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a16z Podcast | I Reject the Term Viral Video
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YouTube star Casey Neistat rejects the term “viral video,” which is strange because he’s had more than his share of internet monsters. To say I want to make a viral movie, is like a musician saying I want to make a hit song -- it’s just not a good place to start, Neistat says, paraphrasing a point made on Twitter. So how does Neistat start? How does he both attract an audience of millions, and keep them coming back on a daily basis? Neistat is joined on this segment of the pod by Bailey Richardson, one of the early team members at Instagram. With the tools of production available to everyone, how do you create something that people will stop and pay attention to? Neistat does it by ripping up the snowy streets of New York on a snowboard towed behind a jeep, but what about the rest of us?
Segments Timeline
Rejecting Viral Video Culture
Casey Neistat discusses his rejection of the term 'viral video,' comparing it to a musician aiming to create a hit song. He emphasizes that the focus should be on creating quality content rather than chasing virality. Neistat highlights the importance of audience resonance and the democratic nature of platforms like YouTube, which allows anyone to gain exposure.
"welcome to the a 16z podcast i'm michael copeland youtube star casey neistat rejects the term viral video which is strange because he's had more than his share of internet monsters to say i want to ma..."
Defining Virality in Today's Landscape
Bailey Richardson and Casey Neistat explore the concept of virality in the context of YouTube. Neistat shares his perspective on how virality is not controlled by platforms and discusses the significance of creating content that resonates with viewers. He reflects on his own experiences with YouTube and the challenges of gaining traction despite prior fame.
"Bailey Richardson starts the conversation awesome you guys thanks so much for coming out well I wanted to ask Casey so we kind of come from a little bit of two different sides of the aisle I'm working..."
The Importance of Quality Content
Neistat elaborates on the necessity of focusing on quality content over the pursuit of virality. He shares a personal anecdote about his early YouTube channel, where despite having a successful HBO show, his YouTube videos initially received minimal views. It wasn't until he created engaging content that he began to see significant growth in his audience.
"the point where you can make content that goes viral what does that mean I'm not a huge fan of the word viral this somebody tweeted this today and the chance that somebody in here read that somebody e..."
Capturing the Zeitgeist
Casey Neistat discusses his viral video 'Bike Lanes,' which resonated with the public during a time of controversy over bike lanes in major cities. He explains how the video captured a moment that people were eager to discuss, leading to its explosive popularity. Neistat emphasizes the role of humor and social relevance in creating engaging content.
"what is most attractive to me about YouTube as a platform and I should say every time I say YouTube I'm more referring to broadly Internet video YouTube this happens to be sort of the arbiter of that ..."
Seeking Conflict in Content Creation
Neistat shares his strategy of seeking out conflict in his videos, using 'Bike Lanes' as an example. He explains how addressing frustrations that viewers may not fully articulate can lead to relatable and engaging content. The combination of humor, social issues, and relatable experiences is key to capturing audience attention.
"over and it was only when I had really explosive videos videos that popped that I was able to grow meaning that like with all of my sort of leverage that I accrued in my career it didn't translate to ..."
The Elusiveness of Virality
Neistat reflects on the unpredictability of creating viral content, likening it to a rare alignment of circumstances. He discusses the challenges of consistently producing content that resonates with audiences and the difficulty of replicating successful videos. This elusiveness is a reason for his rejection of the term 'viral video.'
"ride my bike in the bike lanes and I do not leave the bike lanes no matter what is in front of me including a park top car there leaning to at full speed you know right over the handlebars you definit..."
The Power of Quantity in Content Creation
Neistat emphasizes the importance of producing a high volume of content to build an audience. He shares his experience of transitioning from creating short films to daily vlogging, which significantly increased his subscriber count and views. This shift allowed him to form a unique relationship with his audience, which is crucial for success on platforms like YouTube.
"think bike lane is probably the best example of that because you could at the time you could search I think New York Times wrote an article and it was just about this you could search on YouTube like ..."
YouTube vs. Traditional Media
Neistat discusses his background in traditional media and his shift to identifying as a YouTuber. He contrasts the one-way communication of mainstream media with the interactive, symbiotic relationship that YouTube fosters between creators and audiences. This democratic platform allows for a more meaningful connection and creative expression.
"yeah and you talked a lot about quantity to just encouraging people like you started vlogging every single day and that changed your audience numbers massively but can you talk a little bit about why ..."
Embracing the YouTuber Identity
Neistat reflects on his journey from mainstream filmmaker to embracing his identity as a YouTuber. He shares how he has come to value the unique relationship with his audience that YouTube provides, highlighting the platform's potential for creative expression and connection. Neistat's shift in perspective marks a significant change in how he views his work.
"even close to four hundred million views on that's 300 million of which I've gotten in the last three hundred days so I think that it's it's what I learned from that is that it's it's the content is i..."
Why YouTube Over Traditional Media?
Casey Neistat discusses his transition from traditional media to YouTube, emphasizing the importance of audience interaction. He reflects on his past successes in film and television, but ultimately values the two-way relationship that YouTube offers, where creators can engage directly with their audience.
"like you handle it you're pretty social with everyone naturally but one thing I I wanted to ask you about too is Casey you also had his own HBO show and you've made films in the past you've done a lot..."
