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Shane Dawson

YouTube Celebrity Burnout, Is It Viral? Part 2 of a 2-part series.

Most parents are baffled by the YouTube celebrity phenomenon so popular with kids and teens. To keep us in-know, our last GKIS article, Why are YouTube Celebrities Popular?, explained why YouTube celebrities are so popular. It looks easy, but the truth is attracting and keeping viewers is not as easy as it looks. Recently, YouTube celebrities have been coming out in droves talking about their struggles with mental health issues. Is this a fad topic intended to attract more viewers? Is it a valuable community service, because it offers mental health information? Or are YouTube celebrities actually stressed out and overextended to maintain earnings? Find out what’s behind the curtain of YouTube celebritydom and how practicing tried-and-true self-care methods is the answer for staying healthy and successful. 

The Breakdown Video

In 2016, top YouTube celebrity PewDiePie reached his breaking point. In a video titled “I QUIT (for now),” he announced that he couldn’t keep up the pace of uploading videos daily. Even the wildly successful veteran PewDiePie was crumbling under the stress and anxiety of a daily vlog. 

Elle Mills is a more recent celebtrity who became an overnight sensation last year with her coming out video, increasing her subscriber count to 1.2 million. Soon after, she posted her burnout video. In her seven-minute emotional video, she explains:

“This is all I ever wanted. And why the fuck am I so unfucking unhappy? It- It doesn’t make any sense. You know what I mean? Because, like this is literally my fucking dream. And I’m fucking so unfucking happy. It doesn’t make any sense. It’s so stupid. It is so stupid.”

Because of the fast changes in her life and the effect YouTube was having on her, she decided to take a break to recuperate and find her love for creating content again. 

Bobby Burns gained almost a million subscribers in less than two weeks after working with celebrity Shane Dawson. Shortly after, Burn abruptly decided to move to Los Angeles and change his content. Sadly, Burn received a lot of backlash from Shane fans and his subscriber numbers ultimately declined under accusations of selling out and changing content for Shane. Eventually this led to his video explaining his breakdown, saying:

“I didn’t make videos, I did- I literally didn’t do anything. I tried- I tried incredibly hard but I couldn’t. I would go to touch my camera or touch premiere and I would just have a full-blown anxiety attack. When this was first happening I was so confused, I was like why? I love making videos so why the fuck is this happening? And the reason that was happening is because I completely burnt myself out and I lost myself in YouTube.”

Common Elements Behind YouTube Celebrity Breakdowns

AdSense:When YouTubers are first starting out, they receive their money through Google AdSense. The amount of money received depend on two key factors, the types of ads and the pricing of ads appearing in your videos. So, whenever a viewer clicks on an ad on your YouTube channel, you get paid a certain amount of money. This creates a pressure to upload daily among YouTubers, so they can maintain their status as a YouTube celebrity and have a consistent flow of income. 

Always-Changing YouTube Algorithms:An algorithm is a set of rules created to solve a class of problems. When we speak of YouTube algorithms, we are referring to the specifications that get one’s video offered up to viewers. There is big competition. Every minute there are over 400 hours of videos uploaded to YouTube, making it necessary to have a way to make content easier to find.[1] According to YouTube, the point of having the search and discovery system are to help viewers find videos they want. 

Initially, the algorithm was fairly simple, rewarding the most clicked videos. Now videos are rewarded by the number of minutes the video is viewed, among other factors. Staying relevant creates a lot of pressure to produce fresh, new, and creative content each upload.

Currently, the six ways the algorithm can affect where YouTuber’s videos appear are through search results, suggested video stream, recommended viewing, trending stream, the viewer’s subscriptions, and any notifications the viewer has set up. [1]

Demonetization:Another concern is the fear and frustration of having your video demonetized. Demonetization means that the video is not suitable for monetization (making money from ads), since it does not comply with YouTube guidelines. However, this continues to be a frustrating and confusing topic for YouTubers since YouTube’s software decides if the video is advertiser-friendly. Software occasionally messes up ad revenue by incorrectly putting it in the ‘demonetization’ category. This can have a costly financial impact.

