When Ryan Hughes made his first video on YouTube, he never expected the fame he would achieve from the platform. At the time he was just 17, growing up in the small town of Horsham, England. Like many at that age, he was dealing with the social stresses of teenage years. He also was struggling with anxiety and depression, dealing with what seemed like unsurmountable personal problems at the time. He turned to YouTube as an escape; making videos under the alias “Bucks Fizz” was a way to make his audience laugh and briefly forget about the struggles he was dealing. Now, five years later, Hughes is known internationally as “Bucks”, a celebrated YouTube content creator and social media influencer, and he attributes those difficult years to the success he has today.
Hughes passions for gaming and making videos has led to his YouTube channel having over 400,000 subscribers from all over the world. When he first began his channel, he played a game called Runescape, which his first couple of years using the platform was focused on. As he began to average more views per video, he started to expand his content, playing more video games and making videos about his thoughts and opinions, as well as day-to-day experiences. Eventually, he found he could make a career out of his favorite hobby, and has never looked back.
“I found YouTube as a platform where you could be creative without having to speak, or even show your face if you didn’t want to. Reaching out to an online audience in a situation like this and receiving compliments and support on your work only motivates you to keep striving forward. Growing up through my teens, I was an avid gamer, I use to play games with my friends all the time, which brought the YouTube world of gaming to life, where we watch YouTube for guides, entertainment and more. This then sparks up personalities that you enjoy watching in relation to what you’re interested in, which is and for me, was a very desirable thing,” he said.
Hughes fame and influential power over his audience allows him to work with relevant brands to help grow their customer base. One of these brands was the North American theatre giant, Cineplex. When hosting their Cineplex WorldGaming Canadian Championships this year, they reached out to several influencers to help gain awareness for the competition, “Bucks” was one of those few.
“It was a pleasure to work with Ryan and his agency of record Studio 71,” said Oliver Silverstein, Marketing Manager at WorldGaming. “Ryan creates compelling content on his channel and has a very loyal following. We look forward to working with Ryan again in the future.”
Hughes promoted the competition through his videos in August and September of this year. Playing the game Counter Strike: Global Offensive, he was able to inform his viewers of the competition and provide them with information of how to sign up and attend. Although he is based in England, Hughes has a large fan base in North America, which the tournament was open to. Through his campaign, he was able to generate over 200,000 impressions and create awareness for the tournament.
Earlier this year, Cineplex and WorldGaming approached Hughes to promote the competition. They knew with his vast audience and creative videos, he could find a fun and unique way to help promote the tournament. Hughes was happy to generate interest in the tournament, and was invited to the finals in Toronto from September 22nd to 24th, where the winner would take home $90,000. This was the first of its kind for this type of collaboration, as Hughes’ videos are for the entertainment aspect of gaming and are generally watched by those who play for fun, rather than the professionals. The campaign was the ideal way to integrate both the fundamental entertainment side of E-Sports games and the professional side.
“E-Sports is such a huge and increasingly dominating part of our community, and I want to support it in so many ways. Being offered this position to promote such a large tournament was an honor and beneficial to myself to shed my personal light on it. Although I’m more on the entertainment side of CS:GO opposed to the professional scene, I always look up to the professionals who are very talented in what they do. I wanted to make this video to promote a huge tournament and be involved in such a spectacular event,” said Hughes.
Hughes believes it is crucial that both the entertainment and creative side of E-Sports games, where people such as himself create entertaining videos about the games collaborate with the professional side. They are completely different to each other, the professional scene’s target audience are those who take the game very seriously, whereas the entertainment scene has a more relaxed approach, targeting a huge amount of people who just enjoy playing every so often. To combine both these huge audiences together builds our community, both synergise and help each other.
Hughes enjoyed being able to be seen as a professional for the promotion. In his initial video promoting the tournament, Hughes continued his trademark enthusiastic act, but used extensive use of sound and lighting in front of the camera to create an elite atmosphere to give insight into how “crazy” it would be to enter and win such a tournament, with a huge prize pool of $90,000. He also had to have a player photo taken, as well as work closely with other professionals of Counter Strike: Global Offensive, a favorite game for the influencer.
“I took this promotion very seriously as it’s not often to see such a collaboration. I wanted my audience to feel the professionalism, just like an average tennis player would feel how great their sport’s top athletes were,” he said.
Collaborating with Cineplex and WorldGaming was just a fraction of Hughes’ success in the past year. He was sent to Australia with PAX to have a meet and greet with fans and meet other successful social influencers, and he worked with SkinSilo to promote the platform and once again use his brand to create awareness. Despite such success, his humble beginnings are still a part of him, as he is thankful to do what he loves each day.
“If it wasn’t for finding this passion and expanding my hobby into what it has become today, I’m not quite sure where I’d be in life. It’s changed everything, from all those years ago where I feared any form of social confrontation, leaving the house, self-confidence. This has a very big impact on how seriously I take what I do. I know a lot of people that will just simply ‘put off a video’ due to being a little tired or busy, whereas I’ll stay up through all ends of the night if I have to in order to finish a project for my planned distribution time,” Hughes concluded.