YouTube, originally created in 2005, has lived many lives in its almost two decades of existence. Short form media used to call YouTube its home but has been taken over by TikTok and various social media platforms.
YouTubers, the original “influencers,” are an endangered species as TikTokers’ empire grows everyday.
YouTubers Are Neglecting YouTube
Content creators that originally rose to fame on YouTube are becoming more and more absent from the platform.
In 2021, YouTube superstar Emma Chamberlain went on a six month hiatus from the platform. Viewers eagerly awaited her return to the app as she ventured on other avenues such as her coffee company Chamberlain Coffee, and conducted interviews at the Met Gala.
Alisha Marie, an original YouTuber, who rose to fame from her DIY and back-to-school content, has posted more and more infrequently. Marie has endeavors outside of YouTube now such as her podcast with co-host, Remi Cruz, “Pretty Basic.”
It appears that YouTube has become a stepping stone for content creators to build up their businesses or other social media followings. Being a YouTuber used to mean posting a video every week like clockwork, but now it means “Sometimes I’ll post, but you should follow me on my other platforms.”
YouTube Playing Catch Up
In March 2021, YouTube released YouTube shorts to the United States users, in an attempt to mimic platforms like TikTok, which was gaining in popularity.
Creators have utilized this tool in addition to their long form videos, but TikTok’s appeal to a young audience cannot be denied.
Since 2019, TikTok’s average daily screen time spent on the app has almost doubled. TikTok’s engagement rate of 18% is higher than YouTube’s standing at 1.63%.
TikTok also hasn’t made it any easier for YouTube to compete by adding longer videos to their catalog of content options. In 2022, TikTok allowed users to upload videos up to 10 minutes long, previously only allowing about 15 seconds to three minutes of content.
This added feature has given TikTok a leg up on YouTube, now allowing all lengths of videos, but still maintaining its addicting algorithm that has its audience hooked.
TikTok’s explore page allows users to have a curated feed that keeps viewers coming back. The algorithm analyzes almost every move the user makes, and uses that data to simulate a more engaging feed. A combination of likes, follows, comments and duration of time spent on a video are considered for this algorithm, and is what makes TikTok so engaging for its audience.
It’s not that people don’t want to use YouTube anymore, it’s that when a user wants to watch a 15-second clip and doom scroll for hours, YouTube is not the first choice.
Does This Mean YouTube Is Dead?
YouTube has solidified its place in the media realm for video sharing, but its brand is changing. The platform is useful for background noise and a quick video on “how to fix this thing on my car,” but it’s lost its appeal to an audience with a shortened attention span.
h.edmonds@dailyutahchronicle.com
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