Brand Ambassadorships & Product Lines: Not only must YouTube celebrities manage their own brands, but they often partner with others. Typically that means partnering with somebody with a similar platform (number of subscribers). Other times, there’s pressure to earn the attention of a bigger celebrity. In order to be marketable, one must create and test content to build an attractive business portfolio. Another way to increase profits and expand influence is to create a personal product line. One business quickly leads to others… 

Is YouTube doing enough to support YouTube celebrities?

YouTube Creator Academy launched in 2013 for the purpose of providing free educational videos on starting a YouTube channel or helping your channel be successful. Creator Academy courses include foundation, production, growing your channel, earning money and building your business on YouTube, and YouTube content categories. [2]

The course “Staying well and avoiding burnout” was added in June, 2018. Polygon writer, Julia Alexander, writes:

 “There is no concrete answer for how YouTube executives and employees can tackle burnout. They can offer more transparency around monetization and copyright rules…but it’s going to take a lot of experimenting and communication. Tools like the community tab, which offer creators a chance to hang out and talk to fans without needing to work on a video is just one step.” [3]

Avoiding Burnout

YouTuber celebrity and vlogger, Casey Neistat, offers, the following suggestions for preventing YouTube burnout:

Take a break.

It’s important to give yourself a break from the fast pace of YouTube. Letting your viewers know that you are taking time to recuperate and take care of yourself shows an openness and bond as a creator. Go on that long-awaited vacation without feeling guilty. 

Spend time with family and friends.

Usually a YouTuber’s time consists of long hours of planning, filming, and editing. Having a balance of work and play are crucial for one’s mental health. When you spend time with family and friends it can be a time to unwind and not focus on YouTube. Remember, you still have a life outside of YouTube, and it doesn’t always need to be publicized to millions of viewers in the world.

Don’t be afraid to ask for help.

This can mean many things. Hiring more hands-on deck to film the content, edit videos, manage social media outlets, and create a balance on work and life can remove those added pressures and creative blockage. For impairing mental health issues, seek professional help.

Diversify your income.

YouTube ad revenue isn’t the only way to make money. The membership site, Patreon,is an outlet for YouTubers to create a page so subscribers can pay to get bonus creator content. Forming a direct relationship with sponsors can also help funding. Being a part of events that hold Q&A panels, conferences, or platforms for YouTubers also help. Production deals with media companies like Netflix or Disney can offer lucrative revenue. Finding ways to diversify your income is important to weather dips in one revenue source.

At the end of the day, YouTube businesses are like other entrepreneurial ventures. Staying centered, learning how to tolerate risk, build support for wearing multiple hats and ultimately outsource, and learning how to manage teams and finances are critical for success. Want to learn more about YouTube’s impact on kids? Checkout YouTube Beauty Gurus Suck Money and Teen Confidence and GetKidsInternetSafe Tips for YouTube.

Thank you to CSUCI Intern, Sasha Mejia for taking the initiative to research and write this article in response to your insights!

I’m the mom psychologist who will help you GetKidsInternetSafe.

Onward to More Awesome Parenting,

Tracy S. Bennett, Ph.D.
Mom, Clinical Psychologist, CSUCI Adjunct Faculty
GetKidsInternetSafe.com

Works Cited

[1] YouTube. “Lesson: Search and Discovery on Youtube.” Youtube Creator Academy, 2018.

[2] Google. “Learn with the YouTube Creator Academy.” YouTube Help, 2018.

[3] Alexander, Julian. “YouTube exec addresses burnout epidemic: ‘We should be the thought leaders in the space’.” Polygon,18 September 2018.

Photo Credits

Photo by Darius Bashar on Unsplash

Photo by Claudia on Unsplash

Photo by MARK ADRIANE on Unsplash

GetKidsInternetSafe Tips for YouTube

 

Did your kids watch endless hours of YouTube this summer? If so, they are not alone. Limitless quantities of content has made YouTube the second most visited website in the world; FaceBook is number one. Famous YouTube stars, like PewDiePie and Smoosh, boast over 56 million subscribers and 15 billion views! That translates to a $15 million dollar paychecks and enormous influence over our kids. This morning I appeared on Access Hollywood Live to answer parent questions about YouTube. What is the appeal for kids, and what do parents need to know?

