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Viral Videos Without a Star: The New Media Model
6 May
Summary
- Companies build viral content through strong brands, not single stars.
- This model offers consistent views and avoids creator burnout risks.
- In-house IP and show formats drive success for digital media firms.
A new wave of digital media companies is achieving viral video success by prioritizing in-house intellectual property and show formats over individual creator personalities. Companies such as Dropout, NowThis, and Jubilee Media function more like traditional studios, developing repeatable content that consistently garners millions of views.
This brand-centric model offers a strategic advantage by mitigating the risks associated with single-creator dependency, such as burnout and content limitations. Dropout, for instance, evolved from CollegeHumor and now thrives on a subscription model for its dedicated fanbase, producing popular shows like "Dimension 20" and "Game Changer."
NowThis operates as a talent incubator, developing formats and nurturing creators to align with their brand voice, achieving significant engagement with series like "Standup Desk." Jubilee Media focuses on creating IP-driven shows like "Middle Ground" and "Surrounded," where the premise and diverse viewpoints are the main draw, fostering conversation and brand-aligned virality.
These companies are essentially building digital-first studios. They meticulously evaluate potential shows based on cultural relevance, repeatability, visual appeal, and viral potential, aiming to produce not just a few viral hits, but hundreds of consistently viewed videos.
