Description

Two billion people now watch YouTube, yet its stars are a mystery to the general public and media. What is the secret of their appeal? How do they cope with being in front of the lens? And who is behind their success?

More than 100 insiders laid bare the reality of their lives for this, the first in-depth independent book on YouTube. It charts the platform's rise from single home video to global boom – while getting the facts on brand deals, burnout and authenticity.

This is an ideal guide for anyone in universities, media or marketing who needs to understand YouTube professionally, and of course those who want to make it as a YouTuber.

Table of Contents

PART I

POWER AND BEGINNINGS

1. Uploading: Casey Neistat and the power of YouTube

2. Jake Paul: cars, money, and a burning swimming pool

3. Me At the Zoo: Jawed Karim and the worst video of all time

4. Viral comedy: YouTube laughs all the way to the bank

5. Grace Helbig and the first stars of vlogging

6. From Russia to Latin America: YouTube goes global

PART II

ENGINE ROOM: HOW YOUTUBE WORKS

7. The Algorithm: YouTube’s secret formula

8. Policing YouTube: extremism and the Adpocalypse

9. Sponsored content: the tale of Dodie Clark and Heinz beans

PART III

CHARTING THE STARS

10. Know your YouTube: elite, macro-influencer and micro-influencer

11. Elite influencers: fighting their way to the top

12. Child stars: meet MattyB, who gets two million views a day

13. Macro-influencers: beauty, crime and DIY

14. Micro-influencers: speaking to a devoted audience

PART IV

BEHIND THE SCENES: SNAPSHOTS

15. Summer in the City: a gathering of the influencers

16. Collaboration: Sapphire builds a career

17. Management: Sarah Weichel, star agent

18. Training camp: with the 11-year-old YouTubers

19. YouTube school: with the adult entrepreneurs

PART V

CAUGHT IN THE MACHINE

20. Pranks for views: why Monalisa Perez shot her boyfriend

21. Authenticity: the fourth wall for YouTubers

22. Burnout: slaves to the algorithm

23. Fanatical fans: obsessive relationships

PART VI

THE BATTLE FOR CONTROL

24. YouTubers found a union

25. Patreon: seeking independent support

26. Merchandise: from books to pop sockets

PART VII

THE FUTURE: YOUTUBE v TV

27. Invasion of the Hollywood stars

28. Is YouTube killing traditional TV?

29. Online video war: YouTube v Facebook

PART VIII

CONCLUSION

30. A flawed winner

Glossary

Acknowledgements

Notes

Index

EAN: 9781912454211

ISBN: 1912454211

Manufacturer: Canbury Press

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