User:Eunjoocho/sandbox

YouTube and Self-Branding to Promote a Product
YouTube has become an increasingly popular platform for self-branding. As self-branding is known for it’s strategic placement of oneself through a media outlet, it is a commonplace for many individuals to post videos, clips, tutorials, and other visual aides under their channels. YouTube especially gives the individual the opportunity to upload and control the information that is distributed on themselves - as they are the ones creating, editing, and uploading the content. By controlling the information being displayed on their channels, it is possible to promote and market themselves on a wider scale as YouTube has millions cross paths with their site daily. Through self-branding, developing one’s self is not the only aspect of this self-marketing tactic. There is also the aspect of “authenticity” to validate their specialties, and also a “business-targeted self presentation”. This can be done through addressing the proper credentials or years of practice that has past throughout their practice of the topic or talent they relate themselves to.

The concept of self-branding a product can be seen particularly in the case of physical exercise gurus, beauty gurus, health gurus, food expert and other gurus as well. This concept can be seen in the successful Michelle Phan, who is a beauty guru on YouTube. Michelle Phan has a record of revealing intimate facts about her life through interviews, blogs, and YouTube videos. On her website michellephan.com, she has created an "about me" section to further her self-branding in efforts to give a brief introduction about herself and her passion for beauty related topics, tips, and advice. She states, "I'm passionate about being a makeup artist and teaching others how to look and feel fabulous in their own skin." She also claims to help women raise their self-esteem and confidence levels. This is all done through "a safe space where makeup enthusiasts, fashion lovers, trendsetters, and beauty aficionados alike, can find inspiration, how-to advice, style news, easy DIY ideas, and tips." .

YouTube gurus like Michelle Phan carry an image and a created identity. In a interview with fashionista.com, Michelle Phan states that success in the blogging and video industry has to do with sending a message, vision, and brand identity. She has said to be cautious of what she is affiliated with, as it can affect the relationship she has formed with her followers. Through presenting an identity through her YouTube channel, she and other YouTube gurus alike have launched their own products. For instance, Michelle Phan has created a line of cosmetics that include eye shadows, lipsticks, eyeliners, foundation, contour sticks, concealer, and other forms of makeup that are related to the content she chooses to upload on her personal YouTube channel.

Michelle Phan's EM line includes "The Life Palette," which is used to customize each individuals eye shadow shades for various occasions and outings. She "offer tutorials on how to create the look you want and a "recipe list" that teach you "how to apply all looks and shades" . Michelle Phan’s ability to self-brand through mediums such as Youtube, gives her a competitive advantage. YouTube claims that “more than 1 billion unique users visit YouTube each month” . It also claims “over 6 billion hours of video are watched each month on YouTube – that’s almost an hour for every person on Earth” . Michelle Phan’s channel is one of the success stories that YouTube claims in it’s “thousands of channels that are making six figures a year” whether it be more than the six figure range.