The Honey Scam: The YouTube Documentary That Tore Down a Browser Extension Overnight

Context:

• YouTuber MegaLag exposed Honey's shady business practices in a binge-worthy docuseries designed for the YouTube crowd.
• MegaLag turned a story about a Chrome extension into a lesson, educating millions about the world of affiliate marketing.
• Honey ran massive influencer campaigns, spending millions on advertising with ease.
• Suspicious of PayPal’s $4 billion acquisition of Honey, Megalag decided to investigate, but needed to find a way to package the story in a way that people would care.

The Problem:

• After years of investigative journalism, MegaLag needed to present his findings in a way that would feed the YouTube algorithm and drive change.
• Making a good video isn't enough, YouTubers need a clear distribution strategy to get it in front of the right faces.

How they solved it:

• The eye-catching thumbnail heavily emphasizes the faces of the most popular influencers.
• Framed the story around "scammed influencers" to grab immediate attention.
• Highlighted affected influencers throughout the video to keep the audience emotionally invested.
• Utilized open loops, or teases like “one influencer realized that Honey was a scam, but we’ll get to that later” to maintain suspense.
• Kicked off the scam explanation with Linus, the biggest tech reviewer sponsored by Honey, for maximum impact.

Results:

• The video garnered 16+ million views in 2 weeks.
• Major creators like MKBHD, Markiplier, Hank Green, and Austin Evans were forced to react or make their own videos.
• Some creators used the opportunity to clear their names and provide their own perspectives about affiliate marketing.
• Paypal was forced to make a public statement, but the damage has already been done.
• LegalEagle, the largest law channel on YouTube, has filed a lawsuit against Honey.

_{Key Insights:}

• Good content isn’t enough, you need a distribution strategy to make people care.
• Leverage influence. Megalag positioned influencers at the center to grab attention and build urgency.
• Network effect. Influencers felt compelled to respond, clear their names, or distance themselves from the brand, thus spreading the video even more.
• Once you draw people in, use open loops to tease intriguing details and keep viewers curious throughout the video. Close each loop with in-depth research to maximize impact.

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