Digital Media Executive | Business Development | Corporate Development | ex-Meta | Co-Host Creator Upload Podcast | Creator Economy Pioneer
The fatigue of the Beastification of YouTube. It's here. We all knew it was coming. We've all been thinking if and many of you were talking about it at VidCon this year. (I know, can you believe I'm brave enough to say it? I don't think hero is the WRONG word to describe me here.) It's one of my main Vidcon takeaways. And to be clear, this isn't about wishing him to not be the number one, it's more about how does YouTube avoid becoming just the Beast Platform? Or is that ok? Is this just another trend that we've seen before and will come and go as they do? Phil Ranta who subs in for Joshua Cohen and I discuss this and more Vidcon takeaways on this week's Creator Upload Podcast. Also, thank you to many of you for all of YOUR recaps specifically Kim Larson, Shira Lazar, Lee Simpson, Steve Crombie. Listen to this week's ep for more. Link in the comments. Also quick question, who is more scary the Swifties or the Beasties, asking for a friend...
I absolutely love the musical background choice here - whether that was your editor or an AI or whoever, it's SUCH a good vibe for this clip
But isn't the whole point of an algorithmic feed that the platform responds to what works? Creators/product builders generally emulate the most successful format, right? That's why the soft drinks aisle looks how it does and somehow people have not tired of flavored fizzy sugar water. Whoever is fatigued is perhaps not making good enough content that enough people want to see and/or are trying to create their own trends but failing. And perhaps too many creator economy folks have feeds that are dictated by their own FOMO viewing patterns. I don't know but I saw the same complaints in the car industry with copycat products and style/format convergence. My personal YT feed has practically zero Beast/lookalike - whereas my business feed is full of creators looking for max virality and selling AI gamechangers. Whichever YouTube employees want to see Beast depart YouTube probably have an ax to grind. I don't think Neal Mohan is of that mindset. I don't think helping 1,000 people to see for the first time is something we'd want to remove from YouTube (your father might agree right?) I might pass through the soft drinks aisle but I don't add to cart unless it's 0 sugar 0 sweeteners. https://youtu.be/TJ2ifmkGGus?si=L9ayWZzmmtR8Uif8
John Carle
1w
Fully agreed on this. Part of what made many of us fall in love with the platform was the diversity of content. Red vs. Blue, Good Mythical Morning and Michelle Phan all hit completely different audiences and brough us to one spot. If everyone is just copycatting one top person, it'll become a race to the bottom.
Love it. I think the fact it’s exhausting to see extremely similar content out there now. Mr beast is a phenomenon and what he has achieved is incredible, but now his content has become “the playbook”. India itself has a crazy number of creators creating very mr beast like content and it’s not fun to watch - coz you know it’s just copycat. This is exactly what happened when pewdiepie was the number 1 creator and all countries had multiple creators doing the same. So I hope the YouTube=Mr Beast narrative needs to stop!
That was a good episode 👊🏾
Thank you-I'm going to watch this later. Couldn't go to vidcom and appreciate this recap!
Just so you know, Lauren Schnipper, I didn't listen to yours and Phil Ranta's podcast in Fast FWD just so I could hear where you mentioned my LinkedIn post. It was a great podcast, by the way. I'm looking forward to next year!
Monjur Alam
2w
I'll keep this in mind
Very cool, Lauren! You rock.
Digital Media Executive | Business Development | Corporate Development | ex-Meta | Co-Host Creator Upload Podcast | Creator Economy Pioneer
2wLink to episode here https://podcasts.apple.com/us/podcast/creator-upload/id1498218033?i=1000661226076