What Writers Can Learn From Successful Vloggers
Connection is key
I used to be a TV junkie. Five years ago, I would be shocked to know that nowadays, I’d rather watch someone clean their house and unbox their latest Zara haul than watch a scripted show.
Every day, millions tune in to their favorite vlog channels to watch people share the mundane details of their lives. I’ve long wondered what makes so many of us want to consume content that mirrors everyday living when the aim of entertainment is often to escape it.
What makes vlogging so appealing?
The obsession might start with a random search for a recipe or a makeup tutorial but when the nice lady speaking to you through the screen opens up about how stressful it’s been to move with her big family and her pet pigs, you’re hooked. Why is that?
Human nosiness might be one reason viewers can’t get enough of vlogs. We’re curious about other people’s lives, finding intrigue where they differ from our own and finding soothing familiarity where they match our experiences.
We step into another person’s world for minutes at a time until we find ourselves crying with them through their losses and celebrating their wins. The power of this content lies in the bond shared by creators and their followers.
Unfortunately, to the detriment of my audience building ability, I didn’t always appreciate the art of vlogging. Judging by less than extraordinary titles like ‘deep cleaning my house’ or ‘my work from home morning routine’, the content seemed dull and not worth my time.
As a writer, I wondered how such unamusing content boasted such a large viewership while topics I thought were exciting and important went ignored for the most part. As vlogging became more popular, and some of my favorite YouTubers began experimenting with the medium, I started to understand the appeal.
I used to hide behind my writing with the hope that an interesting topic and good research will speak for itself. However, since I've adopted a mindset that imitates that of my favorite vloggers, I've managed to meet my writing goals faster than ever before. I’ve also enjoyed an invaluable sense of closeness with my small but deeply appreciated group of readers.
Embrace the ordinary and master ‘presence’.
It’s easy to assume that in order to successfully write about yourself, your life needs to be exciting and glamorous. Watching vlogs religiously has taught me that normal doesn’t have to mean boring.
Successful vloggers understand the value of authenticity in a world of highly artificial content which is why they don’t shy away from material that may seem too hum-drum to share. It seems really easy to create the vlogger’s relatable brand of appeal and garner a loyal following since the subject matter of their content seems unremarkable but there’s a specific method that lots of creators have trouble getting right.
Embracing the ordinary doesn’t mean half-assed work but rather carefully considering the experience we’re creating for our audience in terms of the emotions we evoke for them. The familiarity of content that we can relate to may not be mind-blowing but it creates a sense of community that feels good. How can writers accomplish this effect?
This interesting case study that explores the illustrious career of beauty vlogger Zoe Sugg (Zoella) explains the element of presence and its role in successfully capturing an audience. In this context, presence is defined as “the illusory sense of being in mediated environments”. In other words, making the viewer feel like they’re sharing a space with whomever they’re watching.
I find myself watching food vlogs while I make dinner or throw on ‘work from home with me’ videos while I’m typing on my laptop. Watching these videos gives me the feeling of cooking or working alongside a friend. As a generally antisocial person, especially in the world’s current climate, this dynamic has added value to my life and that’s what keeps me watching, liking, and subscribing.
Observing the progression of Zoe’s work in the case study mentioned above reveals some improvements she made to her usage of sensory features like image quality, audio quality, camera angle, color, and depth of field. She also improved her eye-contact and facial expressions as she became more comfortable with being on camera.
These changes resulted in a major surge in October 2012 when her videos began attracting over a million views per upload. Zoe’s videos are exciting because of her vibrant personality but her topics are nothing out of the ordinary. This indicates how much more important it is to master ‘presence’ than to fret about impressing people with extremes.
I see a great opportunity for writers to improve certain sensory and social elements of their work, growing and fortifying readership but our toolbox looks a bit different from that of a vlogger. Instead of the visual components (however effective they may be in attracting readers) that Zoe Sugg utilized in the transformation of her channel, writers can improve their relationships with readers through voice.
