Fans Matter: The Secret of Loot Crate’s YouTube Success

Loot Crate is a brand that understands and celebrates communities. Their entire business model is founded on fan loyalty and fan community. They are a subscription service that provides their customers with a “crate” each month, filled with geek and gaming gear. With over 200,000 subscribed to their service, Loot Crate recognizes the importance of customer satisfaction and takes great steps to guarantee their fans know how much they are valued. Nowhere is this more apparent than with their YouTube strategy.

Loot Crate’s Official Channel

Loot Crate caters directly to its fans by featuring, among other things, behind-the-scenes footage, and monthly reveals of the contents of each crate on their YouTube channel. They even have original content created around trends in the gamer and geek communities, as well as original content centered on the theme of each month’s crate. A Firefly fan-film trailer was just released on YouTube to promote this month’s “Galactic” theme.

By the Numbers

Using ZEFR technology to compare Loot Crate’s official channel content to fan-generated uploads, a clearer picture of Loot Crate’s overall YouTube presence emerges. Loot Crate’s fan engagement (such as, likes and comments) also build exponentially on the brand’s official uploads. In other words, Loot Crate’s unique attention to its fan-base has had a measurable positive net gain in nearly every category of YouTube statistics. Here, we provide a snapshot of our research:

Loot Crate


Fans of Loot Crate call themselves “Looters,” and their involvement on YouTube is intense. Looters create monthly unboxing videos of their crates, making sure to share their first impressions of the surprise gear with other Looters. The authenticity of their reactions are what make these videos particularly captivating.

Loot Crate picked up on this trend and included clips of fan unboxings in the first video they ever posted to their official YouTube channel:

Loot Crate also produce a series of videos that compile the best reactions from fan-uploaded unboxing videos from the previous month’s crate and mash them up. With each month’s new crate their social push encourages fans to use a unique hashtag so they can easily find and share these videos.

Loot Crate’s interaction with their fans helps the company to better understand what they want. In fact, the crate for May 2014 included stickers of popular YouTube gamers, a clear indication that Loot Crate knows its audience.

The New Adventures of Peter + Wendy

Going a step further with their YouTube strategy, Loot Crate formed a brand integration deal with the web series, The New Adventures of Peter + Wendy, a modern reinterpretation of Peter Pan. They are listed, with a link to the site, as the “set-dressing sponsor”, and offer coupons exclusive to the web series. In addition to the unboxing videos featuring characters from the show opening their very own crates, Loot Crate has donated perks for The New Adventures of Peter + Wendy Indiegogo campaign to fund the production of a new season.

Main Takeaways

Loot Crate’s target audience is active on YouTube, using it both as a social media site and a primary source of entertainment. Smartly, the brand has joined them on their own playing field. Not content with just launching its own channel, but a channel that involves its fans–uploading fan-generated content, participating in ongoing conversations, and partnering with a beloved web series–Loot Crate’s YouTube strategy works because it is authentic and interactive. Any brand seeking to build a fanbase via the YouTube platform would benefit by learning a thing or two from Loot Crate.

The Group icon is designed by Parmelyn from The Noun Project


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