Youtube vs Instagram as the source of Architectural
Insprirational
Case study: Architecture Student 2016 Universitas Atma Jaya Yogyakarta
Michael Edwardo
Universitas Atma Jaya Yogyakarta
160116362
michaeledwardo_98@yahoo.co.id
Emilia Anindya Saraswati
Universitas Atma Jaya Yogyakarta
160116385
emiliaanindyas@ymail.com
Abstract— In this modern age, social media has never stopped in
human life, including in the life of architecture. As time goes on,
people use social media in almost various aspects. for example,
architectural students who use social media as a source of
inspiration. in this journal, the author will discuss the use of
Youtube and Instagram, the most popular social media and widely
used as a source of inspiration in the realm of university
architecture students atma jaya yogyakarta generation 2016. In this
paper we will discuss how architecture students use Youtube and
Instagram, how often use it, the advantages and disadvantages of
the two social media itself.
Keywords-component; architecture; youtube; instagram
I. INTRODUCTION
A. Issue
On popular social media platforms, many users often
follow popular social media accounts, these accounts are
called social media influencers. Due to their popularity, many
brands approach these influencers and use influencers to
endorse or review their products. On a visually appealing
platform such as Instagram and YouTube, the work of the
influencers are more commonly observed. The work of the
influencers is to endorse or review products of several brands.
Influencers are there on almost all social media platforms, and
different types of types such as fitness, fashion, beauty, books,
Do It Yourself (DIYs) and many more (Belagatti, 2017).
Many times, the influencers are often unnoticed for the
work they do. Although with the rise of social media, there is
a growth in the influencer as a profession, many companies
are now realising the potential they possess. The brands
approach the influencers and are in a contact with them so that
the influencer endorses their brands. On a photography
platform such as Instagram, the fashion influencers mostly
Ardelia Desmonda Pranoto
Universitas Atma Jaya Yogyakarta
160116373
sisca.dela@gmail.com
Robby Gunawan
Universitas Atma Jaya Yogyakarta
160116602
robbygunawans98@gmail.com
endorse a product by wearing it and then tagging the picture
with the name of the brand (Izea, 2017). On a video forum
such as YouTube, influencers have the liberty and the time to
properly explain the features of a product as well as express
their opinions of the same (Media Kix, 2016).
This research paper looks into the work of the influencer
on these two visually appealing platforms both Instagram and
YouTube. This paper sees to answer the following research
paper: How often are social media users exposed to influencer
marketing? If the content is more preferable to
advertisements? Should the product endorsed be in sync with
the influencer’s job/ profile to impact an audience? What
brands are more likely to impact the audience? Are followers
willing to try or purchase the products showcased by the
influencer?
The theory that has been adopted in this research paper, is
Framing theory by Goffman. Framing theory suggests that the
media presents audience a particular information in a frame,
thus making the audience think and influence their choices
based on how they shall process the information. The frames
are abstract ways in which the media communicate their
message (Davie, 2014).
By this, we can imply that the work of the influencer
through product reviews, and product endorsements, are
presented in a frame to their followers. The frame (endorsing a
product) is analysed to see how well the idea (being a
desirable product) is presented by the social media influencer.
This is then also observed to see if it has the desired effect on
the audience (motivated enough to purchase the product).
B. Literature
The earliest research in this topic was conducted in New
Jersey, USA in the year 2010. The research mainly focused on
creating an algorithm, which helps identify the most suitable
influencer for the company. Based on the results from the
algorithm, the influencers can be divided into 3 tiers. Tier A is
group of influencers with the most number of followers, and
they are more current news oriented. Tier B is the group that
has reasonable followers however, they have a team which
helps them create their content. Tier C is has least number of
followers and are very influential as they dig deep into their
topics. Most brands preferred Tier C. The main purpose of this
paper was to identify the groups of influencers and help the
brands choose influencers wisely (Booth & Matic, 2010).
The next research was conducted in United States, in
the year 2011. This research focused upon what were the main
characteristics of the influencers. The method used was a
California Q-sort. This was given to 32 college students to
attribute the characters of the influencers. The results showed
that the influencers were perceived to be smart, ambitious,
productive, poised and social. The same characteristics were
attributed to that of a CEO (Freberg, Graham, McGaughey, &
Freberg., 2011).
