Everland created the 'FuBao' video, which led to the panda syndrome, and the 'Miss Soulless' video, which was ranked as the No. 1 most popular video in Korea by YouTube in 2022, through YouTube content. Initially started in 2011 to monitor information such as correcting Fake News, Owned Media such as YouTube, Facebook, and Twitter gradually began to be recognized as major marketing channels and created their own content. In order to target the YouTube algorithm, they planned corners and produced spin-off videos based on the videos that were well received. Zookeepers, cast members, and other empluencers (employees + influencers) who are skilled at hosting and guiding on-site programs actively appear, showing off their chemistry with the animals and their spectacular performances. Individual creators who shoot animal videos at Everland have been granted official filming rights, allowing them to showcase a wider variety of animals in their content.
"Come to the Land of Fantasy. A place where joyful festivals are held." Before the YouTube era, Everland's theme song was the most representative content of Everland, but today, the core content of Everland is FuBao, the giant panda.
FuBao was born in Yongin in 2020, marking the first natural breeding of a panda in Korea, and the video of FuBao was spread through Everland's official YouTube channel 'Everland' and 'Talking Zoo Ppuppa TV'. FuBao's videos of her begging her zookeepers to play with him and pawing at the dirt in excitement have become so popular on YouTube that she has earned nicknames such as Furincess and Fuchokki, and her behavior is so funny and adorable that some people have even called her the Fumung-tribe, a group of people who spend hours watching FuBao's videos and bruising her. When it was revealed in early May that FuBao will have to return to China to mate in early 2024, before she turns four, the number of views on her videos skyrocketed, and Panda World, where she lives, is jammed with customers waiting to see her.
Picking one more piece of content, it would be "Miss Soulless" from the "Titanam" channel that took 2022. The video, which features a deep, soul-sucking expression, a contrasting cheerful voice, and precise pronunciation of the ride's Amazon Express, was named the No. 1 most popular video in South Korea by YouTube in 2022.
Everland is playing its part as a "Land of Fantasy" in the online world as well, breaking the stereotype that amusement parks should be enjoyed on-site and offering a variety of attractions on YouTube. At the end of August, Everland's YouTube channel had 1.1 million subscribers, an unusual number for a corporate-run YouTube channel. Titanam, an entertainment channel featuring employees, and Talking Zoo Ppuppa TV, which focuses on the chemistry between animals and zookeepers, have also become three consecutive hits, boasting 280,000 and 500,000 subscribers, respectively.
Everland launched its YouTube channel in 2011, utilizing owned media channels such as YouTube, Facebook, and Twitter for monitoring purposes such as correcting fake news. As social media and YouTube were increasingly recognized as key marketing channels, Everland built its Owned Media channels from a content perspective.
Many companies are trying to organize Owned Media, but they are struggling with creativity, advertising, and encouraging employee participation. Corporate YouTube managers may think, "Isn't Panda itself a YouTube cheat key?" The San Diego Zoo, which houses pandas, also has a YouTube channel, with short sketches about the animals' ecology that are reminiscent of the animal kingdom. Although it is considered one of the best zoos in the world, it only has about 360,000 subscribers on YouTube, about one-third of Everland's, and the number of views on recent videos ranges from 1,000 to 30,000. Even with a high reputation and interesting material, it is up to the content managers to digest it into content. In addition, since 2011, there have been more than 2,500 videos uploaded to Everland's official channel. In other words, it is true that the pandas are responsible for the success of YouTube, but at the same time, it is also true that Everland's steady accumulation of YouTube content has driven the popularity of the pandas. DBR covered the content operation strategy of Everland Owned Media, which started in 2011.
This content was translated into English by AI (using DeepL) from an article that was originally written in Korean in the DBR (Donga Business Review). Therefore, please understand that there may be some awkward expressions.
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