The Power of Audience Connection
Neistat elaborates on the unique connection he feels with his YouTube audience compared to traditional media. He highlights the significance of reaching viewers in their everyday lives, such as a young student watching his vlog in class, which he finds more meaningful than accolades from film festivals.
"dirty word there's something that's looked down upon at least that's like my own insecure perspective on it and it wasn't until really this year that I started to reject this term of being a filmmaker..."
Navigating Audience Interactions
In this segment, Neistat shares his experiences with audience interactions, including the challenges of in-person meetups. He discusses the tools he uses, like Twitter, to gauge audience questions and how he addresses common inquiries to foster a deeper connection with his viewers.
"right now so like I don't care about 800 like snobby Frenchmen sitting in a theater watching my movie and on screen I care about like the eleven-year-old kid sitting in like the corner of the classroo..."
Empowering Young Creators
Neistat emphasizes the importance of empowering young creators by addressing their concerns about equipment and resources. He reassures them that creativity is more important than the gear they use, citing examples of iconic films made with basic tools, encouraging them to pursue their passion regardless of their circumstances.
"was last year at VidCon and we had 18 security people like 18 bodyguards and then they had all in six more and they were all overrun it was absolute chaos it was just like that movie World War Z so th..."
Understanding Audience Demographics
Neistat reflects on the evolution of his audience, noting that while he initially perceived them as primarily young boys, he has come to realize the diversity of his viewers. He shares anecdotes that illustrate the broad appeal of his content, highlighting interactions with various demographics.
"question is something that I look for yeah and you'll make I've seen YouTube videos where you address these kinds of four so you'll go full-on and produce something that's right a day which is awesome..."
Brand Collaborations: The Mechanics
In this segment, Neistat discusses how he collaborates with brands, detailing the process of receiving inquiries and evaluating potential partnerships. He emphasizes the importance of authenticity in brand collaborations and the need for a mutual understanding to maintain credibility with his audience.
"group of young teenage boys like from my perspective of at least how he grew Instagram we started out with this core audience of people that were photographers and designers and that's actually who we..."
The Nike Campaign: A Creative Leap
In this segment, Neistat recounts his experience creating a groundbreaking campaign for Nike. He describes the creative process, the challenges faced, and how the final video became a viral sensation, marking a pivotal moment in his career and influencing the landscape of inspirational advertising.
"because if they try to force me into their box like I'm gonna do a terrible job to make me look like a jerk and they're not gonna like me and also the audience is just so sensitive to that stuff when ..."
The Impact of Authentic Storytelling
Neistat reflects on the success of his Nike video and its lasting impact on advertising. He discusses how the video resonated with audiences and sparked a trend in inspirational content, emphasizing the importance of authenticity and relatability in brand storytelling.
"tail end of this is really annoying and stupid but like this inspirational advertising like this idea of like go Yolo like all that stupid with the obnoxious trite like really terrible if you bring it..."
Navigating Brand Content in a Digital Age
Neistat shares insights on what makes effective brand content when collaborating with personalities. He highlights the challenges brands face in selecting the right creators and the necessity for content that genuinely engages viewers, stressing the importance of understanding audience sensitivities.
"and what what would you say is makes good brand content when they're working with a personality like you like oh yeah a lot of press like do you feel like you should have to pick the right person and ..."
Adapting Content for Different Platforms
In this segment, Neistat discusses the nuances of creating content for various social media platforms. He explains how the rigid expectations of each platform affect content creation and shares his strategies for successfully engaging audiences across different formats.
"like that it's all broken and messed up and shot on point and shoots and something that I that's accessible to me it makes sense to me yeah inspiring but accessible interesting and compelling but I ca..."
The Struggle of Daily Vlogging
Neistat shares his experience with daily vlogging on Snapchat, explaining how he crafted stories within strict time limits. He reflects on the conflict between creating engaging content for different platforms and the challenges that arise from their rigid formats. This segment reveals the intense effort and dedication required to maintain a presence across multiple social media channels.
"penetrate a very literal example of that is like this is the kind of video that goes on Instagram if it's not that kind of video doesn't get watched doesn't get shared this is the kind of video that g..."
The Passion for YouTube
In this segment, Neistat reveals his newfound passion for creating content on YouTube, which he initially used to boost his social influence. He expresses a desire to expand his YouTube presence and explore new content formats, particularly live streaming. Neistat's enthusiasm for YouTube highlights the platform's unique challenges and opportunities for creators.
"like I believe in this compartmentalization of content so so strongly that I build an entire company because I needed another box to put content in do you think it's gonna make it harder to come up as..."
Exploring Live Content
Neistat discusses the potential of live content and the challenges it presents. He reflects on the limitations of existing platforms like Periscope and expresses a desire to find innovative ways to engage audiences live. This segment captures Neistat's forward-thinking approach to content creation and his quest for new methods to connect with viewers.
"do differently or focus on well somewhat ironically I started posting daily on YouTube because I saw it as a means to increase my social influence I could then leverage to promote my own social platfo..."
Understanding Audience Needs
Bailey Richardson shares insights on the importance of understanding the audience for a successful platform. Drawing from her experience at Instagram, she emphasizes the value of community feedback in shaping content. This segment underscores the significance of connecting with passionate users to refine and enhance content offerings.
"views on one vr video and I think because everybody like so to figure out what hot in there it find a narrative that really leverages what you can do with VR I think we're a little bit there's a littl..."