The following research was conducted in Australia,
in the year 2015. This paper focused on how influencers
manage to create content without it seeming to be an
advertisement. The researcher conducted interviews with 120
personal interviews with 25 influencers. The personal
interviews also included their family, friends, advertisers,
brand and many more. The results found that there is a
responsibility towards the brand that an influencer is
endorsing and must showcase the most authentic behaviour.
They should also be very flexible to the needs of the brands
(Abidin & Ots, 2015).
The following research was conducted in Sweden,
May 2016. The paper mainly focuses on the work of
Instagram influencers on the gymming and fitness industry.
The method was a process of interviews and an experiment.
The results suggested that the attitude of consumer’s ca be
classified into 3. The positive attitude included genuinely,
interests, reginal, and positive content. The negative content
included the content being too forceful, selfish. The last form
of content included maybe this meant them either felt positive
or let down (Jargalsaikhan & Korotina, 2016).
The following research was conducted in North
Carolina, America in 2016. This research paper studies the
brand Maybelline and sees how Maybelline's communication
strategies through social influencers and social media are used
to get to the audience. The results found that the content was
relatable, transparency amongst brand and purchaser, and
lastly forms a connection between the shopper and brand that
eases the worry of applying items (Forbes, 2016).
The following research was conducted in Belgium, in
August 2016. The paper focuses on if the number of followers
determines the popularity of the person and based on this if
they agree to actually choose to believe their opinion from the
marketer’s point of view. The results found that with high
number of followers, the idea is triggered that the product may
not be exclusive after all, as many are interested in it. Hence
marketers must choose the quality of content presented by the
influencer than the number of followers as this is more
important (Veirman, Cauberghe, & Hudders, 2016).
The following research was conducted in Texas,
America in November 2016. This research paper looks into
how the brand is choosing upcoming social media celebrities
as their brand endorses in the field of fashion. It was found
that the collaborations with the brand was inquired by the
influencers themselves. There was a spike on engagement rate
when the products were endorsed close to New York Fashion
Week (Thornton, 2016).
The next research was conducted in Sweden, May
2017. The paper’s main focus was on how the audience
perceives the fitness sponsored video on YouTube. The
method was done by analysing data from popular videos and
the YouTube channel. The results found that the product is
usually marketed through discount coupons or giveaways,
however, the success rate of people actually buying it is very
rare. If the audience is aware that the brand is shown with a
motive the vlogger is most likely to receive a negative
feedback. However, if they show it subtly and naturally as if it
were a part of a conversation, then, the audience is more likely
to perceive it naturally and positively (Kauppinen & Pavlova,
2017).
The next research was conducted in Virginia,
America in May 2017. The paper mainly focused how the
brands are turning towards social media influencers to endorse
their products. The method used was a questionnaire. The
results indicated that perception of the product was in relation
to what the influencer says about the product (Burke, 2017).
The next research was conducted in Netherlands, in May
2017. This research explores the impacts of message sidedness
and item delineation in limited time posts on Instagram on
customer reactions. The method, was done with 266 college
students and was an online study. The results found that when
the influencer uses a message which conveys the features as
well as the reasons to use the product, the followers believed
that more than just features of the product. The attention was
given more to the product endorsements of the influencers
who had effective reviews, although the endorsement may
seem that their aim is to sell (Braatz, 2017).
C. Backgrounds
Instagram is a social media that focuses on photography,
short videos, and stories stories and recently the term IG TV
has appeared. While Youtube is social media based on video,
whether it's only a few minutes or can take hours. The author
decided to discuss the two social media because many users
use both applications. In this paper, we will discuss how often
the community, especially the 2016 architecture students at
Atma Jaya University, uses Youtube and Instagram, the
advantages and disadvantages of both applications, and the
comparison of the two applications.
A. The Problem
1. How often are architecture students 2016 at Atma
Jaya Yogyakarta University using social media?
2. What are the advantages and disadvantages of
Instagram?
 3. What are the advantages and disadvantages of
Youtube?
4. What social media do architecture students 2016 at
Atma Jaya Yogyakarta University often use to look
for inspiration and architectural design data?
