Class and Lecturer: Thursday 12p.m-3.p.m Fiona Andreallo
Student: Siqi(Estella) Li SID 430004935
The introduction of the Web 2.0 brought all the Internet users to a new generation. Instead of being a user who is browsing and reading on Internet most of the time, Web 2.0 allows the users to be the one who create the content on Internet. Web 2.0 transferred the user from an audience to a participant with the term of ‘Produser’. Internet has become a platform for the users to create the content with their personality, and shared the content (Hinton, & Hjorth, 2013) . The high participant degree of Web 2.0 encourages and inspired many ‘Produsers’ to creating and sharing their ideas and lives through Internet, and especially on social media. UCC provides a solid content base for the development of Web 2.0. The relationship of these two concepts is interdependent. With the development of Web 2.0, a new group of celebrities has rising as Internet celebrities.
Nowadays, social media has become an important part of people’s daily life. According to the Sensis, 57% of people accessing social media everyday, and they check social media more than five times a day (Sensis, 2016). There is no doubt that social media has knock down other traditional media and take the first place of information source for most the people. Behind the rapid development of social media, is the popularity of user generated content. Today, everyone owns a smart phone with a HD camera that they can take photos and video whenever and wherever. The rising of YouTube and Instagram provided a wide platform and stage for these ‘Produsers’ to show their incredible ideas, special talents, and even just their pretty appearance. Their unique UCC attracts millions of people to follow them on social media. Some of the famous YouTubers such as Casey Neistat has more than six million of subscribers with more than 1 billion views on his YouTube channel. These Internet celebrities might be known by one video and became famous gradually through the UCC they sharing on social media. Beiside YouTube, Internet celebrities are also rising on other social media platform. For instance, Lily Maymac is known as an Australia Internet Celebrity on Instagram who has over two millions follows on her social media accounts. Not like the traditional celebrities on TV, Internet Celebrities seems more down to earth when compare to the movie starts. The growth of Internet celebrities could be witness or even participant by simply click a button on your mobile phone. On SNS, these Internet celebrities could have interaction with their follows via tweeting post, posting selfies, and even live chatting.
(Figure 1: Sensis Media Report 2016)
(Figure 2: Screenshot of Lily Maymac’s Instagram Profile)
UCC and Beauty YouTuber
As one of the representative platform of Web 2.0, YouTube is a website with rice and various UCC made by the amateurs from a wide range of area. The website provide a place for amateurs to communicate and improve under their own area. Among these different community on YouTube, beauty YouTubers and their communities is one of the grown-up and saturated communities on the Internet society. Until today, there are many beauty Youtubers has become Internet celebrities with more than one million of subscribers. The growth of beauty community on YouTube started with makeup artist or amateurs upload and sharing makeup tutorial on YouTube such as Michelle Phan. Different from the traditional makeup tutorial on the magazine or on TV, the tutorial on YouTube is easier to understand by the viewers. These tutorials broke away from the traditional mode of makeup demonstration, the YouTubers often doing their tutorial through talk (Hayes, 2009). In this way, the audience could feel the connection with the YouTuber and get some useful tips from the videos. Michelle Phan’s success inspired many beauty amateurs to join to YouTube and sharing beauty content through this platform. These YouTubers creates variety of beauty related videos such as skincare routine, shopping haul, makeup collection, room tour and so on. To increase the connection with other YouTubers, they would film collaborated videos with other YouTubers and doing tag video to tagging other Youtubers to increase participating of the content (Jefferies, 2011). These Youtubers has turn to beauty guru on social media. While the audiences watch these videos, the relationship between the Youtubers and audience are more equal. Instead of hard sell advertisement, the recommendation of a product from a Youtubers sounds more true and convincing (Johnson, 2017). In addition, the big beauty community on YouTube gathers lots of beauty gurus from different countries with different skin types and skin colours. Whoever you are, you will able to find a Youtuber who has some similarity with you. The resonance between the Youtubers and subscribers will strength the connection of these two groups. UCC allows these Youtubers to express their true thoughts of products and makeup trends. Moreover, it also enriches the creation of content on this community.
(Figure 3: Screenshot of Tati’s Youtube video list)
UCC and The Issue of Collaborated Video
Many brands and companies have seen the strong marketing influence of these Internet celebrtities, the collaboration between brand and Youtubers are very common now (Crick, 2016). However, the frequent collaboration on YouTube is also considered as a problem on YouTube society today. When making a collaboration video, Youtubers usually would create a video with the content they normally create and featuring the product into their video. It could be makeup tutorials that using the product from the collaborated brand, or an evening pamper routine with using a particular shampoo. Although the Youtuber creates the content, the idea or the information that they want to share to the audience is not 100% true. According to some Youtubers, this type of collaborated video will get paid or free products. Thus, there are more and more negative comments on these videos when the audience starts doubting the authenticity of the content.
(Figure 4: Screenshot of AD video of FleurDe Force’s Youtube Channel)
UCC and Be The Filter Campaign
Be The Filter is a campaign that aim to generated people’s attention of fake news on social media. The campaign encourages people to sharing news from reliable source and recognizes fake news. While working on this campaign at this semester, SNS has become our first choice to start the campaign. As I mentioned above, the introduction of Web 2.0 and UCC provides a platform for people to sharing information. UCC bring the pen from the journalist to all of the Internet users. However, it could also bring fake or incorrect news on SNS. Based on our research, we targeted Facebook, Twitter, Blog and YouTube as the four main platforms to promoting the campaign. On these platforms, we provided UCC with different tones to reach a wider range of audience and invite them to be the filter of fake news.
Crick, M. (2016). Power, surveillance, and culture in YouTube’s digital sphere (1st ed.). Unite State of America: Information Science Reference.
Hayes, S. (2009). Michelle Phan, a YouTube sensation for her makeup tutorials, has transformed her life. Tampa Bay Times. Retrieved 23 April 2017, from http://www.tampabay.com/features/humaninterest/michelle-phan-a-youtube-sensation-for-her-makeup-tutorials-has-transformed/1029747
Hinton, S., & Hjorth, L. (2013). Understanding social media. Los Angeles, CA [etc.]: SAGE.
Jeffries, L. (2011). The revolution will be soooo cute: YouTube” hauls” and the voice of young female consumers. Studies in popular culture, 33(2), 59-75.
Johnson, Z. (2017). 5 Examples of Influencer Marketing on the Internet and Social Media Today. Zacjohnson.com. Retrieved 23 April 2017, from http://zacjohnson.com/5-examples-influencer-marketing-internet-social-media-today/
Sensis. (2016). Sensis Social Media Report. Sensis.