I don’t know if I should be saying this but I am obsessed with Peter Chao. For those of you who don’t know him, Peter Chao is a YouTube celebrity who makes videos about the most random things. His famous videos include commentary on Kanye-Taylor Swift fiasco and Justin Bieber. He has developed a huge following both in Canada and outside. His top 10 videos have fetched more than a million views individually and the top video with more than 2 million views to date.
I am a Peter Chao fan and I think he can offer some good lessons to marketers on brand and community building.
Unique: With his overall image of being outspoken, loud and vey stereotypical, you would think that his content would be strange. But the opposite is true – He has publicly embraced his Asian heritage and culture and his Canadian lifestyle. His accent, his commentary with curse word that can easily rival Eminem or Slipknot and his awareness about things around him, saying things that other people would not want to say, makes him a hit and attracts so many followers from Canada and around the world.
Leverage Social Media: Youtube is his claim to fame, with a total of 38 million total upload views, a Facebook page with more than 110,000 fans and approximately 17000 twitter followers. He is using Social Media to drive loyalty, tweeting about his engagements, new things he is working on and at times random comments that makes the followers/fans just crack up, but most of all its this constant interaction and valuing of his fans that has contributed to his success. He recently invited his fans to show up at a Vancouver nightclub to meet him as well.
Content: He produces videos on a regular basis. The videos that he puts out are funny, relevant to his brand and target audience and carefully thought out. Making people laugh is one of the hardest things to do, and he has produced funny and entertaining videos on a consistent basis. His Justin Beiber video was produced as a result of an overwhelming demand from his fans. It is this great content that makes people keep going back again and again.
Peter Chao recently entered the Doritos Viralocity Competition and has half a million views in just four days of posting. Here is his entry to the competition:
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