5. Among these two social media, do architecture
student 2016 at Atma Jaya Yogyakarta University
follow accounts related to architectural design? And
how big the percentage is?
B. Research Purposes
1. To find out how often architecture students Atma
Jaya Yogyakarta uses social media.
2. Describes the advantages and disadvantages of
Instagram.
3. Describes the advantages and disadvantages of
Youtube.
4. Conclude what social media that is often used by
architecture student 2016 at Atma Jaya Yogyakarta
University.
5. Explain how influential social media is towards
architectural or design figures.
II. DISCUSSION
First in this paper will discuss a brief explanation of
Instagram and Youtube. starting from the beginning the
company was formed, its subsidiaries, and institutions or
companies that work together with the two or one of the
largest and most favorite application companies. Which will
be discussed first is Instagram, the following explanation
below:
A. Instagram
Initially the Instagram application which was still
called Burbn was founded by a company called Burbn Inc.
and pioneered by their two CEOs, Mike Krieger and Kevin
Systrom in 2010. Instagram is a photo and video sharing
application that allows users to take photos, take videos,
apply digital filters, and share them to various social
networking services, including Instagram's own. One
unique feature on Instagram is cutting photos into square
shapes, so that they look like the results of Kodak
Instamatic and polaroid cameras. This is different from the
4: 3 aspect ratio commonly used by cameras on mobile
devices.
Advantages Instagram
 Instagram has a privacy, if we want other people to
not be able to see what our Instagram contents are or
don’t wanna stranger follow our account, then we can
lock the instagram.
 Instagram has various features for editing our photos.
And most favourite filter are dog and beauty filter.
 Instagram includes our Followers and Following.
 Instagram is widely used compared to other social
media.
 Instagram can follow without limits.
 Very easy promotion.
 Easy to use. Even school grade children can have an
Instagram account.
 If we want to open a business, many people use
Instagram.
 We can easily see photos of people and artists.
 Can connect with other social media.
Disadvantages Instagram
 Instagram only has 2 contests, photos and videos.
 The maximum video duration is only 1 minute.
 Photos that are shared are small, so the photos look
less clear.
 Instagram doesn't display a cover picture, only
displays a profile picture.
 Competition is very tight, because many use this
intagram.
 If we make a transaction it is less practical.
 Instagram must be updated regularly.
Then the second discussion is youtube, the following
explanation below:
B. Youtube
YouTube is a video sharing website created by three
former PayPal employees in February 2005. This site allows
users to upload, watch and share videos. The company is
headquartered in San Bruno, California, and uses Adobe Flash
Video and HTML5 technology to display various kinds of
user-made video content, including movie clips, TV clips, and
music videos. In addition there are also amateur content such
as video blogs, short original videos, and educational videos.
On October 9, 2006, Google bought YouTube for US $ 1.65
billion. The purchase agreement between Google and
YouTube came after YouTube completed 3 agreements with
media companies to escape copyright infringement claims.
YouTube continues to operate freely with its founders and 67
company employees. The agreement to obtain YouTube was
finalized on November 13, 2006, which was Google's biggest
acquisition.
Advantages Youtube
 Can see and upload videos that we like
 As a place for self promotion
 Can download every video
 Can learn to stream, many useful videos
 The size is HD, it can be downloaded
 Lots of videos
 Long and infinite video duration
 Can make money if you work with youtube
 Disadvantages Youtube
 Can be misused by users
 A lot of misleading information
 Many countries block Youtube
 Because it's too free to upload, there are lots of
useless videos or pornographic videos uploaded
 The picture faltered
 Many videos with poor quality
 Not suitable for slow conection
 Can not be downloaded directly
III. SURVEY RESULT
To conduct research, we authors conducted several
surveys using the google drive application. We chose to use
Google Drive because in our opinion, Google Drive also
includes social media, and the majority of Atma Jaya
Yogyakarta architecture students already use mobile phones,
so filling forms online is easy and can also reduce paper usage
so that they can contribute to the sustainability of the earth .
Of all Atma Jaya Yogyakarta architectural students there were
100 respondents who had filled out surveys and entered the
system. After this we will describe some of the opinions that
come in.
