How Logan Paul Launched Into Superstardom

          I’ve been thinking about how YouTubers go viral and get famous and have been wondering if it is because their content is so interesting or if there is a little bit of luck involved. I am looking at one YouTuber in particular, and yes, it’s Logan Paul, because I don’t understand how this dude is so popular and famous. He has been in the news lately for a boxing match against fellow youtuber, KSI, that was watched by millions around the globe online as the fight was streamed on YouTube, as well as selling out the Staples Center in Los Angeles, the venue for the fight, which holds a capacity of over 20,000 people. He has also been in the news for wanting to do another box office fight, this time with disgraced football player, Antonio Brown. But before the boxing matches and having one of the most subscribed to YouTube channels in the world, how did he gain notoriety and a mass following, because his videos appear like ones that can be done by anyone. Short sketches and talking into the camera have been a recipe of success for Paul, and this is a method that other famous YouTubers have had success at in gaining views and subscribers.

I read an article that was published in July of 2019 by Allie Gemmill on screenrant.com titled, “How Did YouTuber Logan Paul Get So Famous,” to learn more about how Paul has been able to rise to stardom through producing content on YouTube. I learned that Paul first gained a following while making short videos on the now extinct app, Vine, while attending Ohio University, many of his vines featuring his brother, Jake Paul, who is also one of the most recognizable YouTubers in the world. He would create videos of him doing “dangerous” and “attention seeking” activities that caught people’s attention and made him one of the most followed accounts on Vine. When Vine went under in 2016, he began dedicating himself full time to creating content on YouTube.

Paul is “Vine’s most influential YouTuber” according to an article published by Business Insider, and due to his YouTube popularity has landed sponsorship deals with large companies such as Pepsi and Virgin Mobile, along with a sponsorship with television company, HBO. He also has guest-starred in TV shows and Indie films. It is interesting to see how someone who creates short comedy videos has a worldwide following, but what amazes me is how financially successful a YouTuber can become, not just by being paid by YouTube, but is sponsored by companies that are recognizable worldwide.

One thing that caught my attention when going through Paul’s video titles is that they are in all caps and usually start with “I”. Examples include, “I FOUGHT MY BROTHER’S FRIEND!” and “I FINALLY CAUGHT THEM TOGETHER!” I wonder if he does this because he already obtains millions of subscribers or if it is a tactic to get viewers attention who may not follow him yet, and is a title that pops out which led to his massive following.

However, I have noticed that other successful YouTube accounts have done something similar to this, even before Logan Paul. When I was in middle school, probably around 11-12 years old, I would watch videos by the YouTube account, “Smosh,” who at the time were the most subscribed YouTube channel in the world and basically the two dudes who created it, Anthony Padilla and Ian Hecox, were the faces of YouTube, the golden boys of YouTube one might say. They would use all caps titles for their videos that may only relate to a small segment of the video, but is a title that would entice viewers to watch their videos, which then leads to more and more of their videos being viewed, as well as leading to subscribers. We have all been there where we start watching one YouTube video and before you know it, you’ve been watching YouTube videos for hours and its 5AM and have school in a couple hours. These YouTubers have found a successful recipe to get their videos somewhat binge-watched to the point where they are instantly recognizable which launches them to superstardom and other opportunities.

But to get famous on YouTube, you must have several videos, tons of content on your channel, as well as break into the field at the right time. Smosh was one of the very first YouTube channels that came along in 2005, when YouTube was launched, and had the very first viral YouTube video of Hecox and Padilla lip-syncing to the Pokemon and Power Rangers theme songs. Logan Paul was one of the very first to go viral on Vine which helped launch his YouTube superstardom. So I conclude that interesting and A LOT of content published to your YouTube channel will give you a better chance of making it big on YouTube, but I also believe that you have to break into the platform at the right time and find your right audience, as well as a little luck involved.