Web video producer

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Since the mid-2000s, web video producer has been the name for a person who produces videos and makes them available to other users via video portals in the form of web videos .

Origin and meaning

With the creation of video platforms such as YouTube or MyVideo , a broad mass of people was able to make videos available to the general public. While videos with a simple content were published at the beginning, the production of increasingly complex videos up to films and series took place later. Last but not least, the possibility of individual platforms to earn money through advertising ( monetization through views ) led to an increasing professionalization of the content and some of the users. As a result, multi-channel networks emerged which give users the opportunity to exchange ideas, establish contacts and support production with financial means and other resources. The term web video producer is often coined in the media as a job title for self-employed people who earn their money exclusively through this activity, although according to the actual definition every user who independently produces and uploads videos should be called that. In addition to the advertising income from the platforms, many web video producers also earn money through merchandising , product placement , donations , affiliate marketing , funding programs (e.g. radio ) or other contract work, collaborations and activities.

YouTuber

On the largest video portal YouTube, the name YouTuber was coined for users with a high reach who act both as web video producers and as influencers . YouTube has a partner program for users with more than 1000 subscribers and more than 4000 hours of viewing time in the last 12 months, which enables the user to automatically place advertising in front of his videos and earn money with it. In the course of this program, the name YouTuber is often equated with membership in the YouTube partner program. YouTubers are sometimes also named in the media after their video topics, e.g. B. Let's Player for a Let's Play channel or Vlogger analogous to Blogger for a Vlog channel. Areas such as pre-production , filming , post-production , graphic and sound design , marketing , social media management and community and channel management can be distributed to individual people so that not only the person in front of the camera is involved in the videos or automatically the owner is. In some cases, small production studios and agencies with several employees are set up for an extensive YouTube channel.

Short video producers

In addition to the YouTube platform, mainly short video clips, which are usually only a few seconds long, are published in social networks and on sites such as TikTok (formerly Musical.ly ) and formerly Vine . On TikTok, lip-syncing to songs and audio clips from pop-cultural audiovisual media has established itself in particular . Short videos are particularly popular with young people and sometimes reach several million views. TikTok itself has been downloaded over 1.5 billion times.

Streamer

The term established itself in the mid-2010s for web video producers who publish live streams and is a special form. The advertised Livestreamer mode is also used in the media. The reason for this is that it is a real-time web video production. Some platforms such as Twitch allow the producer to then make these live streams available to users in the form of web videos. In addition, the name Twitch streamer for producers on this platform is established on the Twitch platform. A frequent source of income in addition to advertising income includes paid premium monthly subscriptions, affiliate marketing, sponsoring and donations via Patreon or the streaming platform itself.

Web video producers as influencers

Broad reach web video producers often have a huge impact, especially on younger audiences. That is why they are often seen in the public discussion as influencers . The discussion about web video producers and their influence was rekindled not least by the video " The Destruction of the CDU " by web video producer Rezo in 2019. The core content of this discussion is what influence web video producers have on the quality of political communication. The neutrality in the tension between commercial interests was also critically assessed. It is also seen as problematic that both the news selection and the corresponding commentary as well as the evaluation merely follow one's own personal ethical and journalistic principles and are not subject to any other control authority. The demand for product advertising by web video producers as part of a corporate marketing campaign ( influencer marketing ) has also increased in recent years.

criticism

Criticism of web video producers because of suspected surreptitious advertising is often loud in the media . It is stated that they would take advantage of their position as influencers and, above all, influence younger viewers with advertising that was not marked in the videos. The media authorities have already imposed fines on web video producers in the past, such as in 2017 against Flying Uwe for hidden advertising.

There is also frequent criticism of the unreflective statements made by some web video producers in their videos. The largest German streamer and web video producer MontanaBlack compared women with dogs in a stream. A study by the Otto Brenner Foundation in 2019 came to the result that the vast majority of YouTube channels operated by web video producers are characterized by undemanding, often even flat and highly emotional entertainment and that they are also interspersed with product advertising . On the other hand, criticism of the study came from web video producer Robin Blase , who describes the tone of the study as consistently condescending and the narrative can be seen as clear. Also Webvideoproduzenten is accused by clickbait to create, to feel embarrassed about as many views false expectations on the videos. There was also criticism of the exploitation of easily influenced young fans for expensive purchases and the failure to perceive the role model function of the web video producer for his target group.

