This Is Why Logan Paul Keeps Winning

Logan Paul has the fastest growing channel on YouTube and he's unlikely to slow down anytime soon. Now, I originally wanted to cover him for this reason alone. After all, you have to do something right charisma wise to accrue millions of new fans every month. But after digging in, I found out that not only is he doing well from a charisma perspective, he is also crushing it on a business perspective. So this is as much a charisma breakdown as it is a business and sales breakdown. So let's just start with the obvious. Logan Paul is incredibly high energy and silly in just about all situations.

Hey yo, good morning lil gang. What's poppin? Or should I say, hey Lila. Good morning lil gang. What's poppin? What's poppin? Hi Brendan. How are ya? I'm good, how are you? Hi Kong. How are ya? Yagi, where's my boy? Good morning. Hi Bobby. Oh, Kong, you good, bro? And you think he'd stop? No. Look here right now, bro. Stop. Kong. I see you. You gotta chill, bro. Do you have tape on you again? Come here, bubby. What's your deal? What the heck, bro?

I spoke about this at length in the Pewdiepie video, but the jump cuts and intense emotion keep the video incredibly engag. Since the human brain is trained to pay attention to people showing strong emotion as well as anything that changes rapidly, Logan is also a natural performer and comedian who is willing to be goofy in public to get the shot. Many people watch these stunts and think they're too much. And honestly, if you were to behave like this outside the context of a daily vlog, it probably would be. But even Logan acknowledges that he has to be over the top when the camera's on, because that is what is necessary to be a successful vlogger.

So much ladder when he vlogs. No, I have to.

I have to put.

It.

So even though you might not be as intense as Logan is when the camera's on, you can't dismiss the importance of high energy in your own life. It leads to more spontaneity, a lighter sense of humor, and it's just about the most important thing Logan does and that you can do in terms of charisma. But it's not as simple as it sounds. In order to be high energy, you need to build routines into your life that make you high energy. For instance, look how Logan starts each morning.

Yo, good morning Logang. What's pop? Yeah. Okay, guys. Good morning Logang. What's pop? Ay, yo, good morning Logang. What's pop? You're just killing the vibe yet hey, you ain't doing it right yet hey.

Now I realize that that intensity might seem like too much, but I've actually done something similar in my own life, and I can attest that it makes a huge difference in my overall mood. So as crazy as it may sound, when you wake up in the morning, find a way to make a bunch of noise, move your body and say something positive. If you live in a cramped apartment and you can't be loud, do it in the car on the way to work. If you keep that up for 30 to 60 seconds, I have found that it puts me in an upbeat mood that tends to last for a good portion of the day. I've heard other people recommend cold showers or loud music, but the same principle applies. Find a routine that gets you excited and make it a part of every morning. You will be shocked how this can improve your entire day. It also really, really helps to have a purpose for getting up in each morning that makes you excited. Because as cliche as it sounds, your energy and your work ethic really depend on finding work that you love. As Logan points out, happy, relaxed place right now.

But you guys know this about me. I work really, really hard. But no, I don't want to say that I do. But I enjoy it. That's the thing for me. Luckily, I have found what I love to do. Like just genuinely love to do. I encourage you guys as always, to keep pushing to find what it is that you love. So every day you can wake up knowing you want to work hard, but you don't have to work.

But to focus on just these things would be to miss the point because there are plenty of daily vloggers who are high energy and funny and who don't have nearly the reach of Logan. Because what makes Logan different is his background. You see, he started on vine and you need to understand how vine is different from YouTube to understand the unique skills that Viner's developed. First off, Vines are only six seconds long, which means that you need to know how to make a point or even tell an entire story in six seconds. Like this. Hey babe, what's up?

Are we like official?

Additionally, many vine stars got popular by constantly cross promoting one another. Whereas YouTubers might collaborate on a video in order to share subscribers, the Viners built an entire ecosystem by sharing content. Logan brought his brother a a boy band, his dog, and even his pet parrot into the limelight. Lastly, since vine didn't provide advertising revenue, Viners got really good at integrating products into their content in order to earn money. For instance, in this next clip, Logan linked to a Hanes advertisement about staying cool under pressure. So when vine died and all of these people moved to YouTube, they began creating a different kind of content that was true to their roots. For first off, they started getting hooks that might constitute an entire vine within the first 30 seconds of their video. Check it out.

Hey yo, good morning Logo. Okay, guys, I'm a mess, I'm a mess. I'm a big hot mess. Here's how I feel right now. Did you know that was gonna shatter, bro? I didn't. I didn't know. Plastic shatters like glass.

