As a part of Mashable’s weekly video series Behind the Brand with host Bryan Elliot, “How iJustine became a Media Mogul,” sought to reveal the ‘secret sauce’ behind creating a million-plus member community of online viewers.
According to Wikipedia, “as of June 1, 2009, [Justine Ezarik] had over a half a million Twitter followers, and almost 100,000 subscribers to the iJustine YouTube channel. [And] by December 2009 these numbers had grown to about 1 million Twitter followers and 300,000 YouTube subscribers… [with an additional] USA Today estimates that her videos have attracted a total of 64 million viewers.”
In addition to her online following Justine has been nominated for a number of tech based awards and won a Webby for Best Personality in 2011. Given her success- what we can learn from iJustine’s model? What has worked for her and what hasn’t?
- Parodies garner you great SEO but can backfire if the material has devoted fans.
- Tweet your idols for access to seemingly unobtainable partnerships.
- Don’t underestimate the power of raw, honest coverage.
- Record your own audio, manage your own editing, build your own site; in short, have a hand in every aspect of your production.
- Have fun with it!
- Build a community through consistent, topical content.
- The term “viral video” is often misused, and is different than having devoted subscribers. Subscribers are the key to building your online community.
- Work via all networks- all the time.
- Don’t expect corporate sponsorship even if they seem like obvious partnerships.
- Loyalties should lie to products not companies.
- Learn from your community which things to improve upon from each blog post and video.
- Diversify your content. Engage multiple platforms.
- Good audio and lighting is key but you don’t have to spend a fortune on equipment.
- YouTube is really generous with their content creators with grants for future development.
- Interactive TV. is a game changer for current content creators.
CLICK HERE to read the original article and watch the video interview via Mashable.
About Kristen Tischhauser
Kristen brings a decade of public relations and marketing experience to talkTECH Communications, specializing in the lifestyle and technology arenas. Her multi-faceted approach in delivering strategic results oriented PR campaigns, expertise in media relations, and grassroots branding tactics has a proven track record.
To date, Kristen has facilitated top tier media coverage for campaigns such as Pocketweb Ltd. U.S. Market Launch, TEDxGoldstar Los Angeles, Elements Behavioral Health iPhone app launch, Startup Weekend Bay Area, and Cal Net Technology Groupʼs “Competitive Advantage Event Series” hosted by Microsoft, ShoreTel and the DigiTrust Group. Under Kristenʼs direction, talkTECH clients have appeared in numerous print and digital publications including: Inc., The Next Web, Fast Company, Mashable, TechCrunch, Los Angeles Business Journal, G4, Socaltech.com, Gadgetsteria, ChannelPro, Gizmodo, Wired.com, Smart Business, Los Angeles Times, and L.A. Weekly; and broadcast outlets including Reuters TV, CNN, The Today Show, and HLN.
Prior to talkTECH, Kristen was the Director at a lifestyle boutique agency in Chicago, where she managed a variety of noteworthy clients such as Victoriaʼs Secret, Yogen Früz, Chef Radhika Desai (BRAVO TVʼs Top Chef: New York “chefʼtestant”), AKIRA, and VenusZine. During her tenure there, she facilitated press coverage for the following high-profile events: StarChefʼs Rising Stars Gala at Trump Hotel Chicago, Mandy Mooreʼs Gain Challenge Concert, Gen Art and Shorty Clothingʼs E-Boutique Launch, Christian Sirianoʼs Love Games Fashion Show.
Kristen graduated with a B.A. in Public Corporate Communications from Butler University and is involved with networking and non-profit organizations, such as Chicago Childrenʼs Advocacy Center (PR committee) and the Public Relations Society of America (Los Angeles chapter). She is also a founding board member of the Stimulus Social Club, an organization that allocates charitable contributions to local non-profits through monthly events. She currently resides in Venice, California.
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