In the ever-evolving landscape of online content, YouTube creators find themselves entangled in a competitive era – an era defined by excess. This trend sees creators pushing boundaries, aiming to outdo their own extremes with each video, a phenomenon often highlighted by titles like “I tried every…” and the integration of colossal sums of money. Welcome to the Era of Excess.
The Nice Round Number Syndrome: Click-Worthy Content
A peculiar facet of this excess-driven era is what we’ll dub the “Nice Round Number Syndrome.” Video titles featuring large, rounded figures accompanied by dollar signs have become particularly click-worthy. From “$1 steak vs. $1,000 steak” to “$1 houses vs. $100,000,000 houses,” the trend showcases an escalating race towards extremes, captivating audiences with the promise of extravagant comparisons.
Psychological Impact: The Dopamine Effect
Beyond the surface, excess videos delve into the realm of psychology, tapping into the brain’s reward pathways. The sheer extravagance induces a release of dopamine, akin to the pleasure experienced through gaming or indulging in delightful treats like ice cream. This addictive nature is amplified on short-form platforms like TikTok and YouTube Shorts, creating a continuous loop of scrolling in pursuit of that dopamine reward.
Structural Tactics: Crafting the Perfect Dopamine Hit
Creators strategically structure their excess videos to keep viewers hooked. From teasing content within the opening seconds to breaking videos into short, digestible segments (typically 60-90 seconds), the format mirrors the burst-style delivery seen on TikTok. The aim is clear – provide frequent bursts of dopamine throughout the video to maintain viewer interest and contribute to the overall addictive allure of the content.
Competition with TikTok: YouTube’s Evolution
The adoption of excess content on YouTube aligns with the rise of TikTok, suggesting a concerted effort to compete with the success of short-form video platforms. Creators are adjusting their content strategies, focusing on catchy openings and quick, engaging segments to align with YouTube’s evolving preferences and stay in the race.
Unintended Consequences: Unrealistic Expectations and Aspirational Living
However, the Era of Excess brings unintended consequences. The normalization of extravagant living showcased in these videos may cultivate unrealistic expectations among viewers. The aspirational lifestyle, though often staged and curated for content creation, could lead to dissatisfaction with one’s own life. Viewers might inadvertently find themselves pursuing an unattainable ideal, fueling discontent and a quest for a lifestyle that exists primarily in the realm of online excess.
In navigating this era, creators and viewers alike should approach excess content with a discerning eye. While it offers a unique form of entertainment, understanding the potential psychological impact and unintended consequences is crucial for maintaining a healthy relationship with the content we consume.
Theory of YouTube 