Case Study
Kylie Minogue - 'Padam'
This is a mapping of Youtube based on users who commented on Kylie Minogue's music video "Padam", released June 2023 on Minogue's own channel.The map shows the top 100 channels that appear in this data, positioned and clustered according to the mutual subscriptions they have with each other, with Kylie Minogue's channel, placed in the centre.The analysis is purely algorithmic while the visualisation is partially manual.The main thing to take note of in the image is the colouring: each colour represents a group of channels who tend to have many mutual subscriptions with each other.Alternately we can treat each colour as user typecast who has specific preferences, and use this to characterise the users.For more information check our methodology page.
Kylie Core
User typecast 1
This typecast of a user likes "Classic" pop singers, some of which have been active since the 80's, with a focus on disco.
These users probably do not only like "Padam", but like Kylie and artists that they identify as similar to her.
MTV Gen Pop Divas
User typecast 2
This typecast of user is a fan of a lot of the mainstream female pop idols, specifically many who had come up in the late 90s and in the first decade of the 21st century, when MTV was a main tool for music discovery.
New Gen Pop Divas
User Typecast 3
This typecast of user is a fan of the female pop divas who became famous at the second decade of the 21st century, when social media and video sharing sites like YouTube replaced MTV as the channels of music discovery.
Mainstream Stars
User Typecast 4
This typecast of users is also following pop stars, but as opposed to the other typecasts - these include mainly male ones, of all generations and styles - from Michael Jackson, through Justin Timberlake, to The Weekend and Calvin Harris.
Vevo
User Typecast 5
Vevo is a music streaming and marketing channel whereby most mainstream acts have a Vevo YouTube channel in addition to their own channel. This user typecast is using Vevo as a main tool for music consumption.
Queer Pop
User Typecast 6
This user typecast is interested in outrightly queer pop stars like Kim Petras or Pablo Vittar.
Entertainment
User Typecast 7
This cluster of channels is the only group that is not dominated by music channels.
This typecast of user consumes content from shows like those of Jimmy Fallon's or James Corden's, Saturday Night Live, RuPaul's Drag Race or the BBC.
What Is A Typecast?
How To Read These
A user typecast is a group of YouTube channels that have a lot of mutual subscriptions with each other.So - if a user is subscribed, for example, to Kylie Minogue's channel, they are more likely to be subscribed to Madonna and ABBA (who are in the typecast) than to Netflix (which belongs in a different typecast).These are algorithmically and statistically generated, and therefore can contain some outliers and interesting results.Now we will use these typecasts to investigate and understand the users.
User Analysis
This is a breakdown of the general user population who posted a comment on the video, with a highlight of the typecast that includes Kylie Minogue's channel.It should be noted that a user doesn't doesn't have to belong 100% to one typecast, in fact almost no user belongs only to one typecast, but is a combination of several of them.Nonetheless we can look at the subscriptions of each user and place them in each of the typecasts accordingly.
Kylie Minogue Power Users
This cohort of users are the commentators who had posted comments on the video in the first twenty four hours since its upload.These are the first people that the YouTube algorithm thinks would want to watch the new video.This cohort is has, maybe unsurprisingly, an even higher proportion for the "Kylie Core" cluster. This confirms that the YouTube algorithm probably has similar idea regarding the proximity of these channels to Kylie Minogue's.
Kylie Minogue Non Subscribers
This breakdown shows the opposite - these are only users who are not subscribed to Kylie Minogue's channel.We see a definite higher proportion for the mostly non-music "Entertainment" user typecast here, together with the "New Generation" and male pop star clusters.Interestingly, the MTV generation typecast among these users is still more or less the same as the Kylie subscribers.
I
Conclusion
Every cohort we have reviewed here have a similar, 22% - 24% proportion of the MTV Generation Diva fan user typecast. This seems to be a basic feature for general audiences who are likely to post comments, potentially on Kylie Minogue videos.
II
Conclusion
A theoretical cooperation Kylie Minogue would do with Madonna, Cher or other channels in her Core Fan channel cluster would likely be the best strategy to excite her existing core fan base.
III
Conclusion
In order to garner positive engagement from her existing dedicated audience, it could be recommended to target viewers of the Core Kylie Fan cluster, which includes - interestingly - YouTube Movies.
IV
Conclusion
If Kyle Minogue wanted to garner more engagement from potential audiences who are not yet subscribed to her channel, it could be said that she should have a cooperation with a post - MTV star like Dua Lipa or Charli XCX.
Further Analysis
Let's Talk
This page is meant to showcase the main idea, proof of concept and power in the analysis we are offering.However, in order to limit the scope we have just scratched the surface here.From digging deeper into the different clusters, through sentiment analysis and Natural Language Processing, there is plenty more to research and too little space on this page.Schedule a meeting or drop us an email now to see how we can give you more insights.
© 2023 Squirrel Social Intelligence. All rights reserved.