UGC beats out brands in Singapore’s most-watched videos of 2011

The top 2 slots were taken by videos from Ryan Higa’s popular YouTube channel NigaHiga, music video spoof Nice Guys’ and Justin Bieber parody Rustin Hieber. In third is a music mix incorporating the monotones of the General Election returning officer Yam Ah Mee. In sixth spot, Angry Birds’ promotion of its new version, in association with 20^th Century Fox movie Rio, was the only brand in the top 10.

On user-generated content having beaten out branded content in You Tube’s top 10 community videos in Singapore, MEC’s regional director analytics and insight Jon Wright said that the same attitudes prevail to both UGC and branded content.

“Content has a far greater social currency if people see it as adding value in some way, and that same rule applies whether content is user-generated or branded. If something is too introspective, it has a far lower propensity to be liked or shared.”

From a statistical point of view, he said that one brand making it into the top 10 was probably over the odds. “Given the sheer amount of content out there, in 2011 over 48 hours of content was uploaded to YouTube every minute, we'd suppose far less than 10 per cent of content is branded.” 

But from a content popularity point of view, Wright said that much branded content is still far too inward looking, and not seen to be offering value (on whatever level) to the viewer.

The top 10  YouTube community videos that kept Singaporeans entertained last year was led by the comedic viral 'Nice Guys'.

In a take-off of teen superstar Justin Bieber, Rustin Hieber gives us a sneek peek into a typical day in his life. Unfortunately it seems Hieber's ego far outweighs his actual talent when he struggles to hold even the simplest of tunes. Please Hieber, we promise never to say never if you would just stop singing...

Bedroom band Fallen Superhero mixes up Mr Yam Ah Mee's signature monotone voice for the 2011 General Elections. Choose between the Yam Ah Mee Presidential Club Mix, Pritam Sing Club Mix or the National Pledge Dance Remix. Perhaps Mr Yam Ah Mee has a future behind the DJ decks if his career in politics does not works out.

Get comfortable, this one is over 16 minutes long. We follow a couple's journey as they get to know each other and move through the stages of their subsequent relationship. As the honeymoon period gives way to endless arguments, we see the couple start to doubt their future. The decision to stay together or not will keep you gripped to the end.

Oooh akward.. This viral video shows a girl busting her boyfriend out on a date with another girl... on Valentines Day. Whether this video is real or staged, it raked in the views following its 14 February 2011 debut. It is also unclear whether the hard done-by girlfriend is more upset over him lying about working late or drinking out of a plastic bottle - something she made him promise to stop doing on their anniversary.

Based on the popular animated movie Rio, Angry Birds creator Rovio has launched a new version of the game - Angry Birds Rio - in partnership with 20th Century Fox. Watch the birds lose their cool in this trailer preceding the March 2011 launch. 

Nyan Cat hit YouTube in April 2011 and subsequently became one of the most viewed videos of last year. The video shows an GIF animated cat with the body of a Pop-Tart flying through space and leaving a rainbow trail behind it. This song will get stuck in your head for days... And in case you are wondering - yes, it goes on like that for the full 3:37 minutes.

Ever wondered what Pokemon would look like in real life? Watch this video and rest assured that they got it right the first time around. And Pikachu is much, much cuter as an animation.

This amusing video does a great job of not selling the perks of an all-in-one human navigator, safety belt and sensor in the backseat - just in case you ever wanted one.

Planning to propose to your girlfriend? This guy's mammoth effort will upstage whatever you have planned in this video titled 'The greatest marriage proposal ever'. The unsuspecting bride-to-be settles in to watch a movie when her proposal video comes on screen. When she accepts the proposal, the whole cinema appluades... Just like in the movies. Awww.