Youtube has become a colossal network of creativity, entertainment and cinnamon eating challenges. It is a platform, an outlet- but it has become so much more than that over the past few years. Now, it not only is an overflowing jar of, well, not greatness, silly videos, short films and challenge videos, it is a money making machine. PewDiePie, the Youtuber with the most subscribers on the website currently (30million, fyi) is rumoured to be making 4 million a year- from sponsored videos, to advertising, working with different companies, and of course, a paycheck from the Youtube HQ. Youtubers, however, are extremely transparent- and maybe that's a good thing- as it's really visible when videos are sponsored, as they usually include a 3 minute speech on how amazing a particular brand is. Advertising through Youtube videos may seem cheap and some may say Youtubers are in it for the money, however money is what makes the world go round, sad but admittedly true. The money Youtubers receive goes towards bigger and better projects- or into Prada handbags, some things we'll never know.
That is something that I think every fan and viewer finds disappointing in Youtube videos, even though it is the harsh and ugly truth- in order for Youtubers continue, they need money, and adverts are a way to make that money. I do realize this, and a little brand name- dropping really doesn't hurt- especially if their products genuinely do work- but mentioning a certain company/product on a regular basis is a little bit disheartening, annoying and shallow. Some Youtubers are awful for this- others don't do it at all.
Youtube conventions or gatherings are an another popular topic- especially the behaviour of fans. Youtube personalities often mention how uncomortable and unpleasant it is for them when their teenage viewers scream and loose their minds having seen them, but I can totally understand this. It may be a little overwhelming for Youtubers themselves, but realistically, you can't have an audience of 1million+ teenage girl viewers and complain when they get hysterical having seen you. When I met Leanne Woodful (Irish blogger) last summer, I was in the middle of Urban Outfitters, so I had to contain myself. I was however, dying inside of excitement and happyness, and I don't blame fans that loose their minds at conventions- seeing a few, let alone one, of your idols together, hanging out casually and just being human and being real, is a little maddening, scream-worthy and cry-worthy. If your viewers want to scream and shout having seen you in conventions, let them. That's what Youtube conventions are for- however if it begins happening in the street, then feel free to complain.
In my opinion, I don't think Youtubers can afford- or should- give out or complain to their fans/viewers at all. Think about it- every famous Youtuber once turned to Youtube as a hobby, or as something to do, and now they are getting paid- generously, in some cases- to film, edit and upload a video that is light hearted and entertaining. Admittedly, they probably won't be doing this for long, but it is all thanks to their fans and viewers that click on their videos, create a massive fanbase, and pump cold, hard cash into their bank accounts that allows Youtubers to have big houses, designer wardrobes and simply live off a website- their fanbase has given them all, so to give out or complain that their fans are doing something wrong, knowing that their fans will listen to them and probably take it to heart and maybe even feel bad after it, is simply wrong. Youtubers aren't saints themselves, however when we, the audience complain or give out, it will a lot of the time go unnoticed- or be labelled as 'hate'. If I lived off making videos about how great my life is (cough, vlogging, cough) or filming videos talking about eyeshadows, I wouldn't complain when my fanbase screamed if they saw me at a convention or in the street. Youtube may be a 'real' job, but it isn't the hardest job in the world and is very easily quittable (has anybody even seen Alex Day lately?).
One thing that I do think is necessary, almost essential, for a Youtuber to have as a quality is a controlled level of maturity and sensibility. Even though I think it's important to be real on camera, to an audience that is mostly teenage, it's more important to do what is right and be cool- reply to hate smartly (not like Nash Grier or Cameron Dallas, making videos mocking so called 'hate comments'), reply to your fans on social media with appreciative messeges and deal with your fans smartly- not coldly, or act like you're better than them- they have, once again, allowed you to live off a website, and the Youtuber should be equally as grateful to their fans as we are supportive of them. Tyler Oakley is a perfect example of this- 'his people' are as important to him as he is to us.
My next point is going to be very blunt, as this has sparked many, many a controversy- not all viners are good Youtubers. That is all.
This brings me on to my next point- haters, hate comments and internet trolls. Every person that has ever used a social networking site ever probably has experience with this, either through comments or messeges. In Youtube fandoms, everyone is prone to this- both the Youtuber, and the fans. We all know how aggressive One Direction and Bieber fandoms get, and Youtube fandoms are exactly the same- however, its only one big fandom, as nobody only sticks to one Youtuber, let's be real- Youtube is all interconnected. I however think that the people and the comments that are labelled as 'hate'- really aren't, they are just plain and simply a piece of constructive criticism. There is videos that are edited badly, things said that just shouldn't have been, and topics went about the wrong way- people pointing out flaws in videos isn't hate, its a very healthy form of constructive criticism.
Oh yes, shipping. Youtube realtionships, friendships, break ups and make ups, and 'Is Troyler real?' Shipping, for those of you not familiar with Tumblr, is a relationSHIP or friendSHIP between two (or more!) people. As a lot of the Youtube community are based on Tumblr, a lot of Youtubers are 'shipped' together, just for the fun of it. A lot of 'ships' end up sailing, eg Zalfie (Alfie Deyes and the gorge Zoella), as some remain a mystery forever (ahem, Troyler again). I think shipping is fun, and not something to be taken seriously- however some Youtubers seem to really mind their fans shipping them with their friends, almost too much. Youtubers do have a lot of younger fans, and if shipping is something they do for fun, I think it's okay.
Let's face it- even though Youtube is a very well-earning job, it is a little demoralizing at times. Think of it this way- you now eat cinnamon for a living, but your high school friends have office jobs. Granted, you may drive a Jaguar, but filming and editing silly little videos is your life now. Even though Youtube pays well and results in high success, it doesn't always leave a good taste in your mouth, and we all know that the Youtubers we love today, we will probably have forgotten in 5 years time (just look at Philip De Franco). Youtubers all like to think of Youtube as a transition period in their lives- from crappy things, to fame and success, and then finally, after Youtube- a very respected, good job. As Youtube has risen to very fast fame, companies are sponsoring and employing its content makers all over the shop- please tell me of one Youtuber that isn't sponsored by Audible.com or writing their own book. We have our little Troye Sivan with his new EP, Zoella with TV appearances, Dan and Phil with a BBC radio show and Joey Graceffa, Alfie Deyes and Hannah Hart among the many Youtubers that have suddenly turned into authors. To be honest, I don't blame them taking these opportunities- the target market is guaranteed, at least 10,000 of their 3 million subscribers will buy the book, album or whatever- and that already, is a small fortune. The target audience is definitely there, and no matter how awful the product is, it will be bought. I do think that as Youtubers move away from Youtube and pursue other, more promising careers, they will loose fans and maybe even result in not a lot of success. That, is of course, only a prediction.
That concludes my thoughts on Youtube culture- my goodness, I must have said the word 'Youtube' about 300 times in this post, haha :) Please keep in mind that these are only my thoughts and opinions, but I would love to hear yours:)
Thank you so much for reading this verrryy lengthy post!
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Gaby x
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