You Tuber (2019-03)

EDITOR’S NOTES MARCH 2019

Volume 011

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THE COMMODITY OF

ATTENTION

As YouTubers, we’re not as much

in the video business as we’re in the

attention business. We use our video-

making skills to capture attention,

then we sell it to advertisers or trade

it with other YouTubers in collabora-

tions. Viewed this way, attention is a

kind of commodity.

However, unlike traditional com-

modities like gold or oil, attention

can be shared. If I have a gold bar,

and I sell it to you, you now have the

gold and I have the cash. But on You-

Tube, I can sell the attention I gather

while still also keeping it on myself.

Let’s say you want to pay me to

promote your lemonade stand on my

YouTube channel. Doing so directs

the attention on my channel to your

business. But it’s still my channel,

and it might even be my face and

voice, so the attention is still on me.

It doesn’t end there. YouTube also

shares that attention. Do they have

more of a claim over the attention

than I do? Who gets to decide what

to do with that attention? If it’s sold,

who gets to set the price?

Regardless of who owns the atten-

tion, YouTube’s terms of service give

creators a great deal of agency over

what they do with it. They want to

sell it, but you can sell it, too. Or you

can give it away. Or you can try to take

it away from YouTube entirely and

move it onto another platform.

On the Cover:

Devin Super Tramp

PRESENTED BY

Outside of monetization, it’s inter-

esting to think about other uses for

the attention your YouTube channel

acquires. You can direct the attention

to other platforms where it’s eventu-

ally monetizied, or to charity orga-

nizations or up-and-coming YouTu-

bers. Spreading awareness about an

important issue is another great use

of this attention, one that could have

lasting societal benefits.

Then there’s the fact that lots of

people just plain enjoy receiving

attention. As a YouTuber, there’s a

good chance you’re one of them.

Countless YouTubers publish content

for years without ever earning a

profit. Of course, many of them hope

to turn that around someday but

others just love having people watch

their content.

It’s important to occasionally take

a step back and think about how

the attention you generate can offer

value beyond selling it as a com-

modity. The next step isn’t always to

monetize. Instead, you can choose to

share the wealth.

Mike Wilhelm

Editor in Chief

STORIES • ADVICE • TRENDS

INTERVIEWS: Illymation 58

Natalie and Tara 65

How DEVIN SUPER TRAMP

makes world-class content

with brand partnerships

PAGE 11

MARCH 2019

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