Individual evidence

  1. ↑ Richard K. Remote Case: QuickTime for Filmmakers . 1st edition. Routledge, 2003, ISBN 978-0-240-80496-5 , pp. 22 .
  2. ↑ a b Formation of opinion through influencers - TH Köln. Retrieved April 15, 2020 .
  3. ↑ PRINT - func. Retrieved April 15, 2020 .
  4. ↑ What is YouTube? Retrieved April 15, 2020 .
  5. ↑ 6 Ways To Make Money From YouTube. Retrieved April 20, 2020 .
  6. ↑ YouTube Affiliate Program: Overview and Requirements - YouTube Help. Retrieved April 15, 2020 .
  7. ↑ Valentin Dornis: Business model of Youtubers. Retrieved April 15, 2020 .
  8. ↑ Let's Play. Retrieved April 20, 2020 (German).
  9. ↑ Quarto Generic, NICK WILLOUGHBY, Shane Birley: The Vlogger's Handbook . QEB Publishing Incorporated, 2019, ISBN 978-0-7112-4286-9 ( google.de [accessed April 20, 2020]).
  10. ↑ KiKA children's channel from ARD and ZDF: KiKA - What does a YouTube manager do? July 22, 2019, accessed April 20, 2020 .
  11. ↑ Eike Kühl: TikTok: "Nobody here is ashamed if it doesn't look perfect". In: The time . January 19, 2020, accessed April 20, 2020 .
  12. ↑ Tiktok reaches 1.5 billion downloads and relies on social commerce. Retrieved April 20, 2020 .
  13. ↑ Rewind Twitch: Here's how. March 2, 2019, accessed on April 17, 2020 (German).
  14. ↑ Twitch streamer "Ninja" confirms that he earns more than $ 500,000 a month - derStandard.de. Retrieved April 17, 2020 (Austrian German).
  15. ↑ How you can make money with Twitch | 5 ways - emport blog. Retrieved April 20, 2020 .
  16. ↑ Eva Eschenauer, Julian Junggeburth, Max Knospe: LeFloid - opinion leaders on the net? An investigation into the relationship between recipient and YouTube star . Ed .: HHU Düsseldorf. February 2016.
  17. ↑ Eva Eschenauer, Julian Junggeburth, Max Knospe: Abstract: LeFloid –Meinungsführer im Netz? An investigation into the relationship between recipient and YouTube star. In: phil-fak.uni-duesseldorf.de. HHU Düsseldorf, February 10, 2016, accessed on April 15, 2020 .
  18. ^ Nina Köberer: Advertising as a topic of (media) ethics and education. In: TU Dortmund. TU Dortmund University, 2019, accessed on April 15, 2020 .
  19. ↑ MediaPark: Friedrich-Ebert-Stiftung: Influencer, in the MediaPark www.mediapark.de. In: MediaPark Cologne. September 9, 2019, accessed April 15, 2020 (German).
  20. ↑ A YouTube video and its aftermath - Rezo revisited. A case study. Accessed April 15, 2020 (German).
  21. ^ Daniel Autenrieth: Opinion-forming processes under the influence of digital media and their potential dangers for democratic systems . Ed .: medienimpulse. No. 2 , 2016, p. 3 f .
  22. ↑ Annabell Domke: Product Placement on YouTube. Efficient influencer marketing or on the verge of surreptitious advertising? GRIN Verlag, 2018, ISBN 978-3-668-61067-5 ( google.de [accessed April 20, 2020]).
  23. ^ Jochen Siegle: fine for surreptitious advertising | NZZ . In: Neue Zürcher Zeitung . ( nzz.ch [accessed April 15, 2020]).
  24. ↑ German YouTuber MontanaBlack causes a scandal with degrading relationship tips. February 5, 2020, accessed April 15, 2020 .
  25. ↑ Lutz Frühbrodt, Annette Floren (co-author): Unboxing YouTube - In the network of professionals and profiteers . Ed .: Otto Brenner Foundation. April 2019.
  26. ↑ A Youtuber defends himself | meinungsbarometer.info - The specialist debate portal. Retrieved April 15, 2020 .
  27. ↑ Fortnite: How did YouTube clickbait escalate like this? May 7, 2018, accessed April 20, 2020 .
  28. ↑ Markus Böhm, DER SPIEGEL: YouTube: Legal advertising or surreptitious advertising? Guide for Youtubers - DER SPIEGEL - Netzwelt. Retrieved April 20, 2020 .