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by JSavageOne
1911 days ago
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Is there evidence to show that it actually works? Me I instinctively want to close the window anytime a Youtuber asks me to "smash that like button and hit the notification bell" 5 seconds into the video. At a minimum I think less of the Youtuber and am less likely to recommend them to friends. Some of the fastest growing and most popular channels never beg their viewers for likes/subs. |
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While I haven't taken time to measure this out to academic standards, it's extremely obvious in niche interest channels - eg I'm into synthesizers, and there's a whole little subsystem of review videos, technique videos, not-talking demos, jam sessions etc. The more heavily branded/self-promoting presenters tend to get vastly more views. My favorite reviewer centers the equipment under review and makes occasional appearances talking to the camera, but his maximum views tends to be near the average minimum for reviewers who center themselves, eg always being on-screen in a box, mirror, or direct-to-camera shot and always showing their face and a relevant emotional reaction to the subject of the video in the poster frame. I'm sure the same patterns play out in many other specialist topics.
To some extent this may be a product of the Infamous Algorithm, but it might also reflect cognitive preferences of viewers in that many people prefer to have information mediated by a recognizable presenter whose reactions and emphases become more meaningful with repeated views, while others like me find an overly-expressive presenter distracts from the material under discussion and gravitate towards a more subdued/restrained communication style.
In Understanding Media, Marshall McLuhan distinguishes between 'hot' and 'cool' media which employ more or less intensity to solicit and maintain attention. 'Hot' styles with a charismatic and overtly solicitous presenter seem to be more popular in general, so even people who don't like that style may end up adopting it to gain viewership in a competitive market. There might be a market opportunity here for catering to different kinds of viewers, eg a 'CoolTube' for people who strongly prefer a more low-key presentation format.
Incidentally, I sometimes do prefer hot 'in-your-face' sort of media, especially on things like experimental music videos or the occasional guilty pleasure of a cheesy monster movie. It's just a hunch, but it seems to depend on things like a rapid tempo of editing and high levels of discontinuity/unpredictability rather than spatial maximalism.