the-exercist: How YouTubers Capitalize On The Self-Care Movement “Many of these videos fol

the-exercist:

How YouTubers Capitalize On The Self-Care Movement

“Many of these videos follow a similar pattern: YouTuber reveals her hidden struggles with anxiety, or stress burnout, and suggests a routine to the viewer to combat this struggle in day-to-day life — with recommended products to purchase. Many gurus make their money off of YouTube through brand deals and collaborations, product placement, in-video advertisements, and affiliate links (e.g., YouTuber recommends a product, then places a link to the product in the video description box, and then makes money off of all the clicks).

It might be overly cynical to suggest that vloggers have simply found in the mental health advocacy phenomenon another avenue through which to peddle products. Perhaps young female media creators, formerly relegated to the domain of makeup and clothes, want to stretch the boundaries of what they can talk about online. And naturally they want to do this while still earning money and forming lucrative corporate partnerships. But regardless of intent, the lines have become blurred over what, exactly, the audience is to assume they are watching. Is this a commercial, a tutorial, an honest analysis of products, or simply a video diary of a girl talking to her fanbase?”

Read the article here.