Sincere or Stunt: YouTuber Apology Videos
On YouTube, it’s surprisingly difficult to utter the words I’m sorry.
From Logan Paul to Laura Lee, there is a long list of influencers who have fallen victim to cancel culture. It's almost become a rite of passage for internet stars to participate in one of YouTube's most unexpected subgenres: apology videos.
There is no shortage of apology videos on YouTube. Some of the most common reasons why YouTube influencers have created apology videos include discussing past racist comments or feuds with other influencers. But it’s no secret that this category of videos attract huge amounts of traction online, garnering millions of views. Online tabloids have even posted articles jokingly ranking the worst apology videos based on the amount of fake tears present. Clearly, these videos have fallen short in the eyes of many.
But if the subject matter is serious enough to be addressed in a video, why has it been turned into one of the internet’s biggest jokes?
Influencers with infamous apology videos: Laura Lee, James Charles, and Logan Paul.
A Lost Art Form
What these videos most often neglect is the most integral part: authenticity. There’s been a certain formula developed that makes these videos easy to predict. The majority of YouTuber apology videos can be summed up to being a concoction of shifting the blame and playing the victim, all while claiming that they’re “taking accountability.” Instead of addressing the issue, or explaining why it was wrong in the first place, it’s easier for influencers to talk about their own struggles, click upload, desperately hope their actions will be forgiven, and see the viewers’ criticism end. But again and again, YouTubers fail to learn how to manage their own crises. While most actors, musicians, models, and other more traditionally high-profile celebrities have a team of PR agents and managers backing them with a handcrafted statement apologizing for their actions, internet influencers are often left to set up their camera, try to get any resemblance of a tear flowing, and hit record.
It’s easy to disable comments or try to scrub the internet of any prior evidence, but the one area that influencers will never be able to fully control is their viewer’s perception of the apology. Not everyone will be forgiven, nor are some actions even forgivable in the first place. There’s not one way to simply shut down a conversation. In most cases, it’s entirely impossible.
What also hinders YouTuber apologies is the fact that the YouTuber to fan relationship tends to be very transactional. YouTubers invite thousands of people to view almost every aspect of their personal lives, and in return, their viewers build them up to new levels of wealth as they gain subscribers, views, and partnerships. Although many consider this to be a refreshing break from traditional celebrity and fan relationships, it's also one of the biggest downfalls. Because influencers’ content is so personal, fans expect that their apologies are personal, too.
Even the most heart-felt, genuine apologies are, at the end of the day, just words. Apologies not the solution, but instead just laying the foundation. Real material action needs to be done to prove that real character growth has been made. In the end, those who think of their mistakes as lessons and use what they learned as an opportunity for growth are the ones who truly make a positive influence.
Sorry, Not Sorry
The next time you come across a video with the title of “Breaking My Silence,” “So Sorry,” or “Let’s Talk,” remember to take it with a grain of salt and not all at face value. At the very most, let it provide some quality entertainment and those juicy, drama-filled talking points for your next Sunday brunch.
About Hanna
Hanna Ziesel is a senior this year pursing a degree in Advertising & Public Relations with a minor in Writing. This is her second year with GrandPR, where she previously served as the Firm Editor and is now taking on the role of Chief Operations Officer. She is currently the Marketing & Social Media Intern at Passage. After graduation, Hanna hopes to move to a major city and continue using her PR skills to work in the music industry.