Foreign experts in their spare time translate or organize articles written in blogs, media and books. This post is one of them. There may be rough parts and mistranslation. If there is a part that is not translated properly, please check it and we will reflect it. This article is a translation of Isaiah McCall’s blog post on Medium.
I like youtube
As a platform, YouTube is the Library of Congress for video. As someone who loves watching and making movies, YouTube is an amazing tool for discovering, creating and connecting.
Having said that, I think it’s safe to say that YouTube is dead – creatively and artistically.
“YouTube is inevitably aiming to become more like television. But YouTube never told their creators this,” Jamie Cohen, professor of new media at Moloy College, told USA Today in 2018.
Not only is YouTube full of low quality content, clickbaits and ads. Nor has the once innovative platform become a Huxleyan dystopia of algorithmically driven content recommended by multinational corporations.
This means that the golden age of YouTube is clearly over.
Independent creators are no longer discovered and nurtured by YouTube. The days of gumshoe writers making cool, quirky, great videos in bathrooms and attics and uploading them to YouTube are gone forever.
Now something new is coming – something that will take the best of YouTube and even make it better.
YouTube is the next myspace.
Remember MySpace? MySpace was a popular social media platform before it was wiped out by Facebook.
No one thought that MySpace was going to die. It was definitely like YouTube today.
However, MySpace died for the same two reasons that it appeared on YouTube.
But MySpace died for the same two reasons that plague YouTube:
Hollywood is like heroin. Very surprising but it will kill you.
The film business is a ruthless cannibalistic beast that has no problem devouring its own children.
Ask any former child star. But celebrities are the best for the YouTube algorithm. Safe, harmless and just a click away.
So YouTube started pushing celebrities in 2017 after the first environmental disaster. The disaster was the massive democratization of small channels that did not produce ad-friendly content.
YouTube executives like Robert Kyncl didn’t even try to hide their Hollywood bias. At the presentation in New York City in 2018, independent YouTubers were nowhere to be found. Instead, YouTube wanted advertisers to watch the Tonight Show on Vevo featuring Ariana Grande, Kevin Hart and Demi Lovato, and Jimmy Fallon.
Lifestyle vloggers like Carrie Christa, who had 40,000 subscribers in 2018 following the sudden switch to Hollywood, expressed how the community felt: completely forgotten. “YouTube seems to have forgotten who made the platform what it is today,” Christa told PRWeek.
“YouTube pushes content creators out of their way, instead of inviting them to social platforms that inspire creators to be creative in ways other platforms can’t.”
YouTube doesn’t sell its own downfall over and over again, but entropy takes a hit.
Everything that dies dies because it gets too big, unmanageable, and bureaucratic. And YouTube is no different.
YouTube, once a creative outlet, has been tamed and homogenized by commercial interests.
YouTube has been dying from this for years. The same goes for social media.
Basically 90% of the internet is lost.
I wouldn’t be surprised if real nerds left the internet and started roaming the streets.
If YouTube wants everyone to leave the platform, someone needs to come up with the next big thing. It won’t be easy. YouTube has 2 billion daily active users. But unless YouTube digs its own grave, it’s only a matter of time. Get the entropy right. The next big thing is that YouTube needs to do what it didn’t do years ago. It pays the creators fairly, doesn’t censor, and doesn’t arbitrarily adjust the algorithm.
Let creators do their thing and make money.
So what’s the next big thing?
I have two candidates.
The first is Rumble.
Rumble is a censorship-free video hosting platform. Users can upload their short films or videos on YouTube just like YouTube and create their own channels. Rumble has significantly increased the number of conservative content creators who have recently left Twitter and Facebook. And recently, Top G Andrew Tate.
Now, I don’t mind Rumble’s right-leaning user base.
Rumble lets anyone, Reagan or staunch Marxist, do it.
I’m more interested in Rumble’s business model. From day one, Rumble is paying the channels, including young ones.
You can think of Rumble and YouTube as skyscrapers. YouTube rises 20 stories high and celebrities use helicopters to fly to the top. On the other hand, you can’t even use the elevator. You must use the stairs. And then you might not be able to do it because you’re gaining weight and not healthy.
Rumble, on the other hand, is a 10 story building. And anyone can take the elevator to the top. You don’t have to be famous. You have to create good content.
Rumble does not delete or censor content. So you don’t have to worry about it.
2. Decentralized YouTube
Daily Motion, Vimeo, and Facebook Watch are all losers.
They do the same things YouTube does on a very small scale. They are also centralized. So they can and will audit you. The only other option is really a decentralized YouTube, which is built on blockchain technology.
listen to me
Devolution is indeed a fairy out of the bottle. Once the public gets wind of creating and curating their own content without the Big Browser watching in front of them, Big Tech is in a world of scars.
When I type these words at 3 in the morning and drink my sixth Red Bull – fail. to stop. wingo – I can safely say. Content creators are subject to algorithms as slaves to the owners of any platform.
If Medium decides to reveal more of its business and marketing focused writers tomorrow, then I’m damned well.
The same goes for YouTube. YouTube can remove you for any reason or no reason at all. It is not in our hands.
The only way to fix this is a decentralized platform that is not controlled by any one entity. It will not be easy to convince these 2 billion users to switch to something new because it is only blockchain technology. But once the ball gets rolling, it’s worth a try.
And with Joe Logan leaving the platform, Andrew Tate suspended, and celebrities infecting the platform like cancer, I’d say the ball is already in motion.
I understand. The Internet can be a soulless and cruel place.
The comment field is a cesspool of ignorance and hate.
You are creative. But you can’t get the views or subscribers you deserve.
You think about giving up.
I understand. I have been there
But don’t give up just yet.
I can’t tell you exactly what the next big thing is. But I can tell you that YouTube is not for the next frontier of content creators. YouTube is as entrepreneurial as it gets and its algorithms are arbitrary.
I know people hate this friend right now. But Andrew Tate said of his recent ban: “It’s not about the platform. It’s about the real fans who want to hear your voice and your opinion on events. Most people are afraid of losing the platform. They are because without it there is nothing.” “
This is the goal of content creation: to reach audiences with a voice.
YouTube, Rumble, Snapchat, or whatever the next big thing is, it doesn’t matter. Find your voice and tell the story. Don’t let platforms and algorithms interfere. After all, content is still king.
It goes without saying that Substack and Patreon are also doing great things to steal the YouTube audience. In this respect, they are relatively free from censorship.