Several months ago legendary sketch comedy group Monty Python launched an official YouTube channel featuring their sketches plus interviews and other unreleased material with links to where to buy their work on Amazon in the video description.
The result? According to Fast Company sales of Monty Python DVD on Amazon.com rose a staggering 23,000% percent.
That is pretty darn impressive and I think the key here isn’t that their material is online…it’s that their material is on YouTube.
YouTube has the largest user base of any video site and everyone knows how to embed and send YouTube links. By harnessing the capabilities of the site and directly interacting with their fans they’ve achieved an unheard of sales increase. Plus, how many new people have been exposed to their work as a result of this initiative? Probably a lot.
Too many times companies are concerned with the advertising that would play next to their content. The Python example shows that they should be more concerned with how the internet can grow DVD sales and expand and motivate a fan base. A motived fan base will impact the bottom line a lot more than trying to sell ring tone ads next to content.
I hope my other favorite sketch comedy group, The Kids in the Hall, is listening.