Exploring YouTuber considerations on public relations-sponsored content on their channels

Abstract

With the increasing popularity of the online video-sharing platform YouTube, some of its most-followed users have attained vast amounts of subscribers to their channels, enabling them to reach and influence large online audiences. This development has transformed YouTubers into non-traditional social media gatekeepers making them relevant figures to consider for the practice of media relations in public relations. This study investigates YouTubers’ motivations for creating content on YouTube, their considerations regarding PRsponsored content on their channels, and what influences them in building relationships with PR practitioners. For this purpose, a qualitative research design comprised of semi-structured interviews with 5 YouTubers from different content backgrounds was conducted. The findings of this study provide interesting insights into YouTubers’ perceptions of sponsored content on their channels, and help to understand what contributes to positive relationships between YouTubers and PR practitioners.