How to Create a Viral Youtube Segment 101

Late night entertainment has dominated television sets for the past 50 years. From the days of Johnny Carson to as recent as David Letterman, late night comedy remained one form of entertainment loyal to the silver screen. However, as a new generation of entertainers takes hold, programming has become less dependent on nightly viewership but rather the success of online segments and viral videos as advertisements for both the show and the brand.

Welcome James Corden.

Be honest, before Carpool Karaoke, you didn’t know who he was. And for those that are more in tune with theater, even you may have a hard time remembering James Corden from before Into the Woods. Yet the unknown Corden has managed not only to inherit a talk show, but to reinvigorate late night entertainment and to create a new style of viral video and late night blend. The phenomenon known as Carpool Karaoke has exploded exponentially and has become the most viewed late night running segment of the modern digital media era, with a combined total of nearly 700 million views. Not only has it generated an enormous following, but has set a new standard and model for fellow late night rivals to pursue.

1. Star Power

One of the unique aspects of late night television is the inclusion of celebrity guests participating in trivial or pointless “bits” meant to generate simple laughter. There exists a natural curiosity to watch celebrity interviews, if only to determine for ourselves whether or not they are actually “real” people. This innate curiosity naturally draws an audience, which Carpool Karaoke does a brilliant job capitalizing on.

Justin Bieber Carpool Karaoke (Source: Youtube)

The presence of celebrities in late night entertainment creates such a strong pull of interest not because audiences are infatuated with these “larger-than-life” figures, but because they are curious to see whether or not they are relatable in person, when out of the spotlight. Social media often creates images of celebrities that may be closer to caricatures than they are to portraits. This divide, as well as the natural charisma of celebrities, is the perfect magnet for building a reliable following for any show or brand. 

2. Skill

When it comes to entertainment, there exist a wide variety of things that can amuse us. Because of our limited time, it’s natural to want to find the funniest or the most engaging videos on the Internet. This desire to find the “best video” is the result from a simplistic desire of wanting to watch an expert perform a craft, regardless what it may be, hence the popularity of variety shows such as Britain’s Got Talent. It’s fun to watch someone who’s good at a task carrying it out, the easiest of which coming with singers.

Adele Carpool Karaoke (Source: Youtube)

The success of Carpool Karaoke isn’t simply due to the fact that it includes celebrities, but that it includes people with a talent that can easily be displayed: singing. With some of the best singers in the world, the segment is a joy to watch, if not simply to listen in amazement and awe. Not only that, due to James Corden’s Broadway background, not only is he a charismatic host, but can match and harmonize with some of the most skilled vocalists on the planet. Late night hosts aren't typically known for their vocal abilities, which makes Corden and Carpool Karaoke an unique product. Viral videos require not only charisma, but also skills that can be displayed that can hold an audience once they have become invested in a video.

3. Spontaneity 

It should come to no surprise that late night talk shows are scripted or pre-rehearsed. While it’s fun to see celebrities interact in a low key environment, the fact that the interview was most likely planned out creates a level of detachment, however small it may be. While undoubtedly Carpool Karaoke has a basic structure that it needs to follow, the best moments of the show are when sporadic conversations spawn spontaneous action (whether that be shopping with Iggy Azalea or riding a tour bus with Jason Derulo).

Selena Gomez Carpool Karaoke (Source: Youtube) 

These unscripted and unplanned moments not only create a sense of fun, but also establish a genuine atmosphere that puts the audience to ease as well as the guest themselves, allowing for more natural conversations and exchanges. This feeling of spontaneity creates a more lively, exciting, and unpredictable environment, as well as allowing for more opportunities to humanize celebrities and to create an environment to perform in.

Final Thoughts

In an era dominated by social media and viral entertainment, traditional platforms have become forced to adapt and cater to new audiences. The use of both viral videos and traditional late night entertainment can not only boost the audience for both, but can also create a new form of entertainment all together; such is seen with Carpool Karaoke.

Media and entertainment has evolved every decade, with new technology allowing for new ways to communicate with an audience. Today’s generation consumes entertainment online rather than on television, requiring shows and brands to focus their marketing campaigns to a new market. While mediums may be different, when a balance can be achieved, not only can you create magic, but create the perfect platform to springboard off of.

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Erwen (Alex) Zhu is an intended Business Major at the University of California Berkeley and writes as a millennial voice for marketing, social media, entertainment, politics, and cultural impact.

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