After realizing today that I had not listened to the Midd Kid rap video in far too long (it’s been at least a month), I also realized it was time to update my blog readers on the status of Midd Kid vs. Yale.
In a blog post from November 2010, I recapped my HighEd Web conference session “Using YouTube for Recruitment.” I ended my presentation with the question, “What makes a video viral?” I showed screenshots from the videos “That’s Why I Chose Yale” (YouTube musical from the Yale admission office) and “Midd Kid” (student produced rap video at Middlebury College) and asked the audience to raise their hand if they could recognize what video the screenshot was from.
While many of the attendees had heard of the “Yale” video, only one attendee had ever seen “Midd Kid,” and he was from Vermont so he didn’t count. Now, this was despite the fact that the videos were released roughly one month apart and “Midd Kid” had over 11,000 more views than “Yale.” My point was that a video can not be considered viral solely based on the number of views it has received. One needs to ask “Who is my target market?” and “Did the video reach them?” According to YouTube’s Insights, at the time of the presentation, the top 3 audiences for “Yale” was Females 13-17 and Females and Males 45-54. The top 3 audiences for “Midd Kid” was Females 13-17, Males 18-24, and Males 25-34.
Today “Midd Kid” is outpacing “Yale” by almost 58,000 views and the top 3 audiences for each video haven’t changed. It’s important to note that “Midd Kid” did not have the extraordinary amount of press coverage that “Yale” received when it was released.
Yale disabled the ability to add comments on their video. (Side note: I’m not a fan of that.) But, here’s a screenshot of the top two comments for “Midd Kid.” I think the 2nd one is particularly striking.
“This has probably made more people want to go to Middlebury than all the college’s recruiting efforts combined.” Walee227, you are one insightful dude.
What do you think? Is “Midd Kid” a viral video?… even though you may never have heard of it until today. Is “Yale” a viral video?… even though it isn’t fully reaching it’s target market?
Or are neither of them viral because they don’t have over 65 million like “Bed Intruder?”
Weigh in with your thoughts in the comments.
Update: For your viewing pleasure…
“Midd Kid” surpassed 1 million views while “Yale” continues to lag behind with roughly 925,000 views.
Recent audience view for “Midd Kid”
Recent audience view for “Yale”