Senior Content Manger
@tlcm_16One of the most insightful panels that I attended was the Opening Keynote for the Industry track of content. The Keynote featured talks from not only YouTube creators but also long time heavy weights in the world of online video itself.
First to speak was Hank Green, who we all know as one half of the vlogbrothers and creator/founder of VidCon. Hank spoke on the importance of creating content that people are passionate about, and that an audience can get behind. One of the biggest markets/audience segments on YouTube is the young adult and teen market because they are under-served on traditional media. If you look at it, there are only a few channels out there that tailors to this audience: the Disney Channel, the CW, and ABC Family. These channels are a very small sliver of the channel spectrum, but also cable channels that not everyone has access to. Therefore, teens have three options, watch shows/content that aren't actually meant for their age group, seek out content on other avenues (such as YouTube) that is for their age group, or create it themselves. That third option is what has led to the rise of such YouTube 'celebrities' as those who get invited to VidCon including the YouTube British Invasion we saw this year with Zoella, Louis, Louise, Marcus Butler, Jim Chapman, Alfie, O2L, and the South African, Casper Lee. If you were at VidCon this year, you might want to get your hearing checked. Hank also spoke to the freedoms that YouTube affords creators that we've been missing before. Unless it violates the YouTube Code of Conduct, it's really anything goes on the site; from prank videos, to the ever-popular 'Challenge' videos. Two of the biggest genres of videos, make-up and video games, are also two things that have been swirled in controversy in the past. For make-up, the stigma has always been that make-up, especially on the younger demographics is 'making children grow up too fast' and now the movement is to embrace natural beauty. But at the same time, we're all obsessed with the latest trends in make-up (females and some males included) and they're gracing the pages of every major magazine. YouTube allows us to follow our favourite beauty gurus, get their recommendations for new products, learn their tips and tricks, and do it all from our bedrooms where we are free to not be judged. For video games, the stigma revolves around violence in video games and the belief it fuels violence in real life as well as video games being the partial culprit behind rising rates in overweight and obese children around the world, there has even been those extreme cases where people are so obsessed with playing video games that they have forgotten to do anything else, even dying from sleep deprivation, hunger, etc. But still, video games can still pull in millions of dollars a year. On YouTube video game gurus treat their audiences to unboxings of hardware (including the new next-gen consoles) game reviews, trailer reviews, and play throughs of all our favourite games. I know I've personally gone to YouTube when I was stuck in certain levels of Thief and Assassin's Creed. Overall, YouTube is a haven for everyone looking for those with similar interests and passions as us. We are driven to create content to create that community we cannot necessarily find in our daily lives. Finally, Hank touched on the ease at which YouTube allows us to create content and share it very easily, it doesn't make us jump through millions of hoops to share what we love with people. Of course, Hank also touched on the fact that YouTube is the only form of social media that shares the money with the creators who help make it. Imagine if we made money off all the tweets we sent or Instagram pics of our outfits or meals we posted! Keep Up With PopWrapped On The Web!