Produção e consumo de vídeos on-line : análise de práticas e técnicas para o desenvolvimento de influenciadores digitais profissionais a partir do YouTube

Abstract

After the creation of YouTube, any person can publish videos on the Internet without the validation from a broadcast network and achieve the status of social media influencer. The objective of this study is to investigate professional youtubers in the current online video consuming context. After a historical rescue of the online entertainment platform, the behavior and the interest of the people who watch the videos, the study analyzed the motivation of the content creators on YouTube and the observations of hypermodernity and hyper-consumerism concepts from Lipovetsky. Through a multiple case study, four channels with more than a million subscribers were observed, defined by symbolic and consumerism markets in the contemporary society context and widely approached on YouTube: Me Poupe! (Nathalia Arcuri), personal finance; Boca Rosa (Bianca Andrade), makeup and beauty; Flavia Calina, childhood education and maternity; and Danielle Noce, gastronomy. The main conclusions drawn from the analyses reveal that the content creators observe style and grace in their regular and constant productions. Therefore, in the long run, they achieve public recognition, audience, subscribers, involvement, influence and, eventually, they become professionals in this platform.