How 3 Millennials are using social media to build careers
1. Hallzfreak. She’s a Korean young woman (I’m guessing about 22 years old) who is becoming a YouTube sensation through her Ulzzang videos. Ulzzang is a Korean term for “good looking,” which is something that many South Korean young women want to be. Makeup is a huge part of being good-looking for a young woman, and Hallzfreak’s videos are tutorials in the art of making yourself up. Some of the videos on her YouTube page have more than 100,000 views, and Hallzfreak also has a Twitter page. Her YouTube channel page had 460 comments (last time I checked).
2. DaveyWavey. He’s a NYC gay dude, young twenties, and his revenue stream is selling his yoga, workout and inspirational videos — shirtless, and sometimes pantless (although he’s got on his tighty-whiteys). Needless to say, DaveyWavey has a great body. He’s only got 888 Facebook friends, but 11,422 people follow him on Twitter, and his YouTube channel has nearly 7,000 subscribers; one of his many videos has 831,878 views. I’ve got to believe he’s selling his books and videos to lots of admirers around the world. I think DaveyWavey has Richard Simmons in mind as an entrepreneurial role model.
3. Liba. She’s a young woman, Middle Eastern I think, who owns a falafel truck. She lives next door to my friend, KJ, who told me about her. She makes homemade falafels, organic salads, hummus, raita and sweets “baked fresh in the LIBA kitchen,” then sells them from her little truck. She’s what’s been called a “guerrilla café” (the Times reported on the “street food boom” earlier this year), one of a small army of itinerant food vendors who hit the lunchtime streets of San Francisco and the East Bay, a different place each day, and let people know where they’ll be through the Internet and digital alerts. She’s on Facebook, Twitter, and of course she blogs.
All three of these young people have discovered interesting, charming and profitable ways to use the Internet and social media to forge careers for themselves. Which brings me to wineries. I don’t see how a winery can take this same approach. Hallzfreak, DaveyWavey and Liba are selling unique services, as well as themselves and their personalities. They’ve carved out niche areas in which to work. A winery by contrast is not a personality, and wine is not a niche product. There are thousands of brands all competing against each other. Who’s competing against Hallzfreak, DaveyWavey and Liba? Nobody, or almost nobody. That’s why they’re making it.