𝗛𝗼𝘄 𝘁𝗼 𝗳𝗶𝘅 𝗣𝗶𝘅𝗮𝗿 I like Pixar. I liked Elemental and Turning Red. But Pixar is in trouble. In one sentence: they’ve lost the ability to capture attention where it’s needed. This means that they have to turn to sequels to be financially successful. And just one look at Pixar’s YouTube channel tells you all you need to know about why Pixar is currently failing: It’s not because the movies are bad or have poor concepts. It’s actually because of all the attention infrastructure that’s supposed to support the movie, just straight up doesn’t exist. 𝗛𝗲𝗿𝗲’𝘀 𝗵𝗼𝘄 𝗜 𝘄𝗼𝘂𝗹𝗱 𝗳𝗶𝘅 𝘁𝗵𝗲𝗶𝗿 𝘄𝗵𝗼𝗹𝗲 𝘀𝗶𝘁𝘂𝗮𝘁𝗶𝗼𝗻: In a world where attention is absolutely critical, it’s absolutely insane that they’re not using their channel to tell whole stories. Instead, they’re using half of it as a clips channel, and half of it as a “behind the scenes” channel. So literally the only thing Pixar needs to do is to start posting short, complete stories to all platforms (mainly YouTube but obviously everywhere) as part of a greater whole. Not just teasers, but a lore that’s part of the universe they’re creating. And possibly even just one channel per IP. In other words: a “movie” should no longer be confined to a “1.5 hour experience at the theatre”, but as a much deeper relationship built up longitudinally. Each movie is its own mini-startup. It’s almost risk free too, because regardless of opinion, they could test this theory out on a second channel and experiment objectively for themselves to see if this strategy worked.
Releasing cool stuff soon-ish to go.dabido.com.au/youtubeNewslet…, can’t wait to show you what I’ve been working on re: YouTube strategy.
