Social Media Matters: Jimmy Kimmel’s YouTube strategy pays off

Social Media MattersSocial Media Matters
By Brian Cormier
Moncton Times & Transcript
Friday, Feb. 17, 2012
Metro section

Jimmy Kimmel’s YouTube strategy pays off

If you’re a blogger or Facebook user, there’s nothing more annoying than finding a great video on YouTube and then being prohibited from embedding it on your blog or stream it online on Facebook because of overly restrictive copyright or ownership issues.

Television shows are especially notorious for this. The CBS television network in the U.S., for example, doesn’t allow anyone from Canada to view their video clips on their website or even YouTube.

Jimmy Kimmel
Jimmy Kimmel

They are but one of many. It seems to be standard practice. It’s especially annoying when a media outlet will force you to watch an advertisement before your video starts, only to then get a notice that you aren’t allowed to watch the video because you live outside the U.S. That’s happened to me before.

One refreshing exception to this, however, is late-night talk show host Jimmy Kimmel. Kimmel wants people to share his show’s video clips and makes it easy to do so by allowing embedding and streaming – even in Canada.

On Feb. 13, reported that Kimmel’s YouTube-friendly video-sharing strategy is paying off for him – big time!

According to the article written by Sam Laird, Kimmel’s channel ‘is YouTube’s 98th-most-viewed part­ner channel of all-time, according to site information. YouTube’s partnership program invites creators of extremely popular videos to monetize their uploads via ad-hosting or rentals while splitting the income with YouTube. For Kimmel, the double-dipping is paying off – his YouTube channel generates between $1 million and $2 million annually, ‘a person close to the show’ tells The Wall Street Journal.’ As a fan and blogger, I’m very happy to see that Kimmel’s efforts to leverage YouTube and his show are paying off. I wish more would figure that out!

Top 20 television shows with social media buzz


According to, the top social media activity-inducing television shows for the week of February 6-12 were: Cable top 10: 1) America’s Choice 2012: Colorado, Minnesota & Missouri (CNN); 2) Maine Caucus (multiple networks); 3) Jersey Shore (MTV); 4) SpongeBob SquarePants (Nick); 5) WWE Raw (USA); 6) The Walking Dead (AMC); 7) South Park (Comedy Central); 8 ) Teen Mom 2 (MTV); 9) WWE SmackDown! (Syfy); and 10) Tosh.0 (Comedy Central).

Meanwhile, the top 10 buzzworthy shows on traditional networks for the week were: 1) The 54th Annual Grammy Awards (CBS); 2) The Vampire Diaries (The CW); 3) The Simpsons (Fox); 4) The Voice (NBC); 5) The Big Bang Theory (CBS); 6) Family Guy (Fox); 7) How I Met Your Mother (CBS); 8 ) Two and a Half Men (CBS); 9) Gossip Girl (The CW); and 10) NCIS (CBS).

Television ratings are one thing, but the measured buzz on social media sites must also be taken into account when determining viewer engagement. If I were a CBS executive, I’d be feeling pretty good right now with five of the top 10 shows on the list. And you have to give it to The Simpsons! Now in its 23rd season after debuting way back in 1989, it’s on the threshold of airing its 500th episode and still has people talking!

This week’s featured YouTube channels

Each week, I suggest three YouTube channels for you to check out. Statistics are current as of Feb. 14.

Austin Mahone
Austin Mahone

1) Austin – 15 year old singer (357,067 subscribers): I’d never heard of Austin until I saw one of his videos pop up in an online search for something else. Austin Mahone is a 15-year-old singer who lives in San Antonio, Tex. He started off making music videos with a friend but then went on his own, making mostly covers of others’ songs. For a brief time in late 2011, his cover of Justin Bieber’s Christmas song Mistletoe was reportedly more popular than Bieber’s original. While Bieber’s original now has 10 times more views than Mahone’s cover, it’s still a pretty big feather in Mahone’s cap! (Most popular video: ‘Mistletoe – Justin Bieber – music video cover by Austin Mahone – with lyrics’ – 9,505,432 views.)

Tanner Patrick
Tanner Patrick

2) Tanner Patrick (64,101 subscribers): Patrick is another talented young singer who regularly posts videos of his covers of other popular songs, including It Will Rain by Bruno Mars, Paradise by Coldplay and – again – Under the Mistletoe by Justin Bieber. His channel is relatively new, only having been started in August 2011, but it is certainly gathering a loyal following with tens of thousands of subscribers so far and – more astonishingly – more than six million total video views! (Most popular video: ‘Foster The People – ‘Pumped Up Kicks’ Cover by Tanner Patrick – with lyrics’ – 2,690,865 views.)


3) AdeleVEVO (subscriber statistics not provided): Unless you’ve been living under a rock, you’ll likely know that British singer Adele swept the Grammys with six awards this year. On her official YouTube channel, you’ll find all her greatest hits. Although the number of subscribers is not provided, it’s fair to say there are more than just a few people who follow her on a regular basis since all the videos on her channel have been viewed a total of about 500 million times. After Adele’s spectacular performance of Rolling in the Deep at the Grammys, I’m sure this channel’s popularity has grown exponentially in the past week. (Most popular video: ‘Adele – Rolling In The Deep’ – 233,373,137 views.)