ASAPScience
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Brains behind AsapScience plan to increase female audience

Scientists Mitchell Moffit and Gregory Brown plan to tackle the lack of gender equality in STEM fields through new content on their YouTube channel.
October 6, 2014

We’re back with another edition in a series from StreamDaily and Influicity, a Toronto-based adtech company that enables brands’ work with YouTube’s rising stars.

After graduating from University of Guelph in Ontario, Canada with degrees in biological science, Mitchell Moffit and Gregory Brown found it difficult to stay inspired and current with contemporary science culture. Their solution was AsapScience, a YouTube channel dedicated to researching, learning and sharing knowledge with others. Fast forward 2 years and the channel is arguably the largest in its category. The educators help support their channels by collaborating with brands like General Electric and 23andme, a DNA-testing service.

Influicity spoke with Brown about the duo’s success, and we were surprised to learn how hangovers played such a large role in its growth.

Name: Mitchell Moffit and Gregory Brown
YouTube channel: AsapScience
Category: Science
Total Reach: 4,253,111
Influicity Score: 73*

Have you done any brand collaborations? Can you tell us about that?

One troubling part of our analytics is that our audience is 73% male and 27% female. This is something that we really want to combat as we evolve our channel.

Because we are a science channel and put so much effort into the research and information in our videos we are very picky about brand collaborations. They have to make sense to our viewers and to us.

We threw to a company called 23andme, which creates genetic-testing kits, for the end of a video about the disease multiple sclerosis. This is an example of a great collaboration because we inform the viewer about a human biological issue, and then show them a product with which they can interact with their own biology.

Who are your fans?

They literally come from all over the world. The videos have been viewed in every country with YouTube access but most of the viewers are from the United States followed by Canada and the U.K.

One troubling part of our analytics is that our audience is 73% male and 27% female. This is something that we really want to combat as we evolve our channel. We are planning a few videos now that will be focused on the female anatomy, and have also reached out to other female YouTubers to be a part of our videos to increase female interest. There is a lot of sexism and lack of gender equality in the STEM fields, and we want to be a part of changing this; we know it is a huge issue so our hope is to be a small part of a larger step in the right direction for society.

How did AsapScience get its start on YouTube?

Mitch was learning a lot about how the YouTube platform worked, and I was teaching science at the high-school level where I saw first-hand how young people interact with YouTube to get their information. We decided to start the channel and create one video a week for a year to see what would happen. The rest is history!

What was your big break on YouTube? Was growth very gradual or quick?

The growth happened a lot faster than we expected. The first “viral” video we made was called “The Scientific Hangover Cure,” and it was only the 5th video we created. We sent it out to a variety of websites, and it seemed to be shared all over the internet. We saw the view count increase really fast, and found it popping up all over online.

Viewers knew they could come back for more weekly videos, and we continued to make them. The next video that went viral was called “The Scientific Power of Naps” and it came out 3 weeks later.

Where do you hope to be in a few years from now?

To be honest, we need to figure this out. Everything has happened so fast, and we are so busy that planning a few years ahead just hasn’t happened for us. The exciting part is that everything is so new for everybody, so I think there are a lot of unknowns, but we are just going to ride the wave of excitement we have created around science, and be proud to know that we are a part of people learning, because learning is the most important part of life.

Influicity (http://influicity.com) is a SAAS platform empowering advertisers to search, select, measure and collaborate with influencers on YouTube and across the social media universe.

*Used by clients when formulating pricing, the Influicity score is a number between 1 and 100.

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