in their lives in the last month. And it's really engaging because their fan base has become so rabid and they're invested in them. And the fans actually call Tracy an "Emblem," so it's interesting that she's no longer host or an interviewer, she's one of them, she's a friend. The fans look at her as almost the fourth member of Emblem3...."