YouTube has become a highly common media which is extremely popular among users worldwide. Today, YouTube has millions or even billions of users worldwide. This is one of the most popular social media along with FaceBook, Twitter and others. The popularity of YouTube is closely intertwined with the publishing opportunity offered by the social media because users can publish their videos both documentary and featured ones. In such a way, users get ample opportunities to share their videos instantly. At the same time, the distinct feature of YouTube is its perfomrability because it is the performativity of videos that attracts users and the more performable a video is the more users will watch it, the more popular it becomes.

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Even though YouTube focuses on sharing videos mainly, the social media still opens wide opportunities for users to share their creative ideas and make them performable. Users may be driven by different concerns, while publishing their videos and sharing information with others. Some of them may be willing to publishing some interesting facts recorded by them in the real world, while others manifest their creativity with the help of YouTube.

YouTube allows watching diverse videos and channels which may vary in their content. However, the popularity of videos determines their availability to the audience that influences the perception of information by the audience. For instance, the video that has the highest number of views becomes more and more popular and becomes mainstream, even though in its essence the video may have little cultural value or poor messages (Warr 291). In fact, the point is to make videos performable. The overwhelming majority of users publishing their videos on YouTube are concerned with the popularity of their videos than their content. Such a competition encourages users to focus on performativity of their videos above all.


What makes YouTube really popular and mainstream social media is its performativity because the audience receive what it wants and expects from the media, the performance, the show and entertainment with the possibility of the further communication and even interaction with other users of YouTube. For instance, users publishing the video on YouTube may expect the positive feedback from other users. If they receive a negative feedback, they may become interested in creating a new video to match the public interests. In such a way, videos become more and more performable to gain the positive feedback from the part of other user watching on YouTube.

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The popularity of YouTube is, to a significant extent, determined by the interest of the audience in visual information. In fact, it is not the interest proper. To put it more precisely, users prefer YouTube because this social media provides them with visual messages which are preferable for the public than print messages for instance (Warr 290). As people perceive the information about the surrounding world with the help of vision, they naturally choose YouTube in place of other social media because they have an opportunity to receive visual information that facilitates their perception of messages conveyed via YouTube.

At the same time, it is necessary to take the commercial background and opportunities offered by YouTube to its users. For instance, users can benefit from the cooperation with advertisers but they need to make their videos and channels popular to attract more advertisers. In such a way, YouTube offers business opportunities for users that stimulates the development of diverse channels to meet current demands of the public or create new ones.

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