{"id":92139,"date":"2016-09-13T10:56:50","date_gmt":"2016-09-13T10:56:50","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=92139"},"modified":"2016-09-13T10:56:50","modified_gmt":"2016-09-13T10:56:50","slug":"mcdonalds-close-youtube-channel-because-were-not-loving-it","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/mcdonalds-close-youtube-channel-because-were-not-loving-it\/","title":{"rendered":"McDonald\u2019s close YouTube channel because we\u2019re not Loving It"},"content":{"rendered":"

McDonald\u2019s has closed<\/a><\/u>\u00a0their YouTube channel (known as Channel Us) due to a lack of interest from the fast food chain\u2019s <\/strong>youth focused target audience.\u00a0The burger company invested heavily in the channel, recruiting popular YouTubers, Oli White<\/a><\/u>\u00a0and Gabriella Lindley<\/u>\u00a0<\/a> (later replaced by Hazel Hayes<\/a><\/u>\u00a0to head up the channel with some initial success.<\/strong><\/p>\n

One video clocked up more than 750,000 views and others regularly attracted six figure audiences, however interest soon dropped off and according to press reports, none of the YouTube clips posted in 2016 have achieved more than 1,000 views.<\/p>\n

Compare these figures to the views the presenters regular attract to their own channels (Oli White regularly clocks up more than 1 million views) and it\u2019s easy to see why McDonald\u2019s are disheartened enough to pull the project.<\/p>\n

McDonald\u2019s chief marketing officer, Alistair Macrow, who described the channel when it was launched last summer as \u201ca groundbreaking moment for McDonald\u2019s in the UK\u201d told journalists: \u201cWe got to the end of the pilot series and saw that the customers who experienced it loved what we were doing, but we weren\u2019t reaching enough customers for my liking. We\u2019re certainly not going to stop working in that area but the actual Channel Us, we think, has run its course.”<\/p>\n

So why did McDonald\u2019s YouTube offering fail so miserably?<\/p>\n

Well perhaps McDonald\u2019s customer base doesn\u2019t feel as connected to the brand as the company would hope.<\/p>\n

An article in The Drum<\/a><\/u>\u00a0suggested that the channel was launched because: \u201cMcDonald\u2019s weren\u2019t connecting with 16-24 year olds. An audience who have more choice on the high street than ever before, who demand so much more from brands in order to earn their attention, and who buck traditional media consumption trends. They saw McDonald\u2019s as a functional pit stop without feeling a huge emotional connection to the brand.\u201d<\/p>\n

Perhaps McDonald\u2019s YouTube efforts were too close to the traditional media approach that young audiences are so suspicious of.<\/p>\n

Big brands should take note, when authentic content is king, paying for all the right ingredients (right medium, right presenters, etc. etc.) doesn\u2019t always create something people actually want to consume.<\/p>\n","protected":false},"excerpt":{"rendered":"

McDonald\u2019s has closed their YouTube channel (known as Channel Us) due to a lack of interest from the fast food chain\u2019s youth focused target audience. The burger company invested heavily in the channel, recruiting popular YouTubers, Oli White and Gabriella Lindley (later replaced by Hazel Hayes to head up the channel with some initial success.<\/p>\n","protected":false},"author":423,"featured_media":92140,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[3729],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/92139"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=92139"}],"version-history":[{"count":0,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/92139\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/92140"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=92139"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=92139"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=92139"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}