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Things of Internet: Quality sponsor plugs by YouTubers (Part 2)

Oct 1, 2022

No preamble today, let’s just get into it.

The B1M x PERI

I'm hooked onto this construction / architecture channel called B1M. They have some excellent videos with really compelling titles:

In one video, Europe’s New Skyscraper Capital Isn’t Where You Think, the team did a great job explaining why Frankfurt was the answer and beautifully spoke about how PERI (construction equipment) helps build some unique structures. Given the show and its likely audience, this was a great example of quality, targeted association with a creator.

Yes Theory x Shopify

Yes Theory is a gang of kooky folks who accept random challenges before ending with philosophical messages about how we are all one. It's gloriously feel-good content. They themselves have a beautiful tagline - Seek Discomfort - and a full official merch line, which tends to be the default 'sponsor' of many of their videos. Once in a while though, external brands make an appearance - and the boys do a great job of weaving the video's story/setting into the ad. Like in this one.

It's the small touches: An example from Future Proof

A channel I've been watching lately is Future Proof - the truth behind brands and their claims. Shopify has been a sponsor for a while (makes sense, given their audience) and while the plugs are done nicely, what I love the most is the 'ad progress bar' which does a great job of you not reaching for the skip ahead button. Small touches like these. Quality UX!

And let's not forget the ol' comedy folks

Back in the golden era of YouTube-based Indian sketch comedy, groups like AIB and EIC did an amazing job plugging sponsors, often breaking the fourth wall doing so.

In the 2014 Thank You, Dear Congress video, a sobbing Rohan Joshi would proclaim "The deceased left us so bankrupt that we had to organise everything for this funeral from Snapdeal.com" only for Ashish Shakya to reply, "So subtle na" a while later.

Then EIC would play up the benefits of CouponDunia in the most unexpected of fashions in their Education: Then & Now video.

I don't have too many updates/reads for you this week since I was traveling - will make up for it next week!

The updates section

The US is easing internet sanctions in Iran so dissidents can protest.
Wait... YouTube is testing out 10 ads in a row?! (Like my friend Subbu said...

Subrahmanyam KVJ @SuB8u

YouTube Premium is by far the very best investment in terms of ROI. Unless you are doing a PhD in online advertising, do not watch YouTube without a paid plan. https://t.co/ZNsibxVtgX

Google shut down its much-vaunted gaming platform, Stadia. Developers found out via articles. Still, one wonders how they managed to goof this one up...

Aadit Doshi @AaditDoshi

To be fair, Google Stadia faced terrible odds in the past 3 years, having to deal with: - a global pandemic forcing people to turn to online entertainment. - graphic cards and console shortages, creating high demand for alternatives. If only they hit the market at a better time

The reads section

Have loophole, will pirate - exhibit 3716353: Folks are using Spotify's video podcasting tool to pirate movies. Well we knew streaming killed torrenting, but not like this!
Acquaintances help more than friends when it comes to getting a job via LinkedIn, it turns out.

The recommendations section

Owomaniya - a report showing how underrepresented women are in Indian entertainment, from theatrical releases to OTT. A beautifully designed site by Studio Ping Pong.