Sievers was in a meeting when another BuzzFeed staffer made a joke about how he should promote merch on his “big YouTube channel.” He took it as good-natured fun-poking, figuring they were jabbing at Boggs’ slow YouTube death. Then, in March, something funny happened. By January 2022, they’d stopped paying attention to Boggs’ YouTube channel entirely.
They returned their focus to Instagram and TikTok. The longer that went on, however, the more it became clear things just weren’t clicking. For a while, the Boggs team uploaded dozens of videos a month. At least, not compared to what Boggs was achieving on other platforms. Sievers’ team began crossposting content from Boggs’ TikTok account to a fresh new YouTube channel not long after Shorts debuted.Īnd, for months, the videos generated essentially no traffic. When YouTube debuted YouTube Shorts, it seemed like an opportunity for Boggs to go big on another platform. And, like on Instagram, Boggs found success: It currently has nearly 5.5 million followers, and gets 20 million views per month, BuzzFeed says. Then TikTok came along, and it just made sense to start posting Boggs videos there too. Boggs also gained a foothold on Insta, amassing more than a million followers.
From that method has emerged properties like Good Advice Cupcake, who has 2.4 million followers on Instagram, as well as the aforementioned Weird Helga, who has 761,000 followers on Instagram. BuzzFeed takes what Sievers describes as a “ Sanrio” approach, testing new animated characters each year and seeing what sticks. The Land of Boggs has always been intended to be a short-form animated project. Subscribe for daily Tubefilter Top Stories Subscribe
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