YouTube Personalities Try Out New Markets, Including Books

YouTube personalities are venturing into the world of books as publishers continue to seek the next popular authors. These content creators explain that they do not make much from YouTube, which takes 45 percent of advertising revenue, and see publishing as a new market to earn income. For instance, U.K. video blogger Alfie Deyes released “The Pointless Book” in Britain last month, and it rapidly became a bestseller. Meanwhile, others are looking into television shows, radio gigs, and even movie deals.

youtube“For the last few years, creators have been able to translate their YouTube success to offline opportunities. This is a hallmark of some of our most successful partners and is a sign of a new generation of emerging media brands,” a representative for YouTube said.

Comedian Grace Helbig will release a book titled, “Grace’s Guide: The Art of Pretending to Be a Grown-up.” Michelle Phan, a YouTube celebrity focusing on makeup and style tips, will soon release “Make Up.” Penguin Random House’s Harmony imprint will publish the book.

DreamWorks Animation’s AwesomenessTV has started its own imprint for YouTube personalities. They will publish “Runaways” by Beth Szymkowksi and “Side Effects” by Jen Calonita. 

Bethany Mota, style guru, and Joe Penna, “MysteryGuitarMan,” have their own television shows, Comedian Jenna Marbles has a radio slot, and Anthony Padilla and Ian Hecox, comedians, have their own movie deals.

“Cindy Dach, a co-owner of Arizona’s Changing Hands Bookstore, said book signings with YouTube authors have been particularly crowded, with young people lining up to get their pictures taken,” reports The Wall Street Journal. “‘I’m happy to sell six to 12 copies of a best-selling novel in a month,’ she said. ‘But when a YouTube star comes in, we sell hundreds in a few hours.'”