The YouTube vlogger (video blogger) – unknown by anyone who doesn’t have an internet connection but worshipped by millions, is no longer just making videos to pay the bills. No, these internet stars are now writing books, presenting radio shows, going on tours, bringing out beauty lines, and producing merchandise to name but a few; they create something no less than an empire and brand, from what merely started as a YouTube channel.
Although there are undoubtedly millions of aspiring vloggers regularly uploading videos, there are certain examples that are always in the limelight – and who generate the most views and ‘thumbs up’ on their videos. Examples like Dan Howell and Phil Lester, known online as ‘Danisnotonfire’ and ‘AmazingPhil’, now enjoy a permanent slot on Radio 1 on Monday nights, which also allows them to go to award shows and festivals to interview celebrities for the station. Dan and Phil are very popular (Dan currently has over 4 million subscribers, while Phil has over 2 million) and they don’t receive much ridicule or ‘hate’ – no more than the occasional obligatory troll. Despite their job with Radio 1, they still maintain their channels (as well as a joint gaming channel) and seem to put a lot of effort into all the outlets of their brand, which has now expanded to merchandise and their very own mobile SIM.
Yet many YouTube stars are open to much more ridicule for the expansion of their brands. Beauty and fashion channels are a massive trend online, and although often centered around a basic format like fashion hauls or makeup tutorials, these videos can reach millions of views. Lately, there has been an expression of frustration on social media, as genuinely talented makeup artists that put hours of effort into their tutorial videos are being overlooked for more popular individuals who are simply more well-known.
This criticism often comes most passionately towards beauty and fashion vlogger Zoe Sugg, known as ‘Zoella’. Zoe has been making YouTube videos since 2009 on a channel which now has a mind-blowing 7 million subscribers, and also maintains a written blog of the same genre as her channel. From this, Zoe has achieved a lot of success and her YouTube beginning has become much more than just that. She now has a beauty range under her name, including perfume and bath products. The internet questioned whether this unqualified, inexperienced vlogger should be awarded such a break, especially when uploaders such as Tanya Burr – another online beauty guru – actually had a career as a makeup artist and on makeup counters. As Zoe is more of an enthusiast than an aficionado, many saw her as using her popularity on YouTube as a way of making money elsewhere. It’s a serious exploitation of Zoe’s viewers, as it is almost guaranteed that they will buy whatever she next releases.
And it doesn’t stop there. ‘Zoella’ has recently released a fictional novel called ‘Girl Online’, telling the story of an online blogger much like herself (although she insists it is not based on her life). The sheer fact that two things as different as making vlogs and writing a novel have somehow come together for Zoe is something many have questioned. She received yet more ‘hate’ off the back of this release, after it was revealed that ghost writers working for Penguin gave her a lot of help in the writing process. The book, amazingly, became the fastest selling debut book in the UK since Harry Potter and the Philosopher’s Stone. The commitment of Zoe’s fans often is more than for bands or TV stars, and was unheard of on the internet only a few years ago.
It’s certainly not all about Zoe, though. I subscribe to over 60 channels on YouTube – the majority of which are vloggers – a small number compared to many internet-savvy teens who spend much of their time watching ‘Youtubers’. Other YouTube giants such as Alfie Deyes (‘PointlessBlog’) with over 3 million subscribers, coincidently the boyfriend of ‘Zoella’, have massive variation in content, from challenge style videos, advice videos, and ‘tag’ videos. Alfie’s an admirable vlogger – he successfully maintains three channels; his main channel, a gaming channel in which he films and commentates on games, and his ‘daily vlog’ channel, filming every single day of his life. There is new content uploaded every day (!) for his most dedicated viewers. Alfie still very much represents the hard-working, dedicated side of YouTube. He has also seen success outside of the internet as he released his ‘PointlessBook’, a creative book much like the ‘Wreck This Journal’ by Keri Smith, in which each page contains a different activity or challenge. The opportunities for vloggers seems to be without limits.
Yet another famous YouTube face, Marcus Butler, sitting on a healthy 3 million subscribers, recently made a video explaining that he was not happy with the content he had been uploading, that he was stuck for ideas and that people in the comment sections had been criticising him for making uninventive videos. Although having a large number of subscribers and followers online undoubtedly opens doors for further opportunities (Marcus himself has his own merchandise range, an app, and even a song available to buy on iTunes), it also comes with a lot of pressure. It is no secret that people can, and often are, incredibly cruel when behind a screen, and the more subscribers a channel has, the more people tend to expect and demand from it. This however, cannot take away the fact that vlogging is a horrendously easy job compared to many others, and they certainly have a lot more to be thankful for than to criticise.
Whatever people’s stance is on this issue, it cannot be argued that there are literally millions of young people lapping up every new project vloggers come out with, and no matter how much negativity they receive, the blatant positive feedback from their trusty subscribers could potentially be weaponised.If you have no idea who any of the people I have mentioned are, I wholeheartedly believe that it won’t be long before you do. The YouTube empire is expanding out of our screens into everyday life, and all we can do is prepare for world domination.
Words by Hannah Campbell