What do kids watch?

YouTube offers content for any viewer appetite. That too often means sex, violence, alcohol and drugs, product sales, and beauty tips. Kids and teens particularly love music videos, let’s play videos, and vlogs created by YouTube celebrities (“YouTubers”).

Let’s Play videos show YouTube celebrities playing popular video games, commenting and demonstrating game strategies along the way. There are Let’s Play videos that are safe for kids. Others are full of f bombs and inappropriate commentary. Famous YouTube personalities, like Shane Dawson, Smoosh, Trisha Payatas, Jenna Marbles, and Gigi Gorgeous, specialize in sharing opinions, intimate details, and information, acting out silly skits, testing products, and acting out pranks and challenges. Kids become devoted fans, memorizing personal details and impersonating their styles after watching endless hours of curated content.

What is YouTube’s appeal for kids?

The BIG appeal is that it’s a kids-only community without parent interference. We simply “don’t get it.” Kids love having this scene all to themselves, not unlike the rock-n-roll community in the 1950s. YouTubers feel like friends. Through intimate disclosures and humor, YouTubers are that crazy Uncle or zany Aunt you followed around during dull family reunions, because they horrified everybody else. Kids report that YouTube personalities are relatable and more authentic than PR-managed movie celebrities. Kids find them inspirational, admiring that they have fame and fortune simply from play.

What age do kids start watching YouTube?

Kids see YouTube videos as soon as they’re old enough to type in a browser. That means parents need to be proactive. 

5 GETKIDSINTERNETSAFE TIPS FOR YOUTUBE VIEWING

Stage your home

Set up screens so you can supervise (no bedrooms, no bathrooms, no closed doors).

Dock all devices at night in a community docking station.

Install a family-friendly router with content filters.

Keep in mind what safety measures are in place at other houses they visit.

Stage your device

If your kids are 3 to 8 years old, use the YouTube Kids.

For older kids, turn on the restricted mode at the bottom of the YouTube screen. This will filter out videos that have been flagged by other users and contain inappropriate content.

Set your parental controls on devices and through your Internet service provider.

Use a childsafe browser.

Set rules about viewing AND posting

Viewing: Be specific about what’s OK for your kids to watch and what isn’t. YouTube celebrities and Let’s Play videos can be raunchy and filtering is never perfect. Watching over their shoulders and checking their browser histories are your best monitoring options. Unfortunately though, they may be using the private browsing option. If an ad precedes the video, that’s a sign that an advertiser thought it was “clean” enough to place their ad. Checking out the videos that YouTube recommends based on previous viewing is another slick way to get an idea about what types of videos your kids have been selecting.

Posting: If your child wants her own channel, consider the consequences of others viewing silly and sometimes inadvertently sexual performances. Kids emulate what they see and sometimes have no idea what it means. Thanks to popular music videos, it’s not much to imagine your eight year-old dancing sexy while it rains dollar bills, for instance. If you decide to take the risk, set your child’s YouTube channel on private and be vigilant for unknown subscribers. Remember, kids post what they think will be watched and “liked” (sensational or off-color humor). Enforce the “Grandma rule,” which means don’t post anything you wouldn’t want grandma to see.

Set time windows

No-screen windows, like #NoTechTuesday, never before school, and not until early evening after homework, forces kids off their screens and into real life conversations, books, play dates, and backyard adventures. Balance between online and offline interactions is key to healthy socioemotional development.

Do your job

Outsourcing parenting because you don’t have the time or energy is a mistake. Carve out time, co-view videos, and have fun sharing with each other. Kids don’t learn morals, values, and good judgment without a lot of teaching from us. Tell them what’s out there and SPECIFICALLY what to do when they accidentally view or post something inappropriate. Help them generate solutions to digital problems and imagine the consequences of each. All kids will make a lot of mistakes on- and offline before they’re adults. Stay firm but also warm with a sense of humor.

