The YouTube Growth Strategy Mr. Beast, Cocomelon, & Like Nastya Use to Dominate the Internet (Creator Remixes 2024) – InstantFollowerz

YouTube growth strategies continue to be a hot topic among marketers. in fact most marketers plan to increase their YouTube budgets this year and say the platform has the biggest growth potential in 2024.

Whenever you talk about YouTube growth (and I talk a lot about growth as a founder Thompson Media Group), Jimmy Donaldson M.Sc. Beast channel is high on the list.

It’s easy to understand why. Today, Mr. The Beast YouTube channel has 240 million subscribers, making it the second largest channel on the platform. There are many reasons why this channel is so popular, but the strategy I recommend most to my clients is focused on expanding their view of who their ideal customer is.

YouTube’s Power Players use this growth strategy

What is the million dollar strategy to grow your audience and customer base? The answer is surprisingly clear: inclusive marketing. Yes, that’s it. I’ve built an entire consulting business around helping brands grow with involvement in marketing and affiliation, and I can spot a great strategy a mile away.

For example, Mr. Beast uses inclusive marketing by offering its content in multiple languages. Reed Duchscher, his talent manager, explains that this is one of the the primary forces driving its rapid growth.

The strategy here is simple: get your content and products in front of more people who have a problem yours the brand solves. More qualified eyeballs means more people consuming your content and buying your products.

Globalization as a growth lever is nothing new. That’s why you’ll see McDonald’s, Netflix, and Nike developing localized content around the world.

Remember, a different language doesn’t mean we don’t have the same problem — or that we can’t benefit from the same solution.

As an inclusive marketing strategist and consultant, I tell my clients that it’s never been easier or more profitable to grow your brand by including a wider variety of consumers. I spend a ton of time talking about practical ways to use inclusive marketing as a lever for growth on my podcast, Inclusion & Marketing.

This episode goes deep into how to grow your brand through globalization, including localizing your content.

And it’s not just Mr. A beast that embraces this strategy.

Cocomelon, Kids Diana Show and Like Nastya have won the coveted spots in the top 10 most subscribed YouTube channels. How? Each makes their content available in multiple languages ​​- and has earned millions of fans as a result.

Think this is just for kid cartoons and hype engines? Think again. Even business-focused brands like GaryVee, VidIQ and IKEA are embracing inclusive marketing.

How you can reach a global audience

These creators don’t create dozens of assets at once. They create one video and localize it into other languages ​​using dubbing and voiceover.

Once dubbed content is created, there are two approaches creators take to bring localized content to their audience.

1. Language-specific channels

Cocomelon, Kids Diana Show and Like Nastya have multiple YouTube channels, each dedicated to specific languages.

Kids Diana Show has 119 million subscribers on the English version of the channel. It added more than 72 million additional subscribers, with language channels hosting the same but localized content.

Like Nastya has 113 million subscribers on her English-language channel. Her brand has more than 82 million additional subscribers on channels in other languages.

Business channels have succeeded here as well. VidIQ has 1.78 million subscribers on its English-language channel. And they added an additional 351,000 subscribers on the Spanish-language channel alone.

2. One channel, multiple languages

The exception here is Mr. Beast, who previously ran several different channels dedicated to various languages. In 2022, that changed.

Around this time, YouTube started working with top creators like Mr. A beast of a test multilingual audio. This new feature allows creators to manage a single channel by uploading different audio tracks, thumbnails and descriptions to their accounts.

When a user comes across a video, it is automatically shown to them in their local language. This allows creators to provide a seamless user experience for their audience while also being more efficient content managers.

YouTube noted that creators testing this multilingual audio feature saw 15% of their viewing time they come from previews in the video’s non-primary language.

While this feature is not yet available to all accounts, YouTube plans to gradually roll out this functionality to more creators.

How to use localization in your brand

Of course, it’s important to consider the user experience you provide to your audience.

Over the years, I have interviewed dozens of consumers with identities from underrepresented and underserved communities. A common frustration they share is the feeling that brands are failing by providing them with substandard experiences.

One Spanish-speaking consumer told me that when brands don’t make their content available in Spanish, he feels like they’re sending the message that “Spanish-speaking people don’t matter.”

When it comes to engaging new consumer groups, I always coach my clients to be intentional about delivering experiences that make consumers feel seen, cared for, and important, not an afterthought. As a result of this approach, more of the people you want to serve will feel like they belong to you.

The ultimate goal of this strategy is to create video content that is accessible to people who speak other languages. But there are many ways to get there.

Here’s a short video where I walk through a few of those options and provide examples and considerations for each. I even left some reactions and feedback from Spanish speaking consumers.

1. Use human-synced content.

Many of today’s most popular YouTube channels, including Mr. Beast, uses a company called Unilingo for video dubbing with the help of professional translators and voiceover talent.

If you’ve ever watched a movie with audio in another language, you’ll notice that great care is taken to ensure that the dubbing looks and sounds like the original. Tone matching and synchronicity provide a better experience for the end user.

Think of this as a moment to wow your audience by working with a human voice-over artist skilled at matching the energy, emotion and intonation of a native speaker.

2. Use AI-synced content.

Okay, okay. I know I just told you to use human-dubbed content. But I understand that sometimes that’s just not possible.

If you haven’t noticed, the market is flooded with AI tools right now. This means you have AI dubbing capabilities. Simply upload your video, choose the voice you like and in just a few minutes you have a synchronized video.

If you use this option, it is important that the translated version is checked by authorized translators before publication.

While AI translations are often good, there are nuances associated with content localization. You’ll also want to maintain your brand’s voice and tone – something that can be difficult to capture with a language learning model.

AI will literally translate your content when it’s what you’re really looking for transcreation. In transcreation, you choose words and phrases that capture the full intent and essence of what you are saying.

In the podcast episode below, I dive deep into translation, transcreation, and the proactive choices you need to make when localizing content. For example, should your brand use gender-neutral language (gendered language is very common in languages ​​like Spanish and French), and if so, how do you approach the nuances here? These decisions will have a big impact on how people see your brand.

3. Add multilingual subtitles to your video.

Subtitles are another way to make your YouTube videos more accessible. You can upload multiple subtitle files in other languages ​​directly to your YouTube Content Studio.

YouTube also gives you the ability to upload localized video thumbnails, titles, and descriptions to provide a consistent experience in the end user’s local language.

When a user arrives at your video, they will hear your original audio while reading the subtitles in their preferred language.

The same rules apply when making sure you have a high-quality translation of subtitles that have been transcribed or verified by human translators.

Break through the noise with inclusive video content

Think beyond your existing audience to grow your YouTube channel and your business.

Start where you can and improve over time as you learn more about what your new global audience needs most from you.

Once you take the step of expanding your content’s reach through inclusion, you’ll develop new relationships with new audiences that will allow them to reach new levels of success. And, after all, that’s your goal, right?