From Viral Videos to YouTubers
DOI link for From Viral Videos to YouTubers
From Viral Videos to YouTubers book
Over the last decade and a half, YouTube has shifted from a video repository to a full-fledged vertical media industry, from contract talent to studios (known as YouTube Spaces) around the world. Chapter 5 focuses on YouTube’s biggest business model: the mode of presenting versions of authenticity and influencer marketing. Vloggers, known as YouTubers, have invented new media genres that exist solely on YouTube. The YouTubers have developed a model of native advertising and sponsored content that is delivered seamlessly within their content. A YouTuber’s income is provided by YouTube itself, though monetization rules have changed, and through sponsorships. This chapter will focus on deconstructing the tools of YouTuber success and how the reader can jump into the new industry. This chapter also contains case studies of YouTubers who have used these tools to push dangerous agendas and conspiracy theories. Lastly, Chapter 5 will cover how new influencers are entering the field and what is necessary to maintain and operate a successful channel.