- YouTube’s 2019 “Rewind” video featured several different ranked lists, and Insider talked to Kevin Allocca, Head of Culture and Trends at YouTube, about how the platform divides its content into genres.
- Allocca pointed out that creators like James Charles, who makes beauty videos, are now also considered celebrities by the platform. When beauty community drama happens, the response videos, like Charles’ “No More Lies,” aren’t necessarily considered beauty content.
- That’s why “No More Lies” was ranked as the seventh most-liked creator video of the year, but didn’t appear under the most-liked beauty videos.
- On the flip side, Shane Dawson isn’t a beauty guru, but the first episode of his latest docuseries with Jeffree Star is considered a beauty video – which shows how genre-bending and mainstream YouTube’s biggest stars have become.
- Visit Insider’s homepage for more stories.
For some of its biggest stars and genres, YouTube has to find new ways to categorise their viral fame.
“Like MrBeast, what is that? What genre would MrBeast be? It’s hard to place but it’s obviously hugely successful, people love it,” Kevin Allocca, Head of Culture and Trends at YouTube, told Insider. “You’re also seeing a lot of creators who are crossing genres and categorization lines that are hard to actually fit into one box.”
The specifics of the new genres were on full display in 2019’s “Rewind” video, which is comprised of a series of ranked lists (much to viewers’ dismay) that include the most-liked creator videos and the most-liked beauty videos.
James Charles’ explosive response to 2019’s Dramageddon, “No More Lies,” was the seventh most-liked creator video of the year. But unlike Charles’ “Makeup Tutorial en Español” that topped the most-liked beauty videos list, “No More Lies” isn’t considered a beauty video by YouTube – it’s now categorised as celebrity drama.
“While James Charles does beauty videos, he is also a celebrity because of those videos,” Allocca said. “This video is not a beauty video based on our methodology.”
What counts as beauty videos includes beauty tutorials, beauty product reviews, and the creation of beauty product lines. That’s why Shane Dawson, who isn’t a beauty guru, placed right after Charles with “The Beautiful World of Jeffree Star,” which documents the beginning of his makeup collaboration with Jeffree Star.
Allocca says the genre-bending content and the categorization of YouTubers as celebrities responding to traditional celebrity gossip point to how much the platform has evolved since the “Rewind” tradition began in 2010.
“They are the people that people are discussing and talking about online, they are the people who draw huge audiences for the things they create,” he said. “Shane can put out just ten videos over the course of the year and have a massive audience for all of them. You would never really see that ten years ago or seven years ago.”
- Read more:
- The most-viewed creators on YouTube in 2019 include PewDiePie, David Dobrik, and some of your favourite gamers
- YouTube’s list of the 10 most-watched video games of 2019 proves that new games aren’t the most popular online
- Inside the life and career rise of YouTube star Shane Dawson’s video editor, Andrew Siwicki
- YouTube explains why they took 2019’s ‘Rewind’ in a controversial new direction that some are calling ‘lazy’ and ‘boring’
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