Following the wide discussion that sparked from his “Ramble About YouTube” last week (which we weighed in on in depth), Jack Howard has posted another vlog to his channel to continue sharing his thoughts on the state of creativity on YouTube: and it nails one of our weirdest discomforts with more popular content.
Highlighting some of the points that others had made – including comparing YouTube videos to either soap opera Hollyoaks or fantasy drama Game Of Thrones – Jack pointed out a glaring difference in the amount of people it takes to create these series, versus most of the most popular YouTube content.
“It’s still made by a team of people who are aiming to make something for an audience. The difference is… YouTubers are one person”.
Jack also raises a very valid point not previously covered, about the culture of vlogging versus content with a higher production value or level of effort – and that is the idea of YouTubers as a brand.
“The intent is wrong: there’s no intent to create something, there is an intent to sell something,” explains Jack. “The selling of themselves”.
“We have YouTubers in their mid-to-late twenties talking about “The Worst Things In School!” Do you really care about that? Is that something you really feel passionately about?”
YouTubers’ ages versus the content they’re making is often a very taboo subject; considering most successful creators are long out of their teens, while still trying to speak that language to pander to their influential young audience, age is not something most like to point out.
This is just one of a few cans of worms that Jack has opened up with this discussion, and has sparked plenty of responses from other creators:
Rosianna Halse Rojas opens up about the “creative drain” and not using YouTube as a source of inspiration:
Jazza John takes off the nostalgia goggles and discusses who you should be making videos for:
And smaller YouTuber Fran Georgiou weighed in with a playlist of lesser-known content that highlights just how creative YouTube can still be:
There’s a lot to be said about the evolution of YouTube, and as expected, it’s a space for many voices. And as this conversation develops over time, we’ll be watching to find out if there will ever be a true solution to yet another observed Creative Recession on the site.