To stand out on the internet in βa time after everyone joined social media, but before monoculture was pronounced dead βone had to be loud. The PG content and attendant aesthetic became a fast track to success on the platformβso much so that influencers who were years outside of the school-age demographic began making those videos, too.
There was also a monetary benefit to acting younger: YouTube was becoming a viable career for some, supported by advertising that prioritized kid-friendly content and brand sponsors who wanted their ambassadors to behave in a certain way. Travel YouTuber Damon Dominique, who features more mature content in his videos, has encountered such pressures.
If they choose not to answer a question, they take a shot. In the series, she invites her YouTube contemporariesβwomen who also gained a following making youthful videosβto join her in spilling secrets over shots of tequila. Amanda Gordon, a video essayist who analyzes internet and social media trends, explains that the new content feels more authentic, which is what viewers now crave.
Influencers built their brands on relatability and parasocial relationships with their audiences. If an average American millennial feels the pressure to have a glass of wine on a date, then it follows that a YouTuber would probably feel more comfortable spilling secrets while drunk. Volume Created with Sketch. Get our freshest features and recipes weekly. Related Articles. Tagged: culture.