Want to learn about your child’s next obsession, Instagram? Check out my GetKidsInternetSafe article The GKIS Sensible Parent’s Guide to Instagram.

I’m the mom psychologist who will help you GetKidsInternetSafe.

Onward to More Awesome Parenting,

Tracy S. Bennett, Ph.D.
Mom, Clinical Psychologist, CSUCI Adjunct Faculty
GetKidsInternetSafe.com

Is Social Media Behind the Spike in Child Suicide? Teens and The Blue Whale Challenge

blue whale

Recent reports of child and teen suicides have flooded the news recently. Too often social media and cyberbullying plays a role. The Blue Whale Challenge is the latest fad kids are talking about. Should parents worry?

Suicide risk

According to the Centers for Disease Control and Prevention there has been a recent spike in child and teen suicides. The rate for 10 to 14 year-olds doubled between 2007-2014. Suicide is the third leading cause of death among kids aged 10 to 14 and second among persons aged 15 to 34. Firearms is the most commonly used method for males, and poisoning is the most commonly used method for females. Because kids immerse themselves with their screens on average of 10 hours a day, there is often little escape from online peer pressures and conflict. Experts consider social media and Internet access to be major contributors to risk. The most recent sinister social media game tied to suicidal gestures is the Blue Whale Challenge.

What is The Blue Whale Challenge?

The Blue Whale Challenge is a game shared on social media that encourages players to complete a series of 50 challenges. Players are required to prove they are accomplishing these challenges by Skyping or instant messaging descriptions, images, and videos to a “whale,” who is typically an older person manipulating the younger subject. There is also a version where a Blue Whale Online Forum does the challenging. The name is reported to have come from the song Burn by the Russian rock band Lumen.

Blue whale challenges typically include a series of tasks with increasing risk that require subjects to “prove” obedience to the whale. These include various self-mutilation tasks, like poking, scratching, cutting, and carving words into one’s body, overcoming a fear, like climbing a crane or standing on a bridge, watching horror movies, and ultimately killing oneself on video. Gradual obedience training with social isolation and sleep deprivation gradually wears down a victim’s resolve and increases dependency. This type of psychological manipulation is a typical grooming technique used by online predators.

Descriptions of this challenge have been shared on Reddit and are rumored to have originated in Russia. A CNN article reported that 21 year-old Philip Budeikin was arrested in November 2016 with the charge “incitement of suicide” for encouraging 16 victims to kill themselves, and a 26 year-old postman was also detained by Russian authorities. An article by SkyNews stated, “Civil society groups in Russia believe that at least 130 young people have taken their lives while playing Blue Whale, while reports of incidents and fatalities in places such as Ukraine, Estonia, Kenya, Brazil and Argentina have also surfaced in recent months.”

Although it is unclear how pervasive this challenge is in the United States, at least two U.S. families have come forward to the media stating that it lead to the suicides of their children. Fifteen year-old Jorge Gonzalez of San Antonio was found hanging in his closet with his cell phone propped up to record. His parents told news media he had sent videos of challenges to friends after following the directives of a Blue Whale social media group. The parents of a sixteen year-old Georgia girl reported that their daughter killed herself, leaving behind paintings of blue whales, letters in Russian, and several clues linking her to this challenge. One clue was a sketch of 17 year-old Rina Palenkova, who killed herself in Russia in November 2015 and became an icon among online suicide fan communities.

What I have seen in clinical practice

So far I’ve not heard of the Blue Whale Challenge other than when my teenage son brought it up after seeing a cautionary video from famous YouTube star, Shane Dawson. However, I have treated many people with suicidal ideation since I started practice in the mid-1990s. My personal experience is that kids are speaking of suicidal ideation at younger ages and with higher prevalence. They often discuss suicide among strangers and peers online. Although it is argued that online communities provide support when kids are isolated or distressed, habitual discussion may also desensitize kids, causing them to lose sight that suicidal threats are very serious and devastating to those they love. For some, habitual discussion places them in a hopeless, one-solution mind space, distracting them from more productive and uplifting activities and relationships. Furthermore, comments like “Go die” or “Go drink bleach,” are too often delivered online with little regard to the potential consequences.

parents protecting kids

What can parents do to keep their kids safe?

