YouTube has recently announced that they will be creating a YouTube Originals documentary about life in a day of people around the world on July 25^th. Anyone can film their day on July 25^th and submit the video to https://lifeinaday.youtube/intl/ko_ALL/ between July 25^th to August 2^nd. The edited documentary will be first released and premiered at Sundance 2021. It is planned to be produced by Ridley Scott, and directed by Academy Award winner Kevin McDonald. YouTube provided 4 questions that the users can talk about in the video, which are ①What do you love? ②What do you fear? ③Is there anything you want to change in this world? and ④What is in your pocket right now? Those whose videos are selected will be informed around the end of the year.

On this week’s trending list on YouTube US appeared several makeup challenge videos. The first was by James Charles, whose channel reached 20M subscribers. He recreated the makeup looks that his friends drew for him. The second video was by Glam&Gore, who is also known as a special effects makeup artist. Her video was to not touch your face until the makeup is done, and she stated that this video is to tell people how often we actually touch our face and how dangerous that is with the virus.

As there were many incidents and issues going on this week, most videos on the trending list were dominated by YouTubers who explain and analyze social issues. Some of the issues were about the fight between AOA Jimin and Minah, the car accident between a taxi and an ambulance, and the death of Park Won Soon, the mayor of Seoul. Some YouTubers summarized the issue, while others dived into different aspects.

After Song Daeik’s manipulative video last week, mukbang YouTubers would upload a video of them ordering pizza & chicken from that specific brand("Pizza Nara Chicken Gongju") and leave out two slices from the pizza, as if they were making fun of Song Daeik. They called this “Pizza nara chilcken gongju challenge”, named after the brand. The intention is to help out the brand restore its damaged brand image and promote the brand for free.

“SuburbanHomsteaderWY” was selected as this week’s Creator on the Rise on YouTube US. Most of the videos from this channel introduces the family’s lifestyle at the “Apple Cottage”, located in the Northeast corner of Wyoming. It can be referred from their channel name that they seek for a sustainable and organic lifestyle, and this is also portrayed in their videos. The channel currently has 25k subscribers and the topic of the video varies from gardening, sewing, baking to even reading. The most popular video on this channel is “Making the best Vanilla Extract you have ever tasted.”, which introduces how to make vanilla extract at home from scratch. It is presumed from the comments that viewers started to follow some of the recipes in this channel as they spend more time at home. Moreover, the family replies to each and every comment on the video, which helps the viewers to feel more connected to the YouTuber.

• The fight between a brand and honest reviewers

On this week’s YouTube Korea, “배재희프로의오늘의골프” channel was selected as Creator on the Rise. Bae Jae Hee is a pro golfer who played in the Korean national team, KLPGA and JLPGA. Through this channel, she aims to provide the viewers with real tips that she learned by herself during her 25 years of golf life. She first opened the channel in April, and already has over 35 videos. The video with the most view reached 230k views, and the average view of the videos is around 20k. She also replies to all the comments on every video in Korean or English, which makes the viewers feel that she sincerely does care about her subscribers. Most of the videos are shot at an wide angle but the audio is very clear, thus making it easier for the viewers to look at her posture and listen to instructions at the same time.

“우당탕탕마벨이네Retrieverfamily” was also selected as this week’s Creator on the Rise on YouTube Korea. This family raises 5 golden retrievers and few ducks and they all get along quite well. As dogs and ducks are not really commonly raised together, viewers seem to be more interested in how they get along. Videos from this channel are mostly vlogs and does not include any special or sophisticated effect but a simple subtitle. Most of the comments say that the viewers can feel how happy the animals are, being raised in a large house located in the countryside. Although channel has 47.5k subscribers, and the average view of the videos is 154k. While videos on cute pets can lead to higher views, it is getting more and more important to show the real life of pets and how happy they are. Viewers nowadays tend to care more about how well the animal is raised as some animal YouTubers in the past were accused of animal abuse.

This weekend, the YouTube beauty world erupted into drama. Shane Dawson, 31, and Jeffree Star, 34, two of the biggest stars on the platform, faced renewed backlash after allegations of racism, the sexualization of minors and back-stabbing swirled. The public call-out has resulted in an unfollow campaign that has led to both losing hundreds of thousands of followers.

