Me and millions of toddlers share a fascination: Little Baby Bum.
Little Baby Bum is the top education channel on YouTube. It features animated children’s songs and nursery rhymes like “Twinkle, Twinkle, Little Star”.
The channel has 8.4 million subscribers and 9.9 billion views. That’s four times more subscribers than Disney and more views than Taylor Swift. How did it become so popular? Let’s take a look.
Start with classic nursery rhymes
It sounds so simple. It’s surprisingly clever.
Parents love to share nursery rhymes with their kids. It’s tradition. Little Baby Bum gives parents a digital alternative to reading nursery rhymes from books.
Post long videos
The channel surged in popularity when it began posting long compilation videos.
YouTube videos average 4 to 5 minutes. Little Baby Bum’s top video is a 54-minute compilation that starts with “Wheels on the Bus”. The video has 1.6 billion views.
Short videos force parents to create a playlist or find a video every few minutes. With longer videos, parents only need to press play once to entertain their kids for an hour. This is key when kids are in a car or waiting room.
Endear yourself to parents
Parents may not enjoy watching an hour of nursery rhymes, but they trust and value Little Baby Bum. There’s no worry that videos will include product placements or inappropriate content. Little Baby Bum’s video comment sections contain thousands of appreciative comments from families.
Create content kids love
I’ve watched with kids one to four years old. Their attachment to these videos is like nothing I’ve ever seen. The videos feature many elements that appeal to kids: lovable characters, bright colours, constant movement, funny animations, accessible stories, and familiar songs. But it’s not that easy.
There is something special about these videos that strike a cord in kids that other videos can’t reproduce. I can’t name that something special, as much as I wish I could. I suspect that in 20 years, the toddlers of today won’t be able to either. The videos are like so many things from childhood, things we love but can’t pinpoint why.
What’s clear is that Little Baby Bum takes nursery rhymes that have been around for decades and gives them new life on YouTube. Watch a few minutes and you might find yourself singing along with Daisy or laughing with Pig. It’s an incredible feat. One worth 10 billion views.
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