The world we live in today, more than ever before, is heavily relient on the online platforms of social media. In just a decade, the average teenager has spent more time online, being exposed to well-constructed advertising techniques. In the past 5 years, average teenagers have found a way to become millionaires by producing simple videos of them doing things. Welcome to the "Youtube generation". Eversince the launch of Youtube in 2005, its record of users has skyrocketed. People are able to share videos to the world about things they are passionate about; whether it is a dancing choreography, a book review, or even a tutorial on how to paint. This social platform allows their users to get creative, and connect with people who share a common interest, even allowing people to 'like' these videos. People who would regularly update their videos about their interests, having many viewers who share a mutual interest has created so called "Youtube celebrities". A term for people getting noticed by others through their videos.
Not only do these new-made celebrities gain popularity amongst viewers, they also earn big amounts of money for promoting products. They do so by subltly, or not-so-subtly advertising particular products in their videos, making a connection between the viewers and the product which is used by the 'celebrity'. The advertisement industry is making big bussiness in using these Youtube stars to promote their products on all different platforms of social media, extending beyond just Youtube. Companies construct these marketing campaigns so that these Youtube stars also promote products on sites other than Youtube such as Instagram or even Snapchat.
The documentary "Generation Like" highlights how the Youtuber Tyler Oakley, a millionair of 'likes' is basically used as an advertisement campaign for brands. It is highlighted how he forms partnerships with brands, using these stars to convince their viewers to use and buy these products. The Youtuber Tyler Oakley even dedicated multiple videos on the tacos from the brand Taco Bell, which he predictably formed a partnership with. Therefore I can draw the conclusion that Youtube stars are being exploited rather than empowered as they are being used to showcase products by companies.
Despite the fact that these stars are showcased as being empowered as they share their interests with the world, they are eventually being exploited as advertisers and motivated by these companies instead of showcasing their interests. This is significant as other Youtubers such as Steven Fernandez are covered head-to-toe in their sponsers' products. In find that based on the examples of Fernandez and Oakley it is clear that the advertisment industry is heavily influencing these celebrities to be used as the marketing of their products. Concluding from this, I believe that 'Youtube stars' are being exploited rather than empowered.
