How Weezer Used YouTube Insight To Find Out Their Listener Demographics

Weezer posted Pork & Beans on YouTube on May 23, 2008.  By May 26, over 2.2 million people watched the video.  Since YouTube Insight tracks user activity, the company was able to find out that 65% of the viewers were males.  Before YouTube Insight, Weezer’s marketing team had limited visibility to their online demograpics. 

“What’s distinct about YouTube Insight is the immediacy of the information and the discovery element — how viewers found the content,” stated Ben Patterson, a member of Weezer’s digital marketing strategy group.  Pork and Beans specifically parodies amateur celebrities that have received millions of views on their videos through the power of video such as Chris Crocker, the Mentos/Diet Coke experiment, the Chocolate Rain guy (Tay Zonday), etc.

Weezer’s YouTube channel is available at:
http://www.youtube.com/user/weezer.

Information Source:
[1] The LA Times: YouTube puts demographic feedback to work by Michelle Quinn