Please don't click on this essay, it genuinely does't say anything salacious about Zoella.
So today I am going to fail to understand why, if you type ‘DIY’ into YouTube the immediate results are by female beauty vloggers about eye shadow, tattoos and ‘fluffy slime’, where as if you type ‘rewire a plug’ in, the top results are all semi-professional channels with names in lower cases, predominantly by men and thumbnails that miss that gleaming finish with an on fleek selfie and the cursive version of the KG Life is Messy font everyone seems to be using. It should be noted that the later category is also missing the definitive Gleam, because the closest that the content creators represented by the Gleam creative agency come to talking about cable ties and wiring is through references to the the potential intersectionality of Fifty Shades of Grey .
This is not to say that I don’t want to know about new eye shadow techniques, or that I want to disparage the wealth of emerging female creativity and industry that is emerging with digital content creation. However as an woman living in the urban, 21st century west, and working in the digital sector the things I would like guidance on are how to do my tax return, how to deal with sexism in the work place and why nobody wants to pay me in line with the rise in living costs.
Why should YouTubers care about this? Aside from the enormous power in being able to spread ideas live at the push of a button, they bill themselves as members of an active community at the forefront of new media who have paved the way for new patterns of working. In the click economy you can work for yourself, do what you love and engage with others. The youtube community are self employed creators talking to others with a personal interest in how they live their lives, and therefore they have an incentive to tell me how to file my taxes.
"the normalisation of appearance and advocacy for superficial consumerism"
Or so they would have us think. If the spring 2017 furore over advertising pulled from YouTube indicates anything it is the need for brand control. While programmatic advertising develops and data-driven automated ad serving complicates the publishing transparency, the best way for brands to ensure the attention of consumers is to have beauty vloggers make names like Sephora and Urban Decay signifiers of being in-the-know. Once a platform for amateur, user-created content, video thumbnails of twenty-something women covered in labels cause users to read the female face like a catalogue.
The Zoellas of this world do not have the time to research and create a video about HMRC because of the pressure to keep creating that Caitlin Moran highlighted in her article on January's Pewdiepie scandal 'No one has two, or three, or four broadcast-worthy opinions a week at the age of twenty-three. You haven’t lived enough yet!'’. Instead the lure of established content cycles, like that of the fashion and beauty industries, provides enough of a plan to keep an audience coming back.
"being your own individual person is really good for the world."
The next problem is that in tapping into this the content creator has to perpetuate the problems of this industry including the normalisation of appearance and advocacy for superficial consumerism and amplifies them to all 944 million of Zoe Sugg's viewers, even though one of the most important messages teenage girls need is that being your own individual person is really good for the world.
 Gillian Bower, DIY FLUFFY SLIME! How To Make The BEST Slime! (Australia: YouTube, 2017) <https://www.youtube.com/watch?v=s1IS20IWE8o> (Accessed 25 April 2017).
 For example Hannah Witton, YouTuber Life, 50 Shades, Being Prime Minister | BIRTHDAY Q&A | Hannah Witton(London: YouTube, 2015) <https://www.youtube.com/watch?v=rxAtRBZwtDo> (Accessed 25 April 2017).