Baby Shark, the most loved children’s video by Pinkfong, has emerged as the first video to have more than 10 billion views on YouTube. The popular video was produced in 2016 and within a couple of years, it catapulted to become a global phenomenon. In November 2020, it was the most-viewed YouTube video of all time with seven billion views.
The 2-minute 16-second Baby Shark video has children singing, dancing, and laughing along. Lee Seung-kyu, Vice-President and CFO at Pinkfong, said when they first made the content, they did not expect it to gain such huge popularity. “The simple yet catchy tunes, easy-to-follow choreography and colorful characters seem to be the reasons behind worldwide attention.”
Pinkfong developed the Baby Shark song and characters in 2015 with the global market in mind. Lee said the song is based on the American copyright-free children’s rhyme. “The song was recreated by adding a repetitive chorus and new beat.” Lee said the #babysharkchallenge in Indonesia in 2017 enhanced its popularity. Indonesian fans shared their own videos of dancing to the song on various social media platforms. As such, the number of subscribers to Pinkfong’s YouTube channel surged 300%.
Following this, the company launched an aggressive overseas Baby Shark marketing campaign. Pinkfong revealed that Filippina nannies are the hidden heroes to Baby Shark’s global popularity. Many of these nannies introduced the song and dance to the US and Europe when working there.
Moreover, Baby Shark became the Washington National’s anthem in the 2019 season and its World Series run. And in the same year, a group of protesters in Lebanon began singing Baby Shark to soothe a 15 months-old baby amid the noise and disorder.
Lee said Pinkfong created around 500 to 600 pieces of content a year and has been posting them consistently on YouTube. The company has about 5,000 videos available in 20 languages. It has 54.8 million subscribers from 244 countries, with a total number of views reaching 50 billion.
Furthermore, the Pinkfong company is boosting its intellectual property rights. Lee shared that they have been testing a number of short-form contents and choosing the best performers amongst them. It will also create longer-form content.