Mr. Dawson and Mr. Star have been two of the most powerful and influential YouTubers for nearly 10 years. Mr. Star is also the C.E.O. of Jeffree Star Cosmetics, a popular makeup brand, which he started in 2014. Until recently, Mr. Dawson was a beloved creator who has been called the “king of YouTube.” He’s been a regular on the platform since 2008 and is connected and friendly with many other top YouTubers. Last year, he produced a docuseries on Mr. Star, which has nearly 150 million views; the two also released a makeup palette together. But offensive statements and videos that Mr. Star and Mr. Dawson posted in previous years are getting renewed attention. Mr. Dawson has racked up billions of views on YouTube, often by engaging in offensive humor. He has posted several videos in blackface, mocked those with disabilities, joked about bestiality, sexualized minors, and once spoke about “figuratively murdering someone.” On June 26, Mr. Dawson posted a teary apology to his channel, in which he tried to make amends for his past, declaring that he deserved to “lose everything.”

Mr. Star, a close friend of Mr. Dawson’s, also faced cancellation last week. Like Mr. Dawson, Mr. Star has been a fixture on YouTube since the early days. But while Mr. Dawson cultivated an image of a good-natured friend to all, Mr. Star has been called a YouTube “super villain” and is considered by many fans to be duplicitous. Beauty insiders have speculated that both Mr. Dawson and Mr. Star played a large behind-the-scenes role in stoking backlash against James Charles, another beauty YouTuber, last year. Mr. Star’s tight hold on the beauty community and broader relevance on YouTube has begun slipping, as has Mr. Dawson’s.

Neither Mr. Star nor Mr. Dawson responded to a request for comment. While many of these incidents have surfaced before, the repeated accusations against the two YouTubers at a time when the broader culture is coming to grips with rampant racism and problematic behavior could lead to permanent changes in the beauty world. Already, Mr. Dawson and Mr. Star are hemorrhaging hundreds of thousands of followers and face a storm of criticism online. Target has removed Mr. Dawson’s books from its shelves, according to Insider. On Tuesday, YouTube announced the company had suspended monetization across all three of Mr. Dawson’s channels. Outside of Mr. Star and Mr. Dawson, fans have begun to look at an entire generation of millennial influencers in a new light. Jenna Marbles, another YouTuber who had been on the site for a decade, recently quit after backlash to an old video in which she appeared in blackface.

As many older white millennial beauty influencers lose relevance, a newer, more diverse crop of creators is stepping in. “You have YouTubers like Raw Beauty Kristi, Jackie Aina, Nyma Tang, who are not problematic, and that’s just to name a few,” said Ashlye Kyle, 35, who runs a YouTube drama channel focused on the beauty world. “I think that they’re going to gain more influence.”

Even if Mr. Dawson and Mr. Star battle their way through this backlash, Ms. Kyle and others in the YouTube beauty world believe they’ll never regain the influence they had. “Do I feel like Jeffree will always have his stans and his next makeup launch will sell out?” Ms. Kyle said. “Absolutely. And will Shane’s next docuseries still get millions of views? Yes, I do. But the beauty community itself is finally seeing their true colors.” Will Larkins said: “This pyramid system where Shane and Jeffree are kings and everyone else is below them is over.”He added that “the next generation of beauty influencers, it’s going to be about artistry and not just drama. People are realizing we need more representation of people of color, Asians and every minority. The beauty world is a place to express yourself. The younger generation understands that better than the older beauty gurus.”

YouTube creators in the company’s Partner Program can earn money a bunch of different ways — through advertising, subscriptions, donations, live-streaming features, and YouTube Premium revenue. There are a lot of variables, and now YouTube is finally gathering all of those numbers in one place and giving that information to creators in the form of a new monetization metric called RPM. RPM, or revenue per mille, is a take on the standard metric YouTube creators already use referred to as CPM, or cost per mille (sometimes referred to as cost per thousand). Although the two sound similar, they do two different things. RPM is much more useful for creators who are trying to grow their channels and figure out where their monthly income is coming from. CPM measures the cost of every 1,000 ad impressions before YouTube takes its share of revenue, but RPM shows a creator’s total revenue (both from ads and other monetization areas) after YouTube takes the cut. This doesn’t represent a change to how much creators are making. Rather, it helps creators better understand where they’re making their money and how the revenue share breaks down.

Basically, if CPM is an advertiser-focused metric, RPM is tailor-made for creators. For example, RPM includes the total number of video views, including videos that weren’t monetized. This is designed to show creators how much they might be missing out on revenue-wise from videos that generate views but aren’t eligible for monetization and changes they can make to ensure future videos are monetized.