Reaction videos are one of the biggest categories on YouTube and stormed the platform. These videos are more than just entertainment; they help create a sense of community and shared experience, whether that’s watching someone discover a beloved song for the first time or seeing their take on the latest TV drama.

From David Craig and Stuart Cunningham, creator labor captures YouTubers as entrepreneurs, engaging in the reciprocal business-creative game of balancing enterprise. A great example of this can be found in a type of video called a reaction video. Though they may seem simple—just someone reacting to content—there is quite a bit going on behind the scenes, Creators are building their own brands, engaging with their audience and learning how to make a living while still keeping it fun and authentic.

Sarah Banet-Weiser and Zoe Glatt explore feminist YouTubers’ use of their platforms to express cultural and political views. “The same idea is true for reaction videos, because producers often employ their reactions to highlight marginalized perspectives or discuss consequential issues. The genre is so alluring because it balances serious commentary with the pleasure of superficial enjoyment. The fluidity with which creators switch between advocacy and entertainment lends depth and meaning to their channels.

Byrd McDaniel’s also brings another element to the table with response videos to music and the performance of listening. To watch someone genuinely enjoy a song for the first time read as personal and genuine; it’s the equivalent of learning it along with them. These videos take private activities, like listening to music, and make them communal and shared. Take reaction videos for example: the hugely popular first time Hearing ‘Bohemian Rhapsody’ by Queen – Reaction video, in which the creator reacts to hearing the song for the first time. There is a lot of genuine excitement and surprise in the video that is experienced collectively by the viewers who can relate to the creator’s raw reaction.

Reaction videos are a testament to how dramatically YouTube has reshaped the ways we interact with content, and with each other. It’s more than just what’s on screen; it’s bringing people together, sharing feelings, creating a gathering space. It’s why we keep coming back for more.

References  

– Craig, David, and Stuart Cunningham. “Creator Labor.” ‘The Oxford Handbook of Media and Society’, 2019.  

– Banet-Weiser, Sarah, and Zoe Glatt. “Productive Ambivalence, Economies of Visibility, and the Political Potential of Feminist YouTubers.” In ‘Creator Culture: An Introduction to Global Social Media Entertainment, edited by David Craig and Stuart Cunningham, 39-56. 

– McDaniel, Byrd. “Popular Music Reaction Videos: Reactivity, Creator Labor, and the Performance of Listening Online.” ‘New Media and Society’, vol. 23, no. 6, 2020, pp. 1624-1641.  

– “First Time Hearing ‘Bohemian Rhapsody’ by Queen – Reaction.” YouTube, https://www.youtube.com/watch?v=WVJRfa3XZSk

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