Popularity markers on YouTube’s attention economy: the case of Bubzbeauty

This article focuses on issues of attention and popularity development in YouTube’s beauty community. I conceptualise the role of views and subscriptions as popularity markers, based on a broader ethnographic examination of 22 months of immersed fieldwork on the platform. I consider the case of Bubz, a British-Chinese beauty guru, through a purposeful sample of 80 videos. A content typology is introduced, presenting four distinctive video categories: content-oriented, market-oriented, motivational, and relational. Drawing from the concepts of ‘attention economy’ and ‘metrics of popularity’, I explore content characteristics and affordances for the creation and maintenance of viewers’ attention. I argue that the guru’s uploads lead to two types of audiences – casual viewers and loyal subscribers. Vlogs renew attention and help maintain the interest first generated by tutorials, leading to treasured subscribers – an essential commodity within YouTube’s highly competitive environment.