Cocomelon remains one of the most popular YouTube channels for kids. Not just kids, its popularity has grabbed the attention of adults alike. Coco Melon’s YouTube Audience is split between male and female and 65% of the audience group falls between 18 and 34. Apart from YouTube, Coco Melon commands a substantial presence on Instagram as well. Cocomelon’s Instagram Audience mainly comprises 82% female who falls between the ages group of 25-34.
In the words of the Creative Executive, Meghan Sheridan, “Cocomelon is optimistic, musical, relatable, and relevant. Viewers see themselves reflected in JJ and his friends, and families will love that Cocomelon serves as a ‘positive primer’ for new routines, experiences, and emotions.” It is interesting to note that even though the website itself describes its target audience as pre-schoolers aged between 1 and 5 years of age, the channel has carved out a space in the adult hearts as well.
Just posted a video https://t.co/TmajW1COye
— CoComelon (@cocomelonkids) November 16, 2020From humble origin to an empire
To trace its origin, one has to take a look at the purpose behind generating such content. It was developed by Jay Jeon and his wife as an initiative to teach their children the ABCs. Jeon, who had earlier directed TV commercials and his wife, who had experience in writing children’s books, started off by making videos where they sang songs to nursery rhymes. They then uploaded the cartoons to YouTube under the brand name ABC Kid TV.
In the course of time, it started generating revenue in millions, compelling Jeon to quit his job solely to focus his career on the channel. Later, in 2020, he sold his company to Moonbug Entertainment which expanded the show to audiences across the continents. JJ and his two siblings, older brother Tom Tom and older sister YoYo, along with their mom and dad and JJ’s friends, became an instant hit.
Now, the site boasts of expert guidance in the creation of content in order to help parents have peace of mind knowing their children are learning in the safe, happy world of Coco Melon.
Factors that led to Cocomelon’s success on the world stage
The attention-grabbing content, with its catchy songs, vibrant animations, and simple storylines, has enchanted toddlers and their parents alike. Here, understanding of the target audience played a crucial part. Keeping up with its commitment to catering to the needs of toddlers and pre-schoolers, the creative directors, armed with expert guidance, have specially designed storylines within the appropriate timeframe so that they can retain the attention span of toddlers. Moreover, the use of a simple, repetitive rhyming pattern complemented by colourful and engaging visuals ensures that young children can easily follow along and enjoy the content, which also addresses their development needs.
Besides, consistency in content creation proves their commitment and dedication to their audience. By posting regular content, they ensure that the interest in their content is retained and the audience is never bored of watching the same content again and again. Attending to minute details also ensures top-quality content is delivered through the channel.
Also, the choice of subject is interesting as a great amount of research goes into them. The engaging stories featured on Coco Melon revolve around everyday experiences that young children can identify with and hence become supremely relatable. The characters, such as JJ, TomTom, and the rest of the Coco Melon family, are lovable and showcase the familial bond which children have with their siblings, peers, and family. In addition to that its animation style is very appealing to kids as it is quite similar to Pixar or Disney, which has been tested to be successful with young kids.
Besides being entertaining, it also inculcates educational value into its content. The videos enrich kids with knowledge of colours, numbers, and shapes thus keeping up with its promise of ensuring peace of mind for the parents. The basic concepts ingrained in the engaging visuals make it a valuable tool for early childhood development. The catchy songs with repetitive characters urging them to perform an action influence toddlers to follow them. Thus good behaviour and age-appropriate knowledge are inculcated simultaneously through the platform. It is this perfect balance between entertainment and education that has made it an instant hit with parents who feel secure about their children scrolling through the channel.
Another key factor behind its success remains its strong online presence. Starting from YouTube, it is now everywhere, be it TikTok or, Instagram or even Facebook. Behind-the-scene content shared through these platforms also generates interest among viewers about the content itself. This popularity using social media has proved to be a tested formula that enables any platform to achieve quick success.
Merchandising and Licensing have also played important roles in the expansion of Coco Melon among the global audience. Ever since its takeover by the Moonbug, which has also taken over other similar channels like Little Baby Bum and Little Angel, it has tried its best to increase the outreach of Coco Melon. Merchandising has been attributed as its major cause of success. The products, including toys, clothing, and books, not only provide additional revenue streams but also contribute to strengthening its brand identity.
On the technical front, it has banked on Organic Search, Direct, and Social and refrained from any paid search. The web traffic focus has also played a crucial role in popularizing Cocomelon. In addition to that, Cocomelon’s single-handed focus on getting into a variety of streaming platforms outside of YouTube, such as Netflix, Hulu, and Amazon Prime, helped it to achieve considerable brand awareness. Instead of focusing their efforts on digital advertising, this strategy has worked well for it. Cocomelon had emerged as the top show on Netflix in 2020. Considering the parents’ preference for platforms like YouTube Kids and Netflix instead of YouTube so as to avoid age-inappropriate autoplay content that often appears on YouTube.
FAQ
1. Why has Coco melon become so popular among both children and adults?
Cocomelon’s popularity can be attributed to its relatable characters, catchy songs, educational content, and strong online presence. Its ability to resonate with both children and adults has contributed to its widespread success.
2. What is the demographic breakdown of Coco melon’s audience?
Cocomelon’s audience is primarily young children and their parents. While the specific demographics may vary, the channel has a significant following among parents aged 18-34.
3. How did Coco Melon start and evolve into a global phenomenon?
Cocomelon began as a personal project to teach children the ABCs. Its success led to its expansion and eventual acquisition by Moonbug Entertainment, which helped to broaden its reach and establish it as a global brand.
4. What are the key factors that have contributed to Cocomelon’s success?
Cocomelon’s success can be attributed to its understanding of its target audience, consistent content creation, engaging storytelling, educational value, strong online presence, and effective merchandising strategies.
5. How does Cocomelon use social media to engage with its audience?
Cocomelon actively uses social media platforms like Instagram, TikTok, Facebook to connect with its audience, share behind-the-scenes content, and foster a sense of community.
6. What other strategies has Cocomelon employed to expand its reach and brand?
Cocomelon has focused on organic search, direct traffic, and social media to drive traffic to its content. It has also expanded its presence on streaming platforms like Netflix, Amazon Prime and Hulu to reach a wider audience.