“Your writing voice is the deepest possible reflection of who you are. The job of your voice is not to seduce or flatter or make well-shaped sentences. In your voice, your readers should be able to hear the contents of your mind, your heart, your soul.” — Meg Rosoff
Voice is a unique representation of you and it should shine through in everything you produce. Just like video creators, writers get hung up on topics and niches. Though it’s essential to explore interesting topics and choose the right niche for our style and expertise, if the voice is weak, there’s no chance of building a relationship with readers because the audience doesn’t feel like they know the person communicating with them.
A vlogger’s loyalty to who they are, from the way they relate on camera to the brands they choose to work with, will ensure my unwavering support. Likewise, when a writer’s voice is strong and their work gives me a glimpse into their world, I’m captivated and I’ll crave more writing from them, even checking for newly published pieces. This is true even when the topic is as banal as what the creator had for dinner last night. The fact that their words have the power to transport me is interesting enough.
How can writers master voice and finally attain that natural rapport that makes successful vlog content so compelling? The simplest advice I’ve read about expressing the authentic writer’s voice is to ‘write as you talk’. I will always advocate for free writing since it’s my way of getting the words to flow naturally. Just set a timer and keep writing the whole time. When you aren’t thinking about writing well, the most interesting ideas surface and so does your natural voice.
When you read your work out loud, look for ways to improve your command of imagery, seeking to make your readers see, hear, smell, taste, and touch the setting of your piece. Playing with syntax or the arrangement of words, is another way to add interest. Remember that the writer’s greatest asset is reading. Studying work from strong literary voices allows us to learn new methods through osmosis.
Prioritize trust. Take responsibility.
Content creation is portrayed as this easy dream job that requires very little real responsibility with all the perks of being one’s own boss. The reality is that trust lies at the center of every successful content creator’s career and those who manage to maintain it take the power of their influence seriously.
Vloggers have to be very careful to stay transparent in their dealings with viewers and the brands they represent. Being dishonest is an obvious no-no but there are so many other ways I’ve seen creators completely lose their credibility in one foul swoop.
Working with a brand that contradicts the message they portray in their content, inciting hatred, or failing to live up to promises can destroy a vlogger’s reputation for a long time. We writers can lose readers by making the same mistakes.
Honesty needs to be a priority in our work which means a commitment to providing only the most accurate information and staying true to our personal brand. Backing up my claims with peer-reviewed research helps me feel certain that I’m not just making things up and that my work is actually helpful.
When my goal is to gain readers’ trust by always doing my utmost to respect their time instead of simply focussing on views (being click-baity), I notice significantly better results.
Don’t hide the ugly.
“Staying vulnerable is a risk we have to take if we want to experience connection” — Brené Brown
Building a strong relationship with our readers requires vulnerability. That involves letting go of the need to seem strong and in control all the time. When you watch a creator on YouTube who is evidently trying to portray themselves as a flawless superhuman in order to be as brand-friendly as possible, you probably pick up on their disingenuous mask right away because you know that no one’s life is that perfect.
On the other hand, viewers appreciate someone who makes the effort to share themselves openly, not failing to reveal truths that may unveil their imperfections or life challenges. They are real people. Likewise, your vulnerability will stand out to readers. As Brene Brown says, vulnerability is risky. You may face judgment or even cruelty but by enduring these scary realities and continuing to be true to yourself, you are sowing seeds of the profound connections that create lasting creative success.
As writers, we do well to draw inspiration from everywhere we possibly can. Video, being the most popular type of content on the internet, can teach all of us a thing or two about catching and maintaining the attention of our audiences.
I’ve learned from my personal love of vlogs and the example of Zoella’s career that a profound relationship with viewers is the key to a creator's success. Creating these relationships involves the element of presence in videos which can be replicated in writing through a strong, unique, and authentic voice.
Transport your readers to your world whether that means adventure or mundanity, remember the responsibility that comes with being a content creator, and don’t forget to open up and stay true to who you are.