Who are YouTube creators?
The power of YouTube creators comes from a diversity of voices and styles, and is amplified by deep connections with their loyal audiences.
Get to know YouTube creators
YouTube creators are individuals who produce video content for the YouTube platform: anyone who tells stories online that everyone can watch. In addition to being on-camera talent, creators frequently produce, edit and promote content across multiple social platforms. Creators often partner with other creators to expand their audiences, or with brands in exchange for compensation. Their audiences can number from hundreds to hundreds of millions of viewers.
Creators are essential to the YouTube ecosystem. Natural marketers, they build loyal audiences and communities by regularly engaging with viewers, and by regularly uploading videos.
There’s wide variety among creators: from casual smartphone vloggers to full production teams shooting TV-quality scripted content.
Creators are well-positioned to understand why people share content and how it is spread. Their unique perspectives and experiences resonate, strongly, with YouTube’s core audiences – and that’s not by accident.
Meet some creators
Meet grav3yardgirlOver 6.5 million subscribers are part of Bunny Meyer’s “Swamp Family” community, tuning into her channel for one-of-a-kind style advice and twisted product reviews.
Meet Marques BrownleeYouTube creator Marques Brownlee shares five facts about himself with fans. He touches on discoverability, becoming a full-time creator, and how much he appreciates his viewers.
Explore YouTube’s biggest creator trends of 2015YouTube’s annual Rewind videos highlight the year’s most impactful creators. 2015’s Rewind celebrates the videos, people, music and dance moves that made the year special.
What makes creators different
YouTube creators are approachable and a constant presence in their viewers' lives; they are passionate, socially wired and excel at building authentic person-to-person connections.
Creators have become icons of today’s pop culture, because barriers that exist between sports fans and athletes, music fans and musicians, and filmgoers and actors don’t apply on the platform.
Because of this access and openness, a 2015 Variety magazine survey found that American teenagers rank YouTube celebrities higher than mainstream celebrities by enormous margins: in US teenagers' twenty favourite media personalities, eight of the top ten were YouTube creators. Teenagers have stronger emotional attachment to YouTube stars than to traditional celebrities.
As in the 2014 survey, YouTube stars outshone mainstream celebrities on the metric of influence over purchase decisions. “YouTube has an inherent ability to create contagious content,” says celebrity brand strategist Jeetendr Sehdev: “The level of advocacy teens have about YouTube stars is out of control.”
The relationships that creators maintain with their fans are unique, with very little precedent in the history of celebrity culture. In part, that’s because accountability to their audience is as much a defining characteristic of YouTube creators as making videos.
These viewers aren't only seeking out entertainment; they want to engage with and feel connected to the content they consume.
See it in action
Inviting music fans closer helps musicians growFour musical artists discuss how YouTube has transformed their careers, boosted their confidence, impacted their relationships with fans, and made them more accessible to one another as peers.
Creators are relatable, authentic, inspiringDulce Candy Ruiz is an immigrant, Iraq War veteran, and mother. Her distinctive voice has drawn over 2 million subscribers to her channel – and inspired brands like Neutrogena, Crest, Olay and Macy's to team up with her.
The most important part of reinventing televisionYouTube’s CEO Susan Wojcicki welcomes more than 20,000 creators and their fans to VidCon 2015 in Anaheim, California. YouTube’s trends manager, Kevin Allocca, expounds on how one simple idea transformed communication into community in less than a decade.