This rapid fire content gets their fans watching, wondering what crazy stuff is going to happen next and drives up watch time since so much is happening so quickly. On top of that, rather than one off collaborations, the Viners who moved to YouTube have built multi episode dramas that involve their entire crew. It's a cross between reality TV and daytime TV with drama and backstabbing and making up after two weeks. These kinds of feuds are reminiscent of the rivalries in other fandoms. In the Hunger Games, you had team Peeta and Team Gale. In Twilight, it was Team Jacob or Team Edward. And in Harry Potter you had Gryffindor, Ravenglaw, Hufflepuff and Slytherin. In every case, no matter what team fans chose, they were supporting the growth of every single faction. And the same is true on YouTube with every beef just leading to more growth for everyone. Furthermore, these collaborations means that one day's worth of work can provide three different channels with a video that doubles or triples the views instantly and allows them to cross promote one another's channel all the time. But by far the smartest thing that Logan has done is incorporate his fans into his videos. They show up at his house, they show up on set, to his movies, and to events that he has planned. And not only does Logan often take the time to interact with them and sign autographs, he will also call out the ones who have his merch or or represent what he calls the maverick spirit. This just reinforces the in group identity. Not to mention that it sells more merchandise. Check out how he works it into a rap battle with a fan.

I'm looking handsome, I'm looking dapper. Got my man bun in my hat and my maverick merch. Yeah, like my brother would say, it's selling like a God church. You don't know how to dress man, you're looking like a mess man. This boy got the maverick hoodie. Cause he is the best man.

This is a shift in what you normally see on YouTube, and I think it's because Logan was originally a viner. In most channels, merchandise is something that is sold in an advertisement at the end of a video. In a few, there's product placement and the merch is featured in the video. But Logan Paul takes it up a notch. The merch is the main focus of some of his videos, like this one, where he delivers it to fans in LA who ordered the most.

Which one of you is a savage? There you go, bro. You got it. Now, I know you're all on the low, gang, but we out here with that T shirt. There we go. I also brought this dude. It's that new Logang. Do you want to take this one? There we go, yo.

Or this one where he and his brother Jake have a showdown over which team is better and ultimately resolve it with a big reveal of merch that unites the two warring factions.

Hold on, Wait, wait. This is the surprise. This is the surprise Take. Look. No, look. Look at the merch, bro. Look it. It's the Logang parlors, bro.

I think this deserves a special note because it's an evolution in advertising. The resolution to the story is the reveal of a co branded T shirt. That'd be like if the Transformers beat Megatron by buying more General Motors products. Its commerce and content rolled into one package. And it works like crazy. But none of it would work if fans didn't want to be part of Logan's crew. The Logang. And to Logan's credit, he does an amazing job of making all of his fans feel great when he interacts with them, whether it's by directly complimenting them.

Oh, you're still here. It's been a while. You're a savage, and I like your laugh.

By showing their artwork, One painted this picture for me.

This is amazing. Oh, look at this. This girl. You gave me a book. Oh, my God. Oh, my God. No. It says Hollywood best hero. You are so sweet. Oh, my God. I love. She got the merch and everything. This is making me so happy right now.

Or even by featuring them in his vlogs, which means the world to these kids.

What's up, guys? It's Zuron here. And dude, Logan Paul put me in one of his videos. Dude, I don't even know what to say. Like, I feel like I might cry.

And then sometimes he flies them out to star in music videos with him as well.

People shouldn't have a hero. Logan is my hero. He is really nice. So I went and made a song about him twice. What song? About me twice. Knowing that's really nice.

And of course he works his clothing line into the song.

Hit me up if you ever need advice. And here, dude, take some maverick merchandise.

So two major points to make as I wrap up here. 1. This is the direction that media is going. It's not just about gathering eyeballs anymore. It's about gathering eyeballs with every psychological tactic in the book, whether that's the jump cut, the high energy, or the humor. And then it's about building a fan base that loves you because you interact with them and include them in your content. And then it's about integrating into that content a sale and the second thing, Innovations often occur when someone with a unique background transfers skills from one domain to another. Logan Paul is different from traditional YouTubers because he had to learn to create a different kind of content for vine, and when those skills got moved over, it created something new that has worked incredibly well for him and his friends. People are talking about whether the Paul brothers will surpass PewDiePie in views and in subs, but I think that misses the point because the Paul brothers are not your typical YouTube content creators. They are some of the best businessmen out there, and YouTube is just one piece of that because what they do on YouTube will be big, but what they create outside of it is going to be bigger. I hope you liked this video. If you did, make sure to hit the subscribe button and the notification bell so you don't ever miss a new upload. Now, I don't have any merch to sell you, but I do have a Patreon where you can help me to hire a cameraman and a video editor so I can make videos for you much more often. And and if you do join as a patron, you'll get some super cool perks. So go ahead and click to check those out. Hope you enjoyed this video and I will see you in the next one.