NBA Player to YouTube Star
Photo Credit: Alex Subers
What's The Story?
Matisse Thybulle saw an opportunity. On July 11th, 2020, he posted a YouTube video titled, "Welcome To The Bubble-Day 1". Two days later, the video has 237,000 views. His channel has 55,000 subscribers. He was giving fans what they wanted—an inside look at a day of an NBA players life in the "Bubble".
What's the Strategy?
Matisse Thybulle has posted two videos to his channel so far. The videos aren't the sanitized content you usually see from the NBA. It's a rather candid, inside look at the ups and downs of living in isolation. One memorable moment during the video is his dinner meal. His meal delivery comes without utensils. He assumes it's intentional. It's not. He then attempts to eat his soup with the lid of the soup bowl. Finally, he orders a spoon from the staff. This hilarious but sincere moment is something that relates to everyone. The players are human. It's great to see that first-hand.
The first video is 9 minutes long. The second video is 11 minutes long. Both videos feature a variety of unique moments—mundane activities such as unpacking to serious moments like COVID testing. Matisse announced the YouTube vlog via Twitter. That tweet has garnered 2,700 retweets, including the famous YouTube vlogger, Casey Neistat. Casey even offered to collaborate with him. Surprisingly, there are no mainstream media mentions of the vlog.
Why Is the Strategy a Success?
Matisse's vlog has been a success for two reasons. First, fans are dying for sports content. Most sports fans have been occupying their time by watching Korean baseball or day-trading Tesla options on Robinhood. I am slightly joking. The "Big 4" professional sports leagues haven't played a sporting event since mid-March. Matisse's vlog was the perfect way to reintroduce fans to the NBA.
Second, authenticity. If I had a dollar for every time I wrote the word authenticity, I'd have a private jet. It seems to be a recurring theme in my writing. But, it's a lesson I'll come back to time and time again. A 2017 study on YouTube vloggers found that authentic personalities led viewers to a higher "perceived similarity with the vlogger."
What's the Big Picture?
The vlog's success is no accident. The YouTube channel is about much more than an NBA rookie creating a couple of YouTube videos. The channel is a symbol of how the internet has provided a launchpad for the individual. As Blake Robbins writes,
"We are all witnessing a shift in media. Traditional celebrities are realizing that they can extract the media value from the platforms (NBA, in this case) to the individual by inviting people directly into their worlds ... Everything is about the individual now. These storylines are just as (if not more interesting), than the games themselves."
Matisse Thybulle isn't the only person doing this. Chris Bosh, the former NBA all-star, launched a newsletter. (Yes, another Substack.) Hector Bellerin, a footballer for Arsenal, launched a YouTube channel. I even found a Twitter account dedicated to life in the "Bubble." It has over 72,000 followers.
The internet provides the opportunity for every player to tell their story.
How Can You Apply This To Your Brand?
Don't forget about the employees of your company. So many companies focus on their brand's voice while neglecting the voice of their employees. Your employees have a story to tell. Check out this story from one of Buffer's, a social media company, Happiness Heros.
Authenticity above all. Show your customers there is a real voice behind that logo. Here's a tweet from Kylie Jenner sharing her first time eating cereal (Yes, I'm serious).
The best content isn't always planned. I highly doubt Matisse went into the season with plans of being a YouTube star. But when life gives you lemons, you better make some darn good lemonade.
Thanks to everyone on Twitter who gave me feedback on the new format. Particular thanks to Chris Berry, Ari Fine, Michael Bean, Randal Doane, and Peter Martin.