YOUTUBE SECRETS: CRITICAL SUCCESS FACTORS FOR YOUTUBERS IN THAILAND

Abstract

Understanding the success of videos on social media platforms has become an extensive study. Many key questions had high scientific significance and wide practical relevance. This research aimed to study how five popular channels of Thai creators on YouTube had been doing to achieve a successful channel by observing and learning from the statistical data of YouTube Analytics. The researcher focused on nine optimization checklists suggested by YouTube to all YouTubers. The analysis revealed that there were common optimizing factors that made them successful. The results were on different levels according to the number of factors they followed from YouTube's suggestions. The results from this research also appeared that six related factors helped guarantee the results and explained how they worked. The research suggested to include the fundamentals of creative strategies for the YouTubers as the content was one of the most important factors to make the Channel successful. 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. Following the recommendations from this research may possibly help gain more views and earn more money.