HopeScope, whose real name is Hope Allen, is a successful American YouTuber known for her authentic product reviews, unboxings, and viral trend explorations. Launching her channel in 2012, she has developed a substantial following, with over 5 million subscribers in 2024. Starting as a niche reviewer of activewear, particularly leggings, she was initially recognised as the “Legging Queen” (BetterBodies, 2020). Nowadays, HopeScope strategically expanded her content to include celebrity clothing, mystery boxes, lost luggage, and TikTok trends, demonstrating her adaptability in the dynamic digital landscape.

Following Stuart Cunningham and David Craig’s theories of creator labor (2019), HopeScope’s journey reflects the nature of modern content creation. Her evolution from niche activewear reviews to broader lifestyle topics embodies the “professionalizing-amateurs” model, where creators start as hobbyists or amateurs on digital platforms and then turn into skilled professionals who monetise their content in order to build a  sustainable career. Like many other YouTube creators, HopeScope is diversifying her content to maintain visibility and audience engagement. The reason why her videos are becoming more extreme and “over the top”  is justified by what Cunningham and Craig (2019) describe as “creator economy”, an economy which is precarious yet empowering and fulfilling.

HopeScope’s success relies on her ability to cultivate a strong sense of community, highlighting the balance between authenticity and entrepreneurialism. She engages directly with her audience through comments, and maintains a consistent presence on Instagram, exemplifying the “participatory culture” described by Jenkins (Cunningham and Craig, 2019). Her fans see her as relatable and trustworthy, particularly because of her emphasis on honest reviews. Her honesty helps her connect with viewers, which is important in a digital world where too much focus on selling can push people away. Her strategic adaptability aligns with the “good work” that creative labor represents in modern societies, allowing HopeScope to deal with algorithm changes while staying true to her unique style and content (Cunningham and Craig, 2019).

Written by: Autilia Federica Spiezia (33747963)

References:

Cunningham and Craig (2020) ‘2. creator labor’, Social Media Entertainment, pp. 65–114. doi:10.18574/nyu/9781479838554.003.0006. 

Better Bodies (2020) Hope Allen @hopescope – the legging queen, Better Bodies. Available at: https://www.betterbodies.com/community/post/hope-allen-hopescope-the-legging-queen?utm_source=chatgpt.com (Accessed: 29 November 2024).