YouTube isn’t all cats falling into toilets and babies biting fingers. Fact.
I have, I’ve realized, been spending an increasing amount of time within this channel as a source of inspiration for my own client work and personal interest (I’m learning to master Final Cut Pro). There is a strong core of professional-level individuals (and indeed some professional-YouTubers) producing a steady stream of high-quality content.
Names like FreddieW, ShayCarl and Final Cut King might not be “house-hold” names yet, but they do represent the changing world we live in. They have now become celebrities within the community receiving millions of views for each clip they post and as a result, I’m sure, making a healthy living out of their creativity and skills (in video production, editing, sfx and I’d argue comedy/script writing).
The “amateur” really is taking over and getting an increasing recognition from mainstream studios (film & TV) and marketers alike (when you have a global audience in the millions people take note). There certainly is enough content on YouTube to keep me entertained for hours (I find it’s a veritable rabbit hole of positive distractions). As a result, I’m certainly spending less time consuming regular TV, and even for that matter online TV.
With regards to creativity and influencing your own ideas in shaping consumer campaigns I would suggest YouTube has to be your first port of call for inspiration today. Search for the brand you’re working with – see what people are already saying/doing in relation to the brand, I think you’d sometimes be surprised. Also have a search specifically to the market you’re operating in – you’ll discover; I’m sure, a local director or YouTube star who has influence and audience within the market. Also have a look at the most-watched films for that week/month – a great barometer for current tastes/trends and what people want to watch. I’m sure from a few minutes of YouTube surfing you’ll generate a number of ideas of thoughts to inspire you’re thinking.
Here are just a few examples of some of the best video shorts I’ve seen on YouTube recently, and a great advertisement for the genuine creativity (and skill) of these amateurs/semi-professional film makers:
FreddieW – who produces a quality clip every week – has John Favreau guest star in a clip this week (clearly supported by Cowboy’s vs. Aliens film launch):
I also thought this piece from FreddieW was awesome: