(p. 263) Google also became more aggressive in connecting sponsors for popular videos. A paragon of YouTube’s business model was “Fred,” a video channel created by a Columbus, Nebraska, teenager named Lucas Cruikshank. The teen pretended to be a six-year-old kid named Fred Figglehorn in a series of two-minute videos. “Fred is the George Clooney of YouTube,” says Hunter Walk. “He was the first one with a million subscribers. He uploads videos, and we put ads against them. Sometimes he sells product placement ads. Fred makes a million dollars a year. He just signed a movie deal.” The Fred videos– generally manic rants in which Cruikshank portrays a hyperactive, possibly brain-damaged child who speaks like one of Ross Bagdasarian’s chipmunks– often sported commercial messages for sponsors such as Samsung, the Food Channel, and Bratz on an overlay at the bottom of the window. Since he started in 2008, at age fourteen, Fred’s (p. 264) YouTube videos have chalked up over half a billion viewings. Though Fred’s success was solely a product of YouTube, people in the company never met the phenom. “We sent him a cake once,” says Walk.
YouTube helped Fred’s youthful creator not just by selling ads but by providing analytics, the same way it did for AdSense publishers. (This was a result of an initiative called the YouTube Insight project, developed by engineers in Google’s Zurich center.) Such data helped creators learn what was working and where. “They’re like, ‘Oh my God, I’m big in the U.K.! I never knew I had a London following!'” says Walk. Superusers such as Cruikshank were so successful in exploiting YouTube’s business initiatives that corporations such as Sony were studying their methodology and even paid some of them consultant fees to help them understand the digital world.
Levy, Steven. In the Plex: How Google Thinks, Works, and Shapes Our Lives. New York: Simon & Schuster, 2011.