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Why YouTubers Are Feeling The Burn?

Why YouTubers Are Feeling The Burn

Youtubers feeling burn video stars crumbling under pressure of producing new content

 From fashionistas to popular scientists, YouTube’s top video stars are crumbling under the relentless pressure of producing new content for the site.


TheTechBlogWorld: When Lucy Moon sat down with her therapist to discuss why she was feeling so low, she was on top of the world. A burgeoning career as a YouTuber was in mid-bloom: her subscriber count – an important metric on the site, and a sign of a creator’s popularity – was booming, and offers of work and brand tie-ins were rolling in. But all was not well. She wasn’t happy. The workload was rising; the pressure to be perfect in front of the camera was crushing. And the therapist was shocked.
“She was like: ‘I cannot believe you think this is normal, to be running this kind of operation for the first time with no career support,’” says Moon, a 23-year-old beauty-and-lifestyle YouTuber with more than 319,000 subscribers. “I meet so many YouTubers who say that.”
Despite the protestations of obsessive fans and dismissive naysayers, for the site’s most successful content creators, simply switching on a camera and spouting whatever comes to mind is no longer the entire job description. A YouTuber is a small-screen entrepreneur who must oversee growth in a highly competitive and ever-expanding market, win merchandise deals, broker brand tie-ins and often manage support staff.
The pace of the site’s success has outstripped the behind-the-scenes support for creators, leaving them to perform a growing number of tasks with little help, all while success is fleeting and based on an ever-changing engine running the site: the algorithm. YouTube’s long-standing lack of transparency about how its algorithm works has caused YouTubers untold hours of stress over the years, as they try to second-guess the constantly changing mathematics that govern how their content is displayed.
“YouTube’s algorithms prefer channels that have regular uploads and a narrow focus in terms of content,” explains Zoe Glatt, a PhD researcher conducting a digital ethnography of YouTube creators at the London School of Economics. “Creators are encouraged to pursue a quantity-over-quality approach if they want to achieve success on YouTube. This, combined with a lack of clarity about what content exactly YouTube will promote and what might be demonetised, leads to an extremely precarious and stressful working life for creators.”
Why YouTubers Are Feeling The Burn


The algorithmic uncertainty can also cause creative minds to lean towards conservatism in an attempt to keep viewing numbers buoyant. “People are worried about taking risks, so a lot of the content feels quite similar,” says Charlie McDonnell, who has burned out on the site several times in his 11-year YouTube career.

As you’d expect for a cohort of creatives whose lives are spent in front of the camera, pouring out their hopes and fears to a capricious audience, YouTubers aren’t suffering in silence. McDonnell has opened up about his mental health issues to his fans, and explained why he has taken time off from the site. “Sometimes that can be a fulfilling thing to do, to share, but I do think you have to pace yourself,” he says.
Some are not heeding his call for caution. An increasing number of YouTubers are expressing concerns for their mental health in front of the camera. They are opening up about the behind-the-scenes stresses of a life lived in the online limelight.
In late July, Felix Kjellberg, better known as PewDiePie, the most successfulYouTuber on the planet, uploaded a video to his 64 million subscribers explaining his fear about taking a break from the punishing schedule of posting. “You realise you can’t take a break,” he said. “If you take a break, your numbers” – the number of viewers watching your video, helped by YouTube’s algorithm displaying videos to casual viewers – “will fall.”
Having “the burnout talk” with your viewers has become an odd badge of honour for YouTubers. The Try Guys, a collective of four former BuzzFeed staff members who gained success on the site for their quirky, laddish challenges, recently set out on their own – but quickly found the challenges of setting up a small business were greater than expected.
“It’s one of those triangles where you choose two,” Zach Kornfeld, one of the four Try Guys, told his audience in a video explaining why they struck out as an independent group. “You can make a lot of videos, good videos, or be a sane, normal person.” As he mentioned each of these options, a corresponding visual representation of them appeared on screen. “I guess,” he said, flicking away the one reading “maintain sanity”, “I’m choosing those two.”
That’s because as the pool of videos continues to grow, the chance of making a splash becomes more difficult. “It’s gotten harder simply because there are so many more people creating content,” says Matt Gielen of Little Monster Media Company, an agency that helps people build a YouTube audience. “The number of people distributing content on to YouTube has exploded in the last few years.”
Which means those who want to succeed have to do more, do it more often and do it better. “Creators are pushed to work ever harder and churn out more content of a higher quality than others in order to garner and maintain success,” says Glatt.
“It used to be you could build a decent-sized audience with one three-minute video per week,” says Gielen. His research shows that most creators now need to post at least three videos of between 10 and 12 minutes each week in order to be boosted by the algorithm.
That’s an enormous change since 27-year-old McDonnell, a British YouTuber now based in Canada who specialises in science videos, debuted on the site in 2007. “When I started, if you had a video longer than four minutes, you probably weren’t going to watch it,” he says. “Now it’s a norm to upload videos that are eight minutes, 10 minutes, 12 minutes long.”
The content has changed too as competition has increased. When 26-year-old Emma Blackery started uploading videos in 2012, she was unique. “There wasn’t really a female British comedian on YouTube. I was the only one doing it,” she says. “Now everyone’s a YouTuber, or if they’re not, they know a YouTuber. You have to stand out, which is why people do more extreme things and more daring videos.”
It’s a vicious cycle. We know about burnout among YouTube creators precisely because of the site’s raison d’être: it encourages an uncomfortable intimacy. Baring your soul to the camera is seen as normal – just part of the churn of content passing through the giant YouTube sausage machine. But the long-lasting effects of a life shared online – warts and all – have yet to be investigated. (YouTube declined both an interview request and request for comment for this story; it confirmed it was launching an educational course on creator wellbeing later this year.)
Meanwhile YouTubers continue to struggle and share, wondering whether it can all get better. “It can have a really negative impact on your life and the people who look up to you,” says Blackery. “I want to say I’m optimistic, but I don’t know.”
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Staff Writer    Updated On : Sunday, September 02, 2018
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