Chart Title
Seldom (1-2 hour/day)
Midle (3-5hour/day)
Often (6- 8 hour/day)
0.00% 10.00% 20.00% 30.00% 40.00% 50.00%
According to the results of a survey of Atma Jaya
Yogyakarta students in the 2016 Department of Architecture,
the average use of social media in a day is that users tend to
use social media in the 3-5 hours / day with the highest
percentage of 47%. And followed within 6-8 hours / day with
a percentage of 39.4%, and the last within 1-2 hours / day with
a percentage of 15.2%. It can be concluded that the 2016
Architecture students tend to use social media at 3-5 hours /
day for their needs.
Sales
Instagram Youtube
According to the survey results, 2016 architecture
students use Instagram to find inspiration and data in terms of
architecture with a percentage of 68%. because using
Instagram is easier to use and more instant to use. And
Instagram has more content and more interesting pictures.
Meanwhile, YouTube has a percentage of 32%. They
did not choose YouTube because YouTube was impractical,
spent a lot of quota, and not many images.
In the world of architecture, social media is very
Sales
YA
TIDAK
much needed. Social media is very influential in terms of life
in the world of architects. They can find inspiration, tutorials,
data needed in the design process, to promote design, and
much more. One of the most used social media is Instagram
and Youtube.
On Instagram and Youtube there are many accounts
based on architecture and design. These accounts are very
useful for designing purposes for architecture students at the
Atma Jaya Yogyakarta University class of 2016. Taken from
the results of survey data, students of Architecture at the
University of Atma Jaya Yogyakarta force 2016 follow the
accounts based on architecture and design. From the survey
results there were around 95.5% of the 2016 students of
Architecture at Atma Jaya Yogyakarta who followed these
accounts.
They followed these accounts to find inspiration in
designing, and to search for data, and to find tutorials for using
software.
 C. Instagram
Judging from its function, Instagram is an application
based on photos and videos. Therefore, many people are
happier and more comfortable using Instagram to upload their
daily photos, upload their daily videos, upload their works,
and still have many other activities. In terms of architecture,
Instagram is used to upload their work and its main purpose is
to sell designs by utilizing viewers from Instagram.
According to the survey results, those who choose the
average Instagram answer that Instagram is easier to search
Chart Title
Graphically Communicative
Many Content
Easy to search (hastag)
0.00% 20.00% 40.00% 60.00%
(hashtag), more content on the Instagram, and communicative
graphically or image. With each percentage that is in easy
search answers has the highest percentage of 40.9%. Then
followed by answers to more content with a percentage of
36.4%, and for communicative answers graphically have a
percentage of 33.3%.
Chart Title
Intresting Content
More Detailed Video
Long Video Duration
0.00% 10.00% 20.00% 30.00% 40.00% 50.00%
Apart from its advantages, Instagram has a bad effect
on the mental health of teenagers in the world. According to
the Royal Society for Public Health Survey (2017), it is
emphasized that Instagram is considered as the most adverse
social media for mental health itself. Mental problems that can
arise as a result of using Instagram as follows:
 Anxiety and depression due to comparing yourself
with other people's posts.
 Fear of Missing Out (FOMO) arises.
 Images related to the ideal body shape give rise to an
inferiority complex.
Chart Title
Spend more quota
The
Video Royal
Can't Society for Public Health Survey (2017)
be Download
Short Video Duration
0.00% 10.00% 20.00% 30.00% 40.00%
 Poor sleep quality due to excessive use of Instagram
can cause stress.
Based on the results of the existing survey, they
assessed the lack of instagram, with the top results on the
duration of the response to the short video with a percentage
of 37.9%, followed by video answers that cannot be
downloaded with a percentage of 30.3%, and answers with the
lowest percentage in the answer spent quota with a percentage
of 24.2%.
A. Youtube
Between the goodness of using this YouTube
webpage it is easy to share with other application users such as
the Instagram application. For example, at the bottom of the
video there will be a user partnership option. Therefore, users
easily click on the 'Like button' and recommend it to another
set of applications. In this way too, social media pages can
maximize the capacity of user video sharing.
            Where in the field of marketing, too, for increasing
sales promotions, users can deliver video links to other users'
bulletin boards. If other users are interested, your video gets a
unique outlook and the opportunity to have new customers
also increases