The New Landscape of YouTube Reviews: Insights for Creators and Consumers

As someone who regularly turns to YouTube reviews for guidance on everything from cars and watches to guitar pedals and garden plants, I've noticed a shift in the way reviewers present their content and engage with their audience. Two recent studies shed light on this phenomenon and how it reflects the broader influence of digital platforms on cultural production and communication styles.

The Rise of Value Optimization

Blake Hallinan's research, published in the Journal of Computer-Mediated Communication, involved analyzing 200 popular review videos across four categories (beauty, tech, movies, and video games). Hallinan found that YouTube reviewers have largely moved away from traditional persuasive appeals and instead focus on building affiliation with their audience. As Hallinan explains:

"Creators frame their everydayness as a source of credibility and downplay the applicability of their assessments to others, an approach to qualification that connects with the 'warm style of expertise' of tech unboxing, the 'folksy and interpersonal' style of movie reviewing, and the importance of not 'overselling' products in beauty reviews."

This shift is evident in the way reviewers position themselves as ordinary yet passionate individuals, using conversational language and directly addressing their audience. Hallinan notes that "creators perform personas like the boy beauty vlogger or the girlfriend of a serious gamer, aligning themselves with particular product categories and sharing personal values through the criteria they invoke, all while inviting the audience to do the same."

Interestingly, despite the emphasis on personal opinions and preferences, Hallinan found that reviewers across different communities consistently draw upon a shared set of values, such as aesthetics, functionality, and distinctiveness. This suggests that while reviewers may frame their evaluations as subjective, they are still influenced by the perceived values of the YouTube platform itself.

Hallinan introduces the concept of "value optimization" to describe this phenomenon, defining it as "communication strategies that appeal to the perceived values of the platform." By adopting a consumer-friendly orientation and avoiding strong judgments, reviewers can appeal to a broad audience and maintain a commercial-friendly approach that aligns with YouTube's interests.

The Power of Linguistic Styles on Engagement

These findings are complemented by a study from Munaro et al. (coming in July 2024 in Computers in Human Behavior), which investigated the linguistic styles of YouTube influencers and their impact on digital consumer engagement. The researchers analyzed over 11,000 videos from 151 top YouTube influencers using natural language processing and automated coding techniques.

They identified seven distinct linguistic styles used by influencers:

• Expert advice
• Storytelling
• Intimate experiences
• Struggle and overcoming
• Motivation and guidance
• Coaching and mentoring
• Middle-of-the-road videos

The authors found that each linguistic style correlates with varying levels of digital consumer engagement, such as likes, dislikes, views, and comments. This suggests that the effectiveness of an influencer's communication style depends on how well it resonates with their target audience and aligns with their content creation goals. I'll be interested to read this study in full when it is published this summer.

Why It Matters

The insights from Hallinan and Munaro et al. have important implications for both content creators and consumers. For brands, aspiring influencers, and reviewers, understanding the value of authenticity, relatability, and linguistic style can help them create content that resonates with their target audience and drives engagement. By aligning their communication strategies with the values promoted by the platform, they can increase their chances of success in the competitive world of influencer marketing.

For consumers, these findings serve as a reminder to approach reviews and influencer content with a critical eye. While the shift towards more relatable and authentic content is generally positive, it's essential to recognize that reviewers are still operating within the constraints and incentives of the platform. By understanding the subtle ways in which platformization shapes the content we encounter, we can make more informed decisions about the products and services we choose to engage with.

As the lines between amateur and professional content continue to blur, the landscape of YouTube reviews is evolving. The rise of value optimization and the power of linguistic styles are just two examples of how the platform is shaping the way creators communicate with their audiences. By understanding these dynamics, creators and consumers can navigate the digital landscape more effectively and make the most of its opportunities.