To begin my letter, I wanted to thank you for a lot of things: for always being there for me, for fueling my interest in politics and feminism… and for introducing me to Zoella, AKA my favourite YouTuber ever. I don’t think you meant to introduce me to her, in a formal sense. I just remember you texted me saying to check out one of her videos, so I did. And then I became obsessed with her channel.
As of this month, Zoella has over 9 million subscribers. She also has one book published, another set to come out next month, and a line of bath and beauty products; both of which debuted to record-breaking sales. Zoella’s success is a testament to her own talent and character; and it is also a testament to the platform that led to her success: YouTube.
The website has over 1 billion users, and 300 hours of video are uploaded every minute. According to an article on Variety.com, a survey found that “YouTube stars scored significantly higher than traditional celebrities across a range of characteristics considered to have the highest correlation to influencing purchasing among teens.”
Looking at survey comments and feedback, teens enjoy an intimate and authentic experience with YouTube celebrities, who aren’t subject to image strategies carefully orchestrated by PR pros. Teens also say they appreciate YouTube stars’ more candid sense of humor, lack of filter and risk-taking spirit, behaviors often curbed by Hollywood handlers.
I know that I find YouTube stars, like Zoella, more candid and genuine than celebrities. Many YouTubers post blogs – video blogs about their everyday lives – so viewers feel like they really get to know the stars. Variety’s survey findings are significant to me not because of purchasing influence, but because it demonstrates that young people can find good role models in YouTubers.
Many YouTube stars are open about their struggles; Zoella vlogs often about her anxiety, and fans flock to the comments to share their own stories of living with anxiety. YouTube stars are real people showing us their real lives and real struggles, and I think this is amazing.
Who are your favourite people to watch online? And what do you think about the influence YouTubers have on our generation?
In junior high, one of my friends at the time introduced me to a channel called ‘danisnotonfire’ run by a young British man by the name of Dan Howell. I was going through a tough time when his channel was shown to me, and his humorous videos provided a welcome reprieve. I began exploring other British youtubers like Louise Pentland, Marcus Butler,Tanya Burr and Zoe Sugg (zoella!) – to name a few.
When it comes to things like makeup tutorials, people are perhaps more inclined to listen to the advice of a person who they can see and interact with – someone who is just like you and me. This can be a more preferable way of consuming, say, information on the best foundation brands to use rather than a faceless article on a magazine website or blog.
As you mentioned, Youtubers have huge fan followings and widespread influence as a result of their online popularity. Companies have started to take notice; Tanya Burr has her own cosmetics range available online and Louise Pentland has just announced the release of her new plus-size clothing line for women. These are all remarkable feats considering the fact that few of these Youtubers started out intending to have books published and cosmetics and clothing lines released.
It’s so great to see that books like Zoe Sugg’s ‘Girl Online’ have surged in sales, encouraging young people to pick up a book and read! It should also be noted that the majority of Youtubers are relatively young, and have created lucrative online careers for themselves. In a day and age where young people are constantly told that they have no hope of ever getting a job unless they attend university, an ‘online career’ provides an interesting alternative to the message that we are constantly being fed.