YouTube has transformed content creation, with one of the most popular genres being haul videos. In these videos creators showcase new products like clothes, makeup, or tech. Many influencers become viral by combining entertainment with consumerism in making those haul video. However, these videos are not simply made for entertainment, they also encourage viewers to buy the same things, influencing their purchasing choices. These haul videos represent a significant shift in how products are marketed and how creators interact with their audiences.

Creators/influencers in the haul genre embody the concept of creator labor, where they not only entertain but also help sell products. Making these videos requires more than showing items, it’s about building a personal brand, gaining trust from viewers, and subtly promoting products. According to Cunningham & Craig (2019), creators use their personalities and relatable content to create strong connections with their audience, making viewers feel like they know them personally and trust their recommendations.

Haul videos have become a new way of advertising. Companies and brands partner with creators to feature their products in the haul videos, blending them into the content in a way that feels natural and less like traditional ads. This method is more engaging and convincing, as it feels like a personal recommendation rather than a straightforward ad. As a result, these videos often lead to more interaction and higher conversion rates. This type of advertising shows how entertainment and consumerism are coming together on platforms like YouTube and Tiktok.

In addition, haul videos emphasize YouTube’s participatory culture. Viewers aren’t just watching; they interact through comments, likes, and suggestions for future content. This engagement helps build communities around creators, where fans feel involved in shaping the content and the products promoted (Cunningham & Craig, 2019).

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Cunningham, S. & Craig, D., 2019. ‘Creator Labor’, Social Media Entertainment: The New Intersection of Hollywood and Silicon Valley, pp. 65-114.