With over 9.5 million subscribers, Hollywood star Will Smith is one of the most popular YouTubers and, in fact, his audience will initially visit his channel because of Will Smith. But what accounts are there for repeated visits? Because Will creates exclusively unique content for his online platform. Unlike his contemporaries, Will Chanel was not the only one promoting his films. He clearly shares his new trailers but he also creates exclusive content with really high production value designed for digital media.
Of the top five videos on the Will Channel, four are blogs that have nothing to do with his film career but most importantly his family members. Taking a vacation with his family, dating a robot or trying to check things out of his bucket list – the Will Smith channel has the same content as other YouTubers, but with better quality and definitely a better personality. When Will collaborated with a relatively small channel called Yes Theory, it became one of the biggest internet events of the year.
For those unfamiliar, yes theory challenged Will for a heli-bungee challenge. Will agreed and mounted as large as possible. After completing the shoot for Bad Boys for Life, a man from the Yes Theory Channel and Will ventured into the Grand Canyon on his 50th birthday. By experimenting with new formats, the channel is well aware of the changing content habits of Will’s major fan base.
Unlike other Hollywood mainstream people, Will uses YouTube like any other digital content creator. He embraced the Fitness Challenge, surprised unsuspecting customers in supermarkets, recorded a day in his life, the channel had a will in different setups and he maintained relativity despite being a huge movie star.
Much of Will’s appeal is that he offers life lessons and the channel has grasped it. In most of the videos, Will sniffs out life mantras as if they were read from a book, yet they feel organic and are not taught. To maintain a healthy balance of serious content, he also has a storytime section in which he basically shares stories.
Not just YouTube, Will is very active on Facebook as well as with over 110 million followers. One of his Facebook series took him around the world and sparked his adventures. It also includes an episode of him coming to India for the shooting of Student of the Year 2.
Celebrities need to become digital today to stay in touch with their audience and although most relevant celebrities have a social media handle on every possible platform, many of them use it to promote their brands or movies. From an audience perspective, it is compelling, crafted and offers nothing new, but not so in the case of the Will Smith Channel.
After music and movies, Will also cracked the code for YouTube!