Youtuber and community management strategies

Abstract

Introduction: The aim of this article is to identify the indicators that promote the creation, management and growth of a community of users around Youtuber channels. Methodology: An exploratory content analysis is used on a sample of 100 videos, 10 from each of the 10 channels with most subscribers based on the Socialblade ranking in the period ranging from 14 September 2018 to 22 February 2019. Results: The study identifies four strategies of community management deployed by the youtuber: 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 Youtuber communities, a phenomenon of masses with only 15 years of existence and an unstoppable growth.