Teach your kids the vocabulary necessary to talk about feelings while they’re young, gradually teaching more advanced problem solving strategies over time.

Rather than shrinking away from your kids when they are frustrated, sad, or angry, lean in and let them know you understand and consider their emotional well being your highest priority. If you see evidence that your child is being bullied, address the problem assertively with your child and seek support from school administrators and law enforcement. “Just ignore it” is not a reasonable solution.

Don’t allow your kids to flippantly make threats about hurting themselves.

Sometimes kids threaten to hurt themselves in order to express their pain and cry for help. Other times these threats are intended to express anger and manipulate others. Take any type of threat seriously and require a family discussion about every incident. You may want to let things calm down before you engage in the discussion, but don’t let a comment go unaddressed. Make sure your children understand that a consequence of such a threat is that they will have to talk it through to solution. If they won’t cooperate with you, offer adult alternatives like a trusted family member or a mental health professional.

Be alert for signs of emotional distress offline and online.

Mood and anxiety disorders and substance abuse often contribute to suicidality. Be on the lookout for depressed or agitated mood, an inability to have fun, a drop in initiative, sleeping often during the day, a change of appetite, low energy, a drastic change in behavior, social isolation, or expressions of inappropriate guilt or hopelessness. A drastic change in appearance, pulling away from friends, or giving away favorite items may also signal your child is in trouble.

If your child loses a friend or family member to suicide, be aware that he or she may be at increased risk. Keep in mind that not every suicidal individual is depressed and not every depressed individual is suicidal. Statistics show that only half of those who have killed themselves demonstrated depressive symptoms. Keep an eye out for hashtags that demonstrate dangerous themes on your child’s social media activity, like #bluewhalechallenge, #curatorfindme, or #sue.

If you have concern that your child is engaging in self-harm or has suicidal ideation, ask about it directly.

Parents often worry that mentioning suicide first may give their child ideas. But most people who attempt suicide show signs before the attempt. Asking directly is the best way to elicit critical information that can lead to prevention.

Be direct but avoid frequent, fearful questioning or shaming. Instead focus on validation, understanding, and problem solving. Suicide is often a consequence of feeling so hopeless the subject is unable to see a way to resolve their pain. Don’t stop at investigation and validation; help your child generate solutions. Praise positivity and resilience while discouraging blind obedience. Take every opportunity to authentically express your love and admiration for your child’s efforts, no matter how disappointing the ultimate performance. They need us to reveal our love for them in order to recognize that they are worthy of love just for being them.

Ensure that potentially lethal means are not available.

Lock firearms, razor blades, poisons, and dangerous medications in a safe, particularly if any family members have demonstrated suicidal ideation before.

Let go of your stigma toward mental illness and treatment.

Life is more difficult for some more than others, but few of us escape this life without hard times. Compassion is key. If your child is suffering, seek an expert who can help. Kids and teens will often accept the influence of other adults in a different way than they do with their parents. Don’t go it alone.

If you or someone you know expresses suicidal ideation, reach out to local mental health resources or call the National Suicide Prevention Lifeline at 1-800-273-8255. An online chat is also available, or you can text HOME to the National Suicide Hotline at 741741.

Worried about self harm and cutting? Check out my GetKidsInternetSafe article What Parents Need to Know About America’s Cutting Epidemic.

I’m the mom psychologist who will help you GetKidsInternetSafe.

Onward to More Awesome Parenting,

Tracy S. Bennett, Ph.D.
Mom, Clinical Psychologist, CSUCI Adjunct Faculty
GetKidsInternetSafe.com

Photo Credits

Half alive –  soo zzzz by I Love Playdough, CC by-ND 2.0

Family Travel by Roderick Eime, CC by 2.0