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52 — Elon Journal of Undergraduate Research in Communications, Vol. 7, No. 1 • Spring 2016 Abstract How YouTube Developed into a Successful Platform for User-Generated Content Margaret Holland Cinema and Television Arts Elon University Since its development, YouTube, the world’s third most popular online destination, has transformed from a video-sharing site into a job opportunity for content creators in both new and mainstream media. Based on content analysis, the study examined how three prominent YouTubers have created a successful personal brand. Analysis revealed the common characteristics that these online celebrities shared, the appeal of their content to viewers, and their use of traditional media to strengthen their branding. The study also found that younger viewers prefer watching YouTube videos because they were able to relate to the authenticity of user-generated content. I. Introduction On October 2, 2010, Felix Kjellberg uploaded a 2-minute YouTube video of himself speaking on camera while playing a video game. Today, Kjellberg, better known by his YouTube alias, “PewDiePie,” uploads to an online audience of more than 40 million subscribers. At just 24, Kjellberg has developed his online persona into a brand name that pulls in an estimated $4 million in ad sales a year (Kain, 2014). Kjellberg is not alone. An astonishing number of individuals have made YouTube their career. With consistent viewing from cable’s most sought-after age demographic, ages 18 to 49, YouTubers like Kjellberg have formed a virtual yet powerful relationship with their viewers (Luscombe, 2015). User participation helps in creating the stability of loyal audiences. The wide variety of content makes YouTube a place where just about anyone can find a video that interests them, whether they are looking for Kjellberg’s video game commentary or want to watch a beauty guru’s daily makeup routine. Of the 3.2 billion people who have Internet access, more than 1 billion are accessing YouTube videos (Luscombe, 2015). Founded in 2005 as a platform where amateur users could upload and share their videos online, YouTube has now established itself as a part of the entertainment industry. Since its development, YouTube has transformed from a video-sharing site into a job opportunity for content creators in both new and mainstream media. This paper used content analysis of three influential YouTubers—Felix Kjellberg (PewDiePie), Zoe Sugg (Zoella), and Grace Helbig (itsgrace)—to examine how YouTube has evolved and developed into a career platform during the past decade. It tried to identify what makes a YouTube channel successful through examining the qualities of three influential YouTubers who each Keywords: YouTube, user-generated content, personal branding, content creators, viewers Email: mholland8@elon.edu This undergraduate project was conducted as a partial requirement of a research course in communications.PDF Image | How YouTube Developed into a Successful Platform for User-Generated Content
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