YouTube can be a treasure trove of brand marketing success stories. In fact, in today's society, going viral can get anyone as much attention as–or even more than–those participating in talent shows with high viewership like American Idol and The Voice. It's easy to look at what the public wants just by visiting popular channels, one of which is Epic Rap Battles of History (ERB).
ERB creators Peter Shukoff (Nice Peter) and Lloyd Ahlquist (EpicLLOYD) released their first rap battle in December 2010, playing the roles of John Lennon and Bill O'Reilly respectively. At first, the videos weren't well-received, but the duo kept making them anyway. Before long, one of their most popular battles, “Darth Vader vs. Adolf Hitler”, received an RIAA Gold Award.
However, what made the channel memorable in its own right was the ending line: "Who won? Who's next? You decide." According to Think With Google, a newsletter on digital marketing trends and insights, this line engages viewers into contributing to the conversation. ERB decides on the next faceoff based on the most liked suggestions posted in their last video.
One can say that this is a simple way of explaining crowdsourcing, where the public is made a part of a certain solution. Maintaining an open channel all the time is important for businesses. As consumers will eventually benefit from the products and services you offer, it pays to have them say what they think. It's an invaluable source from which any business can improve.