The term “vlogger” refers to video bloggers who use their vlog or videoblog to spread video content from video platforms. Vlogger is an abbreviation of videoblogger, the activity is described as vlogging or video journalism. Blogging concerns text- and image-based communication, whereas, the essential format in vlogging is video, which is mostly self-produced and then uploaded on the vlogger’s own channel. Interested parties can subscribe to this channel and receive notifications about new videos. Starting with a certain size of fan base and a minimum number of video calls, vloggers can participate in partner programs and monetize their videos with ads. Due to the increasing popularity of YouTube and other video platforms, many vloggers have become influencers and brand ambassadors.

General information[edit]

After the first videos were put on the web in 2000, the phenomenon of vlogging really started up with the launch of YouTube in 2005.[1] Videoblogging groups and communities formed around specific topics, such as fashion, beauty, technology or travel vlogs. The access numbers for such videos increased rapidly and vloggers reached degrees of recognition that would be usually only be expected from celebrities and politicians. In the meantime, vlogging has developed its own sector. Vloggers have established companies and market their own products, agencies support YouTube vloggers and enter into businesses partnerships with vloggers to reach specific audiences. Trends such as beauty tips or unpacking videos from early adopters have spread virally and generate high sales for the creators of these videos through advertising.

How it works[edit]

Vlogging works very similar to how blogging works.[2] The difference is the type of content that is published. Videos are produced at regular intervals and published on a channel. Frequently, videos are uploaded every two to three days as viewers expect a certain frequency, otherwise they might lose interest.

  • The first step of a vlogger is the choice of a topic in which he or she is particularly well versed. The topic should not simply be a copy of existing vloggers, but should be distinguished by uniqueness and authenticity.
  • The second step is to open an account on a self-chosen platform like YouTube, Vimeo, Twitch or Hulu. The platforms differ in user groups. This is followed by the naming. The name of an account should be as short as possible and memorable, so that the potential viewers can easily remember the name. The name of a channel is also a unique feature.
  • The third step begins with the production of the first videos. The more interesting the content, the more viewers can be expected. For the start, some videos can be produced, which will be uploaded in the first weeks. Since the viewers want to consume this content on a regular basis, short intervals between episodes are ideal.
  • In order to reach as many viewers as possible, some videos can be placed on other very popular and topic-relevant channels as video responses. With this type of communication, potential viewers can be activated and the vlogger integrated into the discussion on the social web.
  • Video editing is recommended for professional presentations. Editing software is often delivered along with operating systems. Paid tools can be helpful in editing as well. Editing opens up many possibilities to convey attractive content and tell a story with a positive design. Video optimization is ideal.
  • If the video blog meets certain requirements, a partner program is recommendable.[3] Vloggers can integrate advertising into their format through video editing and thus earn revenues. It does not matter whether a video is viewed directly on the platform or whether it is integrated on third-party websites. YouTube also offers analysis software for the evaluation of the most important KPIs. Special multichannel networks can also increase your audience and offer services such as cross-promotion or partner management.

Practical relevance[edit]

The success of a Vlogger is dependent on various factors:

  • Communication: The handling of responses not only characterizes the vlogger, but also their channel. Viewers deserve a response when they ask a question or leave a critical comment. As with other media, the tonality is crucial for the branding of the video channel and its perception by users.
  • Audio & video: The sound of each video should be clear and understandable. The same applies to quality. The more ambitious the goals are, the more professional the video production should be. The equipment used determines the acceptance by viewers and the access numbers.
  • Light: Both in interior and exterior areas, light is a critical factor in the appearance of a video. The time of day and the lighting directly affects the appearance of the video. A vlogger can try different scenarios or sets.
  • Length: Successful vloggers come directly to the point and do not waste time with introductions. The shorter and tighter the videos are, the more viewers will view them. Video content can be snackable content.
  • Creativity: Creativity is necessary to achieve the highest level of engagement. The content to be conveyed can be characterized by uniqueness, authenticity or attractiveness. The Vlogger’s personality is also responsible for the success of a channel.[4]

Relevance to social media marketing[edit]

Vlogging has been considered to be part of a healthy marketing mix for several years. This is all the more true for young target groups, as they prefer social networks and video platforms. YouTube is the undisputed leader in digital marketing and is one of the top websites in the world.[5] In principle, everyone can participate because of its user-oriented approach. Only a computer, an Internet connection, as well as a camera and microphone are necessary. The access numbers of self-produced videos are much higher compared to blogs. It is therefore assumed that depending on the topic, a much larger target group can be reached.

However, developments in this sector have also led to criticism. Many vloggers can be sent products to advertise on their vlogs. Monetization through partnerships is often criticized. Especially since young people use video platforms, sponsorship and advertising are viewed critically if they are not transparent. Videos, which are very strongly aimed at these advertising effects are therefore also referred to as haul videos.


  1. Naked Lens: Video Blogging & Video Journaling to Reclaim the YOU in YouTube books.google.de. Accessed on 05/10/2016
  2. Blogging vs. Vlogging: How to Choose What's Right For You reelseo.com. Accessed on 05/10/2016
  3. YouTube Partner Program Overview support.google.com. Accessed on 05/10/2016
  4. 5 Elements of A Great Vlog thesitsgirls.com. Accessed on 05/10/2016
  5. The top 500 sites on the web alexa.com. Accessed on 05/10/2016

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