YOUTUBE SECRETS: CRITICAL SUCCESS FACTORS FOR YOUTUBERS IN THAILAND

Abstract

Understanding the success of video on social media has become an important research topic. There were many key questions that had high scientific significance and wide practical relevance. This research aimed to study how five popular channels of Thai celebrity creators on YouTube had been doing to achieve a successful channel by using the statistics from YouTube Analytic; selecting nine optimization checklists that YouTube suggested the YouTubers to follow. The analysis revealed that there were the common optimizing factors that made them successful but the results were in different levels according to the number of factors they had done following the YouTube’s suggestions. In this research, it had also shown the six related factors helping guarantee the results and explained how they work. Moreover, this research also suggested the fundamentals of creative strategies for the YouTubers as the content was one of the most important factors to make the Channel successful. As YouTube was one of the digital platforms which was a potential one for earning money. Since it had been developed, it had transformed from a video-sharing site into a job opportunity for content creators in both new and mainstream media.