Good Morning America featured a video of Edu Manzano's Papaya Dance citing its popularity on several international YouTube postings. The song, which originates in the Philippines, was tipped by Robin Roberts, one of the hosts of the top morning show, to be the next Macarena.
Implications - Many YouTubers are reaching stardom, often without intent, as their songs, dances and random stunts get noticed by millions of people around the world. Keeping abreast of YouTube as an engine for marketing, as well as considering the potential of YouTube users in marketing plans, may be what the millennial company needs in order to gain a competitive edge over more stagnant brands.
The New Macarena
Papaya Dance
Trend Themes
1. Youtube Stardom - The rise of YouTubers gaining popularity through songs, dances, and random stunts creates opportunities for brands to leverage their reach and engage with a wider audience.
2. Global Dance Trends - The viral spread of dance crazes like the Papaya Dance highlights the potential for brands to identify and capitalize on emerging global dance trends to increase brand visibility and cultural relevance.
3. Unintentional Marketing Hits - The unexpected success of videos and content on YouTube opens doors for brands to harness the power of accidental marketing by creating authentic and relatable content that resonates with viewers.
Industry Implications
1. Music Industry - The music industry can explore collaborations with rising YouTubers and trendsetters to discover new talent and adapt to the changing landscape of music consumption.
2. Marketing and Advertising - Marketing and advertising professionals can incorporate YouTube influencers and viral dance trends into their campaigns to reach a wider audience and create more impactful and shareable content.
3. Entertainment Industry - The entertainment industry can embrace the power of viral dance trends and YouTube stardom to drive engagement, enhance fan experiences, and discover potential talent for movies, shows, and live performances.