“Do you have to be rich to be a YouTuber | The Wicked Merit Cult »And the Impossible to cancel: McFly and CarlitoAnd the « Inside the twisted world of family vlogging | Turn your family into a cash machine »And the “Why everyone hates beauty YouTubers”… Internet Product is a Youtube channel run by two people who do not wish to be identified. For anyone interested in the Youtube ecosystem, and in general in influencer marketing, this small channel with 51,000 subscribers is a must.
Who is behind Product Internet?
We are two enthusiasts of “Creator Economy” between the ages of 24 and 27. One of them holds a master’s degree in marketing from a business school and works in the technology sector. The other is a PhD student in sociology from Sciences Po Paris who works in the field of digital marketing.
What is the origin of your channel?
The channel was launched in May 2012 – one of us is a YouTube enthusiast and has been dreaming of creating a channel since childhood. We created Product Internet to share our analytics and to be able to make a living creating content: we both fulfill a childhood dream but also lay the foundation for a career in the creative economy sector.
What is your definition of the term “Creator Economy”?
The term gained mass in the early 2020s and refers to the market for monetizing content creation on digital platforms. This includes production and related services (editing, strategic consulting, advertising, etc.). What’s interesting is understanding the enthusiasm around the term – it fits right in with the phenomenon of professionalism we noticed a few years ago on the platform. We have long analyzed this ecosystem from the outside as spectators, and then decided to go to the other side in front of the creators. There are two levels that make the sector great: not only do we analyze the attitudes of creators who are part of the shared imagination, but we also learn from the inside about the issues inherent in the YouTube algorithm and the way it affects the content produced on the platform.
Why is it so crazy to review videos from the Youtube ecosystem?
What we find interesting on our scale is the question of why audiences are so fascinated by the analytics of YouTubers, who create the second level of content. Take a look at your favorite YouTuber and then analyze it, like the time you used to go out on the forums for a meta-comment about what you were consuming, except now it’s all on the same platform and part of the same ecosystem. We can also do a “meta-analysis” by analyzing channels like ours that analyze YouTube users… It’s an unlimited back-up of content. This specialty is also interesting for people who hope to replicate the results of the greatest and launch their channel on the ground. We are often contacted by YouTubers, young or very old, who ask us for advice on their content and strategy. More and more people are dreaming of becoming YouTubers or influencers, and we’re seeing a so-called “YouTube startup” with creators launching themselves by raising money and importing culture icons. LEAN model for example). Meanwhile, back to fairly homemade videos with a little bit of technology but unique value propositions. The creators’ economy will grow, and YouTube CEO Susan Wojcicki made candid connections in her 2022 post between YouTube and Web 3.0.
You can take a critical look at the influencer’s career and influence in marketing. How do you think this sector should be regulated?
Product Internet is not an actor on the fringes of the ecosystem at all, which would take a hike to analyze from the top. On the contrary, the channel is an actor like any other, which will be relevant to the analysis. We do not consider that we have a step back, on the contrary! We’re right in the middle of it, and that’s what makes the analytics rich. When we talk about creators, we’re talking about us, too. We don’t consider it to have a “critical point of view”, but rather an “analytical point of view”: YouTube is a sector that has impressed us and made us curious for a long time. And then when the view that claims to be critical is expressed by the very vector it is trying to criticize, it raises questions about its ability or lack of self-extraction. What does criticism of YouTube mean on YouTube? Tiktok on Tiktok? Twitter on Twitter? print media on print media? In fact, he questions the importance of the medium used to formulate his thought, the limitations inherent in each medium, and especially the way in which the medium really participates in shaping the thought in which it is expressed. YouTube is not just a repository of videos and ideas. The way the platform operates has a direct impact on the ideas that are shared on it. Some artists and videographers like Bo Burnham or CJ the X are starting to answer these questions and we find them fascinating.