“Dude Perfect Just Hit the Jackpot.”
But, how can one justify $100 MM in investment for 5 guys making silly videos?
What does it tell you about the industry?
And most importantly, what can you learn from this deal?
In this article, let’s answer these questions.
Dude Perfect, a popular comedy and sports channel on YouTube, recently secured a $100 million private equity investment from Highmount Capital.
The team says the capital will support the expansion of their operations beyond their traditional online video presence.
But why on earth would any seasoned investor bet $100 million on a bunch of guys who make silly videos on YouTube for a living?
To answer this question, let’s take a quick look at history -
The first TV commercials were just radio announcements read out loud.
When the Internet first came around, the earliest ads were just like print ads but placed as banner ads online, and the first video ads on the Internet were just old TV commercials.
You see, every time tech evolves, advertising and content need to adapt, but it often takes several years for marketing to adjust. Large companies move slowly so the creative is passed from old platforms to new ones with lackluster performance.
Until someone figures it out and new creativity flows giving birth to modern-day TV ads for example.
Sure, brands have shifted and placed serious dollars in Social Media--that’s old news.
But, they have yet to adapt to the best creative that will truly connect with their audiences on social media and YouTube.
Most brands need help to reach their fullest potential because they still use outdated advertising methods.
Modern consumers prefer authentic, creative, and interactive content, especially younger ones. They favor brands that can engage them on their preferred digital platforms with personal and relatable content.
Platforms like TikTok, YouTube, and Instagram Reels cater to this need by offering short, impactful, and visually engaging content that traditional advertising often lacks.
That said, working with creators like Dude Perfect can be an excellent move for brands that want to stay relevant and reach more customers.
It is the Creators (aka influencers) who are ushering this movement in, as their audiences are scaling faster and faster while most large and emerging brands are still trying to figure it all out.
Creators hold the ticket to allowing brands to make the next jump from both a strategy and execution perspective.
If you would like to increase awareness and sales for your brand through viral social media content with leading creators, drop us a note, we’d be happy to chat.
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How do your favorite creators go viral every time?
Spoiler alert: They’ve got their finger on the pulse of what’s hot, what’s now, and what’s about to be.
Yep, the secret is staying on top of trends and integrating your brand story into them most naturally.
Because here’s the deal: trends are the big waves in the vast ocean of the market.
And if you wanna surf, you gotta catch 'em at the right time.
Let’s understand this with an example -
It was St. Patrick's Day this past Sunday, a day when even the beer flows green and people don’t think twice before spending.
We’re talking an average of $44 per person at the bar, with beer sales going through the roof—up by 174% to a whopping $6.85 billion. (Source)
Now, if that doesn’t scream “marketing opportunity,” what does?
Let’s zero in on Guinness, the stout that’s pretty much synonymous with March 17th.
And this isn’t by chance. Guinness knows how to party with the best of them, pouring an insane 13 million pints globally on St. Patrick's Day.
How do they achieve it? This year, Guinness threw down events featuring big names like football legends Joe Montana and Joe Burrows, and celeb chef Dennis Prescott.
They’ve done many such arrangements in the past to make Guinness the symbol of the festival.
The message is loud and clear - Guinness is more than a drink – it’s a part of the holiday itself.
The Guinness case begs a million dollar question: What seasonal/fleeting trends align with your brand's identity?
Whether it's the spooky vibes of Halloween, the summery escapades of the Fourth of July, or something big that just hit the news, identifying and engaging with the right trends can elevate your brand from a mere participant to a cultural icon.
That’s what you want to be as a brand.
Before you go off to draft your next viral campaign, here's a thought to ponder: What can you do to stay updated on current and upcoming trends?
Cheers to St. Patrick’s Day.
Everything is changing so fast with AI. It seems like there is a new tool announced every day.
I wish it was less overwhelming and more organized.
If that sounds anything like you, keep reading - I’ve got some solid news for you.
You see, I’ve been following the trends and developments for 2 years now.
And no doubt, AI is great. Makes a lot of things easier, faster, better..yada yada yada.
The problem is, you don’t know which tool to use for which task. It’s just ALL OVER THE PLACE..
And to bridge this gap, I’ve developed a library of 125+ AI tools, segregated by categories like audio, video, SEO and more.
It’s a perfect guide for creators, brands, and agencies who -
For Creators
For Brands
For Agencies
How often is it updated?
I keep it updated every week with relevant tools, so you will never be left behind.
How do I get it?
It’s simple - just click on the link below. Follow me on Instagram at @thejohnbohan and comment “AI” on the video, and I’ll personally send you the link in your DMs.
Well, for very good reasons.
Last Friday, when the world was prepping for the weekend, Sam Altman decided to drop the planet’s most advanced Text-to-Video model.
The sample footage instantly took the Internet by storm. The results are so good that if the news didn’t come directly from Sam, I wouldn’t have believed it.
I also recently did a minute long video on my instagram on it.
If you’re not a fan of reading, click on the link below and watch the video.
Yea, yea, so what! It’s not the first TTV model. Isn’t Runway the same thing? What’s so special about this one?
So glad you asked.
Sky's the limit now: With tech like Sora soon available to everyone, anyone can become a storyteller. You don’t have to have a crew of actors, a VFX team and stadium-sized studio to make films anymore. I wouldn’t be surprised if we see a full-fledged AI generated film by the end of this year.
Visualization just got easier: Whether you’re a creative or product manager, showcasing your ideas has never been easier. Think - you just had a groundbreaking idea and you want to show it to your team. No need to spend hours with Storyboards, Sora got you covered.
Custom Stock Footage: It’s crazy to even think we can now create any stock footage in any style with as much personalization as we want. Cowboys in space, POV of an origami ocean, or anything else. Whatever you can think, it can create.
While there’s no official announcement on when SORA will be released to the general public, OpenAI has made it accessible to a select few professional visual artists, filmmakers, and researchers.
If you'd like to stay up to speed on the latest in Brand Storytelling, The Creator Economy and AI for Marketing, follow me on Insta.
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Here’s my analysis of the 4 top Super Bowl ads based on two criteria -
Click below to see my video on my new Insta. page or keep reading.
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With 58 cuts in :60 seconds, the ad kept our attention the whole time.
Creating “The Bud Light Genie'' was also brilliant.
This is a campaign that has a ton of legs that Bud Light can run for years. After some seriously misguided moves, Bud Light is coming back.
Who didn’t love the superhero grandmas in Dorito’s Ad
The ad is all about the chase for the bag of Doritos. It doesn't need to talk about how star-spangled awesome the product is--the narrative implies that it’s excellent.
The names of the grandmas are Dina & Mita which is the name of their new brand, Doritos DinaMita. Brilliant!
I am going with Budweiser again but for different reasons.
Now, here’s the crazy thing about Super Bowl Ads. They cost $7 MM for :30 but the celebs alone can also charge up to $10 MM. How does Bud get around the celeb costs?
It creates serialized content with its mascot, the Clydesdales, who became the celebs themselves and are also a perfect representation for Bud, America’s Beer Brand--they exude patriotism, strength, and hard work..what’s not to love?
Bud is also brilliant at building narratives that pull at the heartstrings.
My reco. this year - Take a page out of Bud’s marketing playbook and start testing and building serialized content. Create your own celebs and iconic assets. It doesn’t happen overnight but it’ll boost your career and the brand in 12 - 24 months.
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