This week, I was flown to Berlin by Panasonic where myself and eighteen other members of the press were treated to the unveiling of a brand-new TV lineup, followed by a hotel stay on Potsdamer Platz, and a lovely meal (and plenty of alcohol) that evening.
It was a brilliantly organised and executed event, but I’ve returned feeling ill (not Panasonic’s fault) and mindful of how hard these trips are to navigate as a YouTuber.
I should start by saying that I love these trips. In my relatively short time as a full-time tech commentator, they’ve taken me to Paris, Amsterdam, London, and, this week, Berlin. They often come out of the blue and with only a few weeks’ notice. So, you have to be ready for them at any time, and willing to make some sacrifices.
It’s also worth noting that you don’t really get to see much of the place to which you’re briefly shipped. Typically lasting just a couple of days, you’re normally flown out early, whisked off to the event location upon arrival, herded back to the hotel afterwards, and then given an hour’s ‘free time’ before you’re chucked back into a taxi for the transfer to dinner. The next day’s flight is always - in my experience thus far - a midday affair, which means limited time to yourself that morning, too.
In Berlin, I forced myself out of bed early so that I could walk to the Brandenburg Gate, but that was a rushed bit of sightseeing, to be honest. In Amsterdam, we fared slightly better thanks to the decision to cycle to the evening meal, thus providing an opportunity to experience far more of the city than we would have otherwise - and on the most appropriate form of transport.
None of this is a moan. We’re flown out for free, and there’s rarely any expense spared. It just always makes me smile when people immediately reel off a bunch of landmarks I should visit whenever I share the news of these impending trips.
What never fails to amaze me is the budgets on display. Flying out 19 members of the press, and ensuring they’re fed, watered, and put up for the night in an expensive city location isn’t trivial, and the brand doesn’t explicitly ask for anything in return. Sure, it would be bad form to tag along and make zero content, but no one is forcing you to do anything while you’re there. They just want to show you their new cool stuff.
The press in attendance are either YouTubers like myself or, more commonly, those who write for big tech publications. The latter have the benefit of being able to write and schedule their embargo-ready news ahead of time, but we YouTubers have to wait - particularly if we haven’t had hands-on with the products in question (as was the case with Panasonic). That means you’ve got to create content on the day, and, because you don’t know how the products are going to be presented or what kind of access you’ll have at the event, that means thinking on your feet in terms of what content to create, when to publish it, and how to build an interesting narrative for your audience. It is really challenging, but I do love it.
One of the best elements of these trips, however, is the networking opportunities on offer. I’ve already met several people during these events who have shared hard-to-find PR contacts and whiled away many hours discussing the business of YouTube. It’s inspiring, enlightening, and a great source of comfort to speak face-to-face with others in your field.
Here’s to many more to come!