Youtubers and community management strategies

Abstract

To identify the indicators that promote the creation, management and growth of a community of users around youtuber channels is the aim of this article. Methodology: An analysis of exploratory content is proposed on a sample of 100 videos, 10 of each of the 10 channels with the most subscribers of the Socialblade ranking in the period from 2018, September 14 to 2019, February 22. Results: The study identifies four strategies of community management deployed by youtubers: audience loyalty, community expansion, generation of expectation about future contents and the particular management of the channel's Community tab. Discussion and conclusions: Valid indicators and practices are revealed to understand the phenomenon of youtubers communities, a phenomenon of masses with only 15 years of existence and an unstoppable growth.