YouTube Influencers - from Makeup to Minecraft

A significant platform for interaction with popular culture among teenagers today is YouTube.  Young people are constantly viewing videos on YouTube - crowded around phones or other devices at school lunchtimes, at home, or even when they are out with friends.  According to recent studies, what is trending on YouTube accurately represents current popular culture trends in everything from popstars to politics (Robinson, Cotton & Shultz, 2015).  With over a billion users worldwide, YouTube influencers have been found to have a greater impact on teenagers than mainstream celebrities (Xiao, Wang & Chang-Olmsted, 2018), and in fact, 85% of US teens engage with YouTube regularly, making it today's preferred platform for teenagers (Pew Research Center, 2018).  Seeing such high levels of engagement leads quickly to the question of what exactly is on YouTube that all of our teenagers are so interested in following!

From a young age, children are introduced YouTube and the world of songs, cat videos, children unwrapping toys (as inconceivable as it sounds, yes that's a real thing! Check one out here).  As they become regular users, often young people begin to 'follow' the makers of their favourite videos, and people who upload videos they've produced onto YouTube who garner groups of followers are defined as the all powerful YouTube 'influencers' (Xiao, et al., 2018).  At the moment, the students I'm working with in the middle years tend to be watching either makeup tutorials, or videos other people playing computer games. 

An example of a makeup YouTube influencer is 'Zoella'.  

(Image from BBC, 2017)

Among paid promotional videos, Zoella shares intimate details of her life, showing and discussing everything from her morning commute to what she's wearing, what she's buying, who she's hanging out with.  Zoella's viewers can tag along with her for a walk on the beach, or join her and her boyfriend on a weekend getaway, see what she's eating for lunch, and of course, watch her do her hair and makeup.  While watching someone else apply their makeup and hang out with their friends may seem as ludicrous to some adults as watching children open toy packets, Zoella has over 11 million followers, and an estimated worth of over £2.5million (approx AUD$4,700,000) garnered from advertising and merchandise. According to research, Zoella's success comes from transforming intimacy into a commodity (Berryman & Kavka, 2017).  Zoella has developed a 'big sister' persona, and backs up her YouTube presence with other social media platforms where she interacts with fans and retweets some of their comments, establishing a personal connection and feelings of trust and closeness (Berryman & Kavka, 2017).  The trust developed with followers leads to a significant effect on young people, and influences pop culture trends as they imitate makeup routines, media choices, and any number of aspects of Zoella's brand or preferences.

In another corner of YouTube are gamers, who garner followers as they record themselves playing popular video games.  One such YouTube influencer is Lachlan, who boasts over 12 million followers.  

(Image from YouTube, 2019)

Many of the students I teach are hooked on watching his skillful play on their favourite video games, gathering tips and admiring his achievements.  Following viewing, they then attempt to reproduce his success in their own games, and again, Lachlan is available to connect with fans via twitter, where relationships and trust can be built, which strengthens connections and influence.  

The YouTube influence on pop culture is something which has only evolved in recent years, but the amount of information and entertainment which has been produced on YouTube is significant, so its pop culture connection should come as no surprise.  While I may roll my eyes when I see my students crowded around another makeup video or yelling around a clip of someone playing a video game, I do enjoy the odd YouTube clip myself.  A funny clip or a sports recap doesn't go astray, and although I don't feel like I'm personally influenced in my cultural pursuits by my viewing, I did see an ad about the rugby world cup that definitely caught my eye, and perhaps led me to follow through on a few old highlights reels.  

The participatory nature of the YouTube platform gives today's youth a voice and a feeling of value.  Young people watch, comment and connect in a way that changes the way they view the world and themselves within it.  From learning new skills to making new friends, and all of the creative sharing, this popular culture is a culture rich in individuality and a celebration of youth.


References: 

BBC: (2017). Zoella, Alfie Deys and KSI to headline HelloWorld live event in Birmingham. Retrieved from http://www.bbc.co.uk/newsbeat/article/40401976/zoella-alfie-deyes-and-ksi-to-headline-helloworld-live-event-in-birmingham

Berryman, R., & Kavka, M. (2017). 'I guess a lot of people see me as a big sister or a friend': The role of intimacy in the celebration of beauty vloggers. Journal of Gender Studies, 26(3), 307-320.

Pew Research Center. (2018). Teens, social media & technology 2018. Retrieved from https://www.pewinternet.org/2018/05/31/teens-social-media-technology-2018/

Robinson, L., Cotten, S.R., & Sultz, J. (2015). Communication and information techni anual: Politics, participation, and production. Bingley, UK: Emerald Group Publishing Limited.

Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting your YouTube influencer marketing credibility: A heuristic-systematic model. Journal of Media Business Studies, 15(3), 188-213.

YouTube. (2019). Lachlan. Retrieved from https://www.youtube.com/channel/UCh7EqOZt7EvO2osuKbIlpGg