The Five Major Themes of YouTube Culture

Posted By: Marshall

Even if you’re new to social media, you should be at least familiar with YouTube, the world’s second largest search engine. Because of YouTube’s ubiquity, most businesses should at least have a presence there. But when I talk about YouTube, I sometimes feel like King Arthur in Monty Python’s Holy Grail talking about Camelot: “On second thought, let’s not go to Camelot. It is a silly place.”

I still insist, however, that YouTube is important and relevant. Television was equally silly until people like Edward R. Murrow started championing serious, newsworthy content. The same is true today. The purpose of this post is to help you get up to speed on what could be called YouTube culture. It will help you sound glib when discussing social media around the office, and it will help you as you start to upload your own high-quality content.

The following are five major principles of YouTube accompanied by representative videos. It’s not a complete list, but thanks to @lozzola, @alternativemom, @NakaimaOh, and @kayce_m, it’s a good start. (Warning: some of these videos might be disturbing and hard to watch, but this is YouTube, warts and all.)

1. Voyeurism

You can see people, but they can’t see you.

Star Wars Kid

This poor high school kid used a school camera to record himself doing his best Jedi moves. Apparently he forgot to remove the tape and other kids at school got a hold of it. And so it was that an Internet legend was born. He eventually had to switch schools and sue for harassment. http://en.wikipedia.org/wiki/Star_Wars_Kid

I’ve watched it several times, and I’m ashamed to say that I’ve laughed. The thing is, I would never make fun of this kid in real life, but with YouTube there is an aspect of voyeurism that makes it seem OK. You might think, 10 million people have already watched this video, so what difference does it make if I do, too? And he doesn’t know that in a different time zone, I’m anonymously watching him make a fool of himself. In other words, it feels like a victimless crime. Of course, it isn’t, but that’s the way it feels on YouTube.

Leave Brittney Alone!

Speaking of voyeurism, do you want to see a dude in make up completely lose it about people being mean to Britney Spears? In real life, this would be the most awkward and uncomfortable conversation I can imagine. But, it’s not real life, it’s YouTube, and it’s a total voyeuristic trip. Enjoy.

2. Super Powers

Stupid human tricks

The Evolution of Dance

I don’t know who this guy is, but he must have a patient roommate. When I think of the amount of practice and time that must have gone into this extensive historical review of dance crazes, it inspires me to do something equally worthless, like bake all night until I’ve recreated every stage in the evolution of the cup cake.

Many other videos that exhibit extraordinary human behavior can be found among the most popular on YouTube. Check out this guy playing Pachelbel’s Canon on a guitar.

3. Epic Fails

Schadenfreude: Just be happy this wasn’t you.

Miss South Carolina

In the history of beauty pageants I’m sure some awful answers have emerged in response to judges’ questions. Remember, Sarah Palin was once a beauty pageant contestant. But that was all before the advent of YouTube. Now gut-wrenchingly painful moments can be captured, shared and obsessed over like never before. The next time you’re nervous about public speaking just imagine that everyone in the audience is Miss Teen South Carolina. You’ll have total confidence knowing that there is no way you could ever fail as epically as she did.

One sub category of Epic Fails would be Ow, My Balls! This includes all the people being severely injured while everyone watches from the comfort of their homes. From a failed back flip to a firecracker in the crotch, this is one YouTube meme that will be around for a long time. Mike Judge, who brought us Office Space and King of the Hill, imagined a future of low I.Q.s where people sat around watching the hit TV show, “Ow, My Balls!.” We’re not too far off.

4. Sing-a-long

This ain’t no summer camp sing-a-long

Chocolate Rain

Tay Zonday, perhaps the king of YouTube, took the world by storm with his quirky antics and mesmerizing original song. He looks like he’s 10 years old, but he’s actually an adult. It’s a good thing too, because now he can cash in on his Chocolate Rain fame. Check out this shameless commercial from Dr. Pepper.

Numa Numa

This is a guy having fun while listening to some weird European dance music. This could also fall into the voyeuristic section. Some people are laughing at the guy, some are inspired by his lack of inhibitions, and some people are wondering if he knew his webcam was on.

OK Go

In this long list of YouTube videos, this is the only one that I consider as productive and worthwhile. I love them all, but this one is something special. I was a fan of OK Go from the beginning, but this launched them into the national spotlight. I could have also categorized this under Super Powers for the amazing choreography and innovative treadmill use.

5. Straight-up WTF

Somethings defy explanation

Charlie the Unicorn

In this cartoon, the protagonist, Charlie, is lured to the magical cave where his annoying female companions harvest his organs. Oh, yeah, I forgot, spoiler alert. The makers of this fine piece of original YouTube content followed it up with Charlie the Unicorn II and Charlie the Unicorn III. The sequels answer the questions left after the original episode, mainly, What The Freak did I just watch?

Fred Figglehorn

I’m not going to pretend to understand what this is about. When I watch these videos, I feel like an old man complaining about the kids and their loud music. I don’t get it, but Fred does. Thanks to sponsorships and ad revenue, Lucas Cruikshank, the creator of Fred, has reportedly earned more than $100,000. That is straight up WTF.

Conclusion

This was a brief survey of major YouTube themes. As you can see, in many respects it is a silly place. However, as more and more people are beginning to use YouTube and upload quality content, the landscape will soon change. As the second biggest search engine, YouTube will either be used for good or for evil or for something absolutely stupid. By participating in this new mass medium, you can help decide which way it goes.

Pork and Beans Bonus Round

In the meantime, enjoy this amazing Weezer video that incorporates nearly all the major YouTube videos. Leave a comment identifying as many YouTube videos as possible. Whoever has the most will win a year’s subscription to our new automated SEO subscription site, SEOgro.com (a $240 value). Happy hunting.

UPDATE:

Thanks to @metatxt, I realized that I should have also mentioned a sixth category: Cute. When I think of cute YouTube videos, and there are many, my mind always goes to Charlie Bit My Finger. Enjoy.

And here is perhaps the cutest video I’ve ever seen from @redwoodr. So cute, in fact, I can’t even describe it.