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How YouTube Developed into a Successful Platform by Margaret Holland — 57 . . . On YouTube we find groups of individuals who interact around shared interests” (p. 105). Sugg’s biggest piece of advice for creating good content on YouTube was “to be yourself and have fun. If you’re not having fun, no one is going to have fun watching your videos” (Tan, 2015, p. 98). Creating an enjoyable, personable environment distinguishes YouTubers from other celebrities. They are being themselves and creating an environment where the viewer feels as though they are listening to their friend speak. Within this environment viewers are able to engage with an online community that enjoys similar content. Qualities of Successful YouTubers Regarding RQ2 on the qualities that influential YouTubers have in common with one another, the study found the following: Helbig, Sugg, and Kjellberg invited viewers into their homes by filming and vlogging in their bedrooms or living rooms. Biel and Gatica-Perez explained, “Although conversational vlogging is obviously not exclusive of YouTube, the forms of social engagement inherent in vlogging are key features that distinguish YouTube as a platform for creativity and participation around video, rather than just a repository and distribution system” (Biel & Gatica-Perez, 2011). This allows for diverse content even within each YouTuber’s category. Each YouTuber in this study used two elements, background music and objects, throughout their videos. The background music was specific to each YouTuber and became a part of their brand. The music was instrumental and helped to move along the audio of each YouTuber. Objects varied for each YouTuber, but overall Helbig, Sugg, and Kjellberg were each talking about something or someone specific in their videos. The videos uploaded by each YouTuber in this study varied in length; however, the average video length did not exceed 20 minutes. Although Sugg’s content is about twice as long as Helbig’s and Kjellberg’s, it is still significantly shorter than a traditional 30-minute television program. According to Kim (2012), “YouTube has come to represent what video on the web looks like: short, mostly humorous, and easily accessible” (p. 53). Uploading schedules for each YouTuber varied; however, each individual posts at least once a week. Even though Kjellberg, Sugg, and Helbig did not post content on the same days, each YouTuber has developed their own routine schedule so their viewers know when to expect content. Their viewers consist of a younger demographic, as “YouTube is the ultimate destination for kids logging on the Internet. It pretty much owns kids’ eyeballs at this point. One of its core demographics is 8 to 17 years old” (Luscombe, 2015). Personal Branding through Traditional Media Regarding RQ3 on YouTubers’ reliance on traditional media, this study found that their personal brand became influential by working with traditional media. Helbig’s YouTube channel included segments from her television show, The Grace Helbig Show, which ran for eight episodes this past summer. Jeff Olde, executive vice president of E! Entertainment, explained, “This show is a fresh take on the conventional talk show with a very unconventional host who has already captured an enormous fan base of young viewers on the Web” (Stedman, 2015). A traditional network like E! Entertainment utilized user-generated content to gain younger viewers. Helbig is currently working on her second movie with Lionsgate. She even appeared on an episode of The Tonight Show with Jimmy Fallon in March 2015 (“How Grace”, 2015). Sugg has also made her share of television appearances, including a segment on The Great British Bake Off. Although YouTube draws in more viewers, traditional media such as television or professionally generated content are not going anywhere soon. According to Strangelove (2010), “Amateur video’s proliferation of quick thrills and brief clips also feeds into an attention-deficit generation . . . Fragmentation in itself does not spell doom for television. In the end, even though contemporary audience is highly fragmented, it is still watching commercially produced entertainment” (p. 168-169). YouTubers are not trying to end professionally generated media with their user-generated content. Sugg, Helbig, and Kjellberg are not exclusive to YouTube. They are on television, being nominated for or winning Teen Choice Awards, and each have a published book. To build their personal brand and audience, they have taken advantage of traditional media in addition to their YouTube channel. Future for YouTube With jobs that rely on viewers, it is easy to question the longevity of the online careers of Helbig, Sugg, and Kjellberg. YouTube has completely transformed in 10 years from a site where content was shared to a place where user-generated content thrives. Luscombe (2015) explained, “Not only must the company contend with youth-savvy tech firms—your Snapchats, your Spotifys, your Vines—but established mediaPDF Image | How YouTube Developed into a Successful Platform for User-Generated Content
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