In this video, I'd like to give my perspective on the situation around Night Owl Cinematics, not from personal relationships between Ryan and Sylvia's point, but more from youtube, brand, and reputation points.
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WHAT IS THIS VIDEO ABOUT:
If you live in Singapore and watch Youtube from time to time, you should know NOC - Night Owl Cinematics channel, and you probably hear about the whole sage that is going on now.
Very briefly for you who don't know what's going on. NOC is one of the oldest and most famous YouTube channels in Singapore. There are two founders Ryan and Sylvia, previously married, divorced last year. Recently someone leaked WhatsApp messages and zoom call recordings of Sylvia. And one of the main allegations was about how she mistreated her employees. Well, now it's much more on both sides. But that should be enough to get the situation.
First of all, let's check how is NOC YouTube channel is doing right now. What usually happens with a Youtube channel when some negative PR comes up? Right. The ratio of likes and dislikes goes down, and tones of angry comments emerge. The audience loves you, then boom, not anymore. At the same time, you can see minus 16k in October. Wow! Sounds like we are in deep, deep trouble, right? But wait. That's not so obvious as it seems.
The reality is that in most cases, bad publicity helps you in the long run. Participating influences get a lot more attention than usual. Meaning it's a spike of views. Check this out - NOC October views are 50% higher than Sep ones.
So people are upset and start unsubscribing. But guess what happens after the saga is over? Some ppl unsub but 1-2 months later, they will bump into a new video, and they will sub again! And they will see new NOC videos for sure as most of the views on any channel come not from subscribers, meaning that Youtube will still be pushing the channel video to the previously subscribed audience!
Also, ppl tend to forget about the past of an influencer if its content is still good. Look at the NAS Daily who had a big scandal couple of months before. See - the same pattern:
The audience loves you, loves you, loves you... oops, the Philipino scandal comes up. Ouch, less love, less love, less love. Then not posting for a while. Then love again!
Of course, there are exceptions. If you are Dee Kosh, and you are legally accused of harassing underage boys, then you screwed. But for the NOC case... both Ryan and Sylvia can get away with it, I'm pretty sure.
On a separate note, I'd like to comment on Sylvia's choice for an exclusive 2 hours interview - to have it on Xiaxue Youtube channel. She did a good job of trying to be unbiased. But the tricky part is when you talk to only one party of the conflict for almost 2 hours, and you listen only to her arguments and emotions, like it or not, you start to sympathize with this person. It's human nature.
And when the interviewer starts to be emotionally inclined to a person, it also transfers to the viewers, creating a more positive impression. And this is a win-win for both Sylvia and Xiaxue. But what's even more interesting is that 7000 new people subscribed to Xiaxue. What I would do next is to build on this success and relaunch the channel. Just need a bit of content to post. Easy lah!
Ok, enough of social media marketing and PR stuff. The important thing here. Not treating your team well is not the right thing. My team is around 25 people now; I try to treat them nicely, but burnouts are still very common for us. I cannot imagine what's happening in a company when a boss disrespects its employees while still, they are working so many extra hours. If you are a boss watching this video, try to chill. Life is not only about money and goals; it's also about relationships and mental health.
Ahhh, I didn't want to close so pathetically... but I did. If you'd like to hear more gossips about Singapore's scandals from your foreign fellow point of view, subscribe to this channel! And see ya next time!
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Hey! I'm Max. This channel is for those who like to know more about life in Singapore, social media marketing trends globally, and to hear the stories of lifestyle business owners from all over the world. Two videos per week – Monday and Thursday 5 pm Singapore time. Enjoy! 😘
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