Creators’ videos can be seen in the media selection on Virgin America flights, partnering with cosmetic industry giants, and even designing their own clothing lines. I’ve recently written about the creator-focused YouTube billboard outside of my office—just another avenue in conquering the world through off-site advertising.
It’s a straightforward, ambitious and completely understandable strategy. In essence, it’s not all that different from the way movie studios marketed their stars in the early years of Hollywood.
But it leaves out an important part of what makes YouTube special: its fanatic, highly engaged community.