Transcript:
Within about a week of the unveiling, Tesla sold over 250,000 of their new Cybertrucks. The one that looks like it’s made for Mars because it, kind of, is. Now, this is, kind of, nuts. And Elon gave us the mix of which versions they even sold. And if that is correct, at 250,000 Cybertrucks sold, with that percentage of each different one, you’re looking at over $14 billion in revenue. And they did all of this without any marketing, whatsoever. Or did they? Let’s free the data. (upbeat music) Tesla is an anomaly when it comes to car companies. A lot of car companies spend a ton of money on advertising to get the word out abour their products. Tesla does not spend any money on advertising. And when Elon says that, he’s not lying, that’s true. However, it doesn’t mean that they don’t market their products and have a good marketing strategy. If you look online, you’ll find all sorts of websites, Instagram accounts and, obviously, YouTube channels, like this one, that use their name and some even use their logo, in their branding. This is borderline trademark infringement, maybe not that borderline, actually. For example, if I created a YouTube channel called, “I like Toyota.” And used their logo, font and color pallette. Chances are that id get a letter from their legal team asking me to stop. Now, this makes sense and it actually happened to me once with a parody video I did, of Morgan Freeman, reading the Tesla Model 3, driving manual. And they sent me a cease and desist, I took it down. Funny side note, maybe that’s a different video. But the point is, companies don’t want you parading around online, or really anywhere, as their representative, as someone that actually speaks for them, as the company. Whether that’s because they have a different way they wanna deliver their marketing message or just because they don’t wanna get anything mixed up and have you do something that they don’t like. Whatever the case is, companies generally don’t let you and try to stop you from using their trademark, their logo, their name et cetera. Now, this isn’t the same thing as fair use, where I or anyone that is publishing things online are free to talk about a thing from a criticism standpoint or a commentary, whatever the case may be. We can use those items and those resources when talking about those companies, to explain what we’re talking about. This is considered, fair use. This is how the news can show the Chevy logo when they’re talking about a recall or something. Now, pause for a second, I’m not a lawyer, this is not legal advise, okay, fair use is a very complicated subject and the FTC actually releases tons of guidelines for people like me, influencers, creators whatever you wanna call us, on how to actually go about, fair use and when it’s okay and when it’s not. But what it all comes down to, is a lawyer and judges are the ones that decide what is and what is not fair use. But essentially, those are the two sides. You can use a companies logo, trademark, images, et cetera. But not in, to parading around as them, but more as in commentary, explanations, about them et cetera, et cetera. But if you notice, Tesla really seem to care when people use their name, their logo, anything else. And, I think it’s because these folks are basically doing Tesla’s marketing job for them. And so Tesla doesn’t seem to do any of that. They don’t have a giant legal team that tracking down anyone with the name Tesla in their Instagram account or anything. Because it doesn’t make sense for them. They have other bigger fish to fry. And yes, I realize the irony here of me talking about it with a channel that uses their name, at least in part. We’re all apart of the big machine, really when it comes down to it. No how does this work for Tesla though? How does it play out? How does it benefit them? Well the Cybertruck event is a perfect example. Tesla invited lots of social media folks to the event, as well as main stream media that also were invited. There were many Youtubers, and primarily Youtubers is who I found there at the event. And many of us own Tesla’s so we got in as guests, but a lot of us also were invited as media Now I love this because this shows a company like Tesla is embracing the internet culture. The folks like myself and many others that put in a lot of our energy, our time, and our money into making content because we love the company, the products, the industry, the path that we’re all on. Whatever the case may be, we are real people doing this for you, the audience. Versus the mainstream media, which have been around forever and have all kinds of different motivations behind what they do. So, with the Cybertruck event the question is; How much attention did it really get them? Obviously, the mainstream media would be covering them; but how much extra just on YouTube did this one event get them by inviting all of us? Now, if you want to guess I would be very curious to hear if you guys can figure it out. Go comment down below before the video continues, and tell me how many views you think Tesla got from the Cybertruck event. And then we’ll jump back and see how it lined up with my research. Well, it’s kind of hard to track this down there have been hundreds, if not thousands upon thousands of videos that are about the Tesla Cybertruck. So, what I did is use the lovely YouTube data API to run a search query for anything that came back from the word Cybertruck using that as my search term. Then, what I did is I pulled all that together, looked for just the ones with the word Cybertruck in the title and filtered out everything else. And it turns out they got a ton of views. You can see this massive spike the first day of the event. And it’s kind of trailed off and then came back. A ton of attention and really just content generated about this event on YouTube. So in total they received over 101 million views in only a few days. And obviously, that generated tons of comments, likes, shares, everything else. This is just YouTube that we’re talking about. Obviously, there’s the web, there’s Facebook and Instagram, and Twitter and everything else. I mean really that one event generated a ginormous amount of attention on the internet. So, let’s quantify that for a second, in terms of dollar value. If you look at Social Bluebook, which is kind of an online evaluator of how much a brand would have to pay somebody that creates content for a living to make a video about them, you can see it’s right around 7 to 8 cents. Now if you multiply that times the 101 million views, That means, they would have to spend over 8 million dollars to get that same amount of attention, just on YouTube, not to mention all the other places where this stuff was covered. Now, yes there are some assumptions here and some different ways of slicing and filtering this data, for example; do you count the Verge and Business Insider as mainstream media? Or because they publish a lot of content on YouTube, are they not? Yeah, there’s a lot of ways to look at this. But we’re just trying to get a high level take of the value of that event and inviting a bunch of Youtubers to it. But, yes, this is clearly a part of Tesla’s strategy. Despite them not spending any money on it, I don’t believe anyone was paid to come to the event. They did invite us there and that was amazing, so there is a really good kind of new version, modern sense of how to use the internet to drive attention to your brand and to your product. And no one does it better than Tesla. Now of course, this is nothing compared to what the other traditional automakers spend. GM, for example, spends over 3 billion dollars a year in advertising. And of course they sell millions of cars, so it’s kind of a different scale here, but you get the sense that these other companies spend a ton of money in advertising. If you’ve been watching TV lately here, it’s the holiday season and yeah, it’s just flooded, bombarded with you know, half-time shows presented by Toyota or Chevy new car here, whatever. There is just so much money dumped into this by traditional car makers, and they almost don’t at all embrace the new internet culture. And that is where I see the brilliance of Tesla in their marketing strategy, despite them not spending any actual dollars on ads. But, overall this one event that actually kind of went sideways quick. – (glass breaks) Oh my (bleep) God. Well. – This one event generated just mountains of attention online and basically everywhere that media is consumed. Everyone is talking about this and the net result, over 14 billion dollars in pre-orders and at least 8 million dollars of views that they would have normally had to buy here on YouTube. So, Tesla has a really smart marketing strategy here that a lot of other companies really, I should think should consider. In fact, I know a lot of the tech companies are doing this now, and you see how tech dominates on YouTube and can really make or break a launch of a new phone. So, the same concept is playing out here in these kind of more modern tech cars. I’m curious whether or not any of the others are going to start embracing this new internet culture or not Leave me a comment down below and let me know what you think and as always, don’t forget; when you free the data, your mind will follow. Thanks for watching, and I’ll see you guys back here on the next one. Thanks for watching, I hope you guys are excited for the holidays coming up, I’m going to put a link to a kind of gift guide, something that I recommend, products I actually use on my Teslas. And so, these are things that if you have one, if you’re new to it, or maybe if it’s someone else and you want to buy them a gift; you’re definitely going to hit some home runs here just by buying them these products. And most of them are pretty cheap. So, if you want to check that out, link in the description down below. – You’re going this way. – Okay. – All right, have a good night. – Yeah. Whoa, wow. Cybertruck, it’s insane. Look at this thing. Look at this thing. Wow, I don’t know what to say. I don’t know what to say this thing’s kind of,
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