Okay, forget about yesterday’s pumpkin cam. Let’s go way out, way out into left field, into the realm of YouTube pop stars, and see what we can learn from them about insurance websites and there is something. So in case you’ve been lucky enough to miss it the past few weeks, we’ve seen this crazy rise of this teen singer, Rebecca Black and her song “Friday.” If you haven’t seen it, okay let’s take a quick look. Let me show you a few seconds. [Plays Rebecca Black’s Friday video.]
That has gotten 30 million views in about the past two weeks, 30 million views. That’s crazy. She’s just gone from nothing to this explosion. So let’s contrast this to another YouTube pop sensation who has made it really big, which is Justin Bieber. Justin got his start by posting videos on YouTube, as well. Let’s go take a look at one of his debut videos just for a quick second. [Plays Justin Bieber video.]
Now, there are two huge differences between these videos, between Justin and Rebecca. The first one, and they are pretty obvious, is production quality. Rebecca hands down, much better production, and the second one is talent. As much as I hate to say this, Justin Bieber’s got Rebecca beat head and shoulders. Now, Rebecca is all flash, no substance. Justin Bieber in this video is really all talent, no productions. Much as I hate to say it, even though his video production is almost as bad as mine, Justin’s vocal talent really shines through. You can see that this guy is something really unique in terms of music.
I bet big money that in five years, one of these two will be forgotten. And one of them will probably still be around in some form, maybe some scandals or who knows what, but they’ll still be around, and that’s Rebecca’s going to be forgotten. Justin’s going to stick around and simply because of talent.
If we look at Google’s trends data just for these two, just for the past month or year, you can see that Justin has already shown tremendous lasting power and Rebecca’s just barely a blip on the radar. Now, how does this apply to us? How does this apply to insurance? How does this apply to insurance websites? I think you can draw a parallel. You can say that there are some strategies you can use; there are some flashy tactics you can use to get attention to your website. This might be a fancy production. It might be animation, moving parts, it might be a splash page, it might be Black Hat SEO tricks that will get attention to your website, but those are all flash. Sooner or later, that stuff is going to catch up with you. If your website is all flash and no substance, you’re going to see that you’re going to have a huge bounce rate. People are going to come and leave and not convert, or if you’re using Black Hat SEO tricks to get lots of traffic, you’re going to find out sooner or later that your traffic is just going to flatten out. Unless you have substance, unless you have real content, unless there is something really there on your site, all this traffic generation work you’re going to do is going to end up resulting in just a quick flash in the pan and not in building a long term sustainable business or long term sustainable online career. Unless the raw content is there, you’re going to be a flash in the pan.
Some of you have been talking the past week or so getting more content on your site; make sure that there is really high quality content. If you wonder why, just think about Justin and Rebecca. Who do you want to be? Who do you want to be like? Do you want to be the flash in the pan that has a quick burst and disappears, or do you want to be a long term lasting sensation?
So that’s my thought for the day. I never thought I’d be here singing the praises of Justin Bieber, but then Rebecca Black came along, and suddenly I realized that maybe Justin is something worth paying attention to. It does apply to insurance websites; I promise you. Make sure the substance is there.
That’s what I have for today. I will have more tomorrow. Thank you.