What drives Ruptly's success on German YouTube?

Ruptly's YouTube success was driven by a concerted video strategy / Sara Kurfess

Ruptly became the most-watched channel on YouTube in Germany in the News and Politics Category in September according to Tubular Labs. Ruptly’s stories gained 22 million views on YouTube, with two top stories in particular driving that success.

Here are two case studies of the agency's top performing stories, providing insight into the thinking behind these ideas so that marketers can emulate their success.

‘Storm Area 51’ in Nevada Desert

The event, titled ‘Storm Area 51, They Can't Stop All of Us’, was called for on social media, with millions of people RSVPing. Ruptly was on site with a live transmission that lasted for more than four hours and hit almost a million views. Organisers had intended to raid Area 51 to “see them Aliens.”

Area 51 has long been a topic of fascination for conspiracy theorists and paranormal enthusiasts who believe it to be the location where the US government stores and hides alien bodies and UFOs.

Putin shows Russian helicopters to Indian PM Modi

Russian President Vladimir Putin showed Russian helicopters to Indian Prime Minister Narendra Modi in Vladivostok.

The two leaders viewed and discussed civilian helicopters at the Eastern Economic Forum. "I flew in this helicopter and liked it; it is very comfortable. Its advantage is that it has coaxial rotors and no tail rotor, so it withstands well crosswind pressures both in mountains and the sea," Putin said of one model.

As consumers seek out further video content, it requires that brands have a coherent video strategy and the desire to invest more in the format.

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