Video collaboration is a strategic way to reach new viewers and expand your skill set as a content creator. Many Vydia creators have seen success with video collaborations in the past. YouTube sensation Rebecca Black accumulated over 2 million views for her collaboration with John D in “We Can’t Stop (Cover),” while the collaborative duo 21 Savage and Metro Boomin work with hip hop giant Future to reached over 52 million views for their video “X”. If you’re looking to try something new and want to collaborate on your next video, here’s how to make it happen:
Benefits of Video Collaboration
Sam Smith’s 2013 video with Disclosure for “Latch” is a great example of impactful collaboration. Prior the video’s release, Sam Smith was merely a newcomer to the music industry with a relatively small following. Through their cross-genre collaboration, Sam Smith was able to tap into Disclosure’s established popularity and build off of the video’s success. At the same time, Disclosure was able to pair their catchy electronic beats with Sam Smith’s soulful vocals to create a unique and widely attractive music video experience.
Instead of competing for video views, working together with a fellow creator builds a mutually beneficial relationship. This relationship will allow both collaborators to tap into each others’ fan bases, often leading to greater exposure for previous and future content. Your fellow collaborator acts as an endorser for your content, influencing their followers to like your videos just by association.
Collaboration will also help you expand your skill set and expertise by introducing you to new ideas or genres that you may not have tried before. For example, back in 2009, rapper Nelly and country star Tim McGraw joined forces in the hit video “Over And Over.” While the two artists came from completely different musical backgrounds, their combined talents have attracted over 78.4 million views from both hip-hop and country lovers alike. The success of “Over and Over” may have influenced Nelly’s return to country music in the hit remix of “Cruise” by Florida Georgia Line that hit over 68.2 million views.
Who You Should Collaborate With
When choosing who to work with, make sure you pick collaborators whose videos you enjoy and compliment your style and tone. Be sure that you and your partner have similar audiences. Cross-promotion will only work if the other person is promoting you to people who are interested. If your content provides no value to your collaborator’s fan base, then the promotion from your partner will not grow your following in the way that you want it to.
The success of Taylor Swift and Ed Sheeran’s collaboration, “Everything Has Changed,” had a lot to do with their similarities as artists. Their partnership started back in 2012 when Taylor Swift asked Ed Sheeran to collaborate with her after she heard him play in Australia. After they wrote “Everything Has Changed,” she invited him to open for her RED tour in 2013 which catapulted Sheeran’s success within the United States. While Ed Sheeran already had an established fan base, his collaboration with Swift, which currently has over 232 million views, broadened his reach and exposed him to Swift’s international stardom and following. Even as Sheeran sells out his third world tour, Swift continues to utilize her mass appeal to promote her fellow collaborator.
Tips to Get Started
The most intimidating part for many content creators is reaching out to see if there is any interest in collaborating. After researching to find a collaborator that makes sense for your music, it is important to strategize a solid pitch.This should include:
- why you want to collaborate,
- what you can bring to the table,
- and what type of video you could make together.
Before you reach out, make sure you are familiar with your prospective creator’s YouTube channel and the types of videos they have already published. This will allow you to tailor your pitch to the specific creator you want to work with. Remember that this is a mutually beneficial relationship, so you will want to establish the value that you will bring to the video (skill, resource, audience). Don’t forget to reach out by using their preferred method of communication, often indicated in their “About” tab on their YouTube channel.
A video collaboration can be exactly what you need to reinvent your YouTube channel to attract more viewers. Whether you do something completely unexpected and try a new genre, or work with a creator with a similar skill set of your own, we can’t wait to see what you do next. Don’t forget to share your latest video collaboration with us on social media!