It’s a Guru Thing - Vlog Popularity in the Beauty Community : En kvantitativ samt kvalitativ studie om vad det är i skönhetsvideor som genererar visningar.

Sammanfattning: The overall purpose of this essay is to come to a deeper understanding about videos in the Youtube beauty community by using a mixture of qualitative and quantitative methods. By answering the main questions of the essay which are; What quantitatively measurable components are there in the videos that can be seen as contributing factors leading to the fact that some generate more views that others?; Is there a set mold for success containing certain aspects that a video must have to stand out?; What correlations can be found between the two categories of analysis and how do these potential correlations affect the popularity of the video? and What effects do specific components on the level of popularity of the video?, we’ve been able to distinguish differences as well as similarities on both qualitative and quantitative levels. We have also seen that using the two methods together have enabled us to reach more profound results. The main result that we have found on a quantitative level is that there are obvious correlations between a high level of popularity and a good visual quality. What we have also concluded, on a qualitative level, is that it is not sufficient to simply provide this type of quality to reach a high level of popularity, the beauty guru also need a high level of commitment and a genuine desire to interact with the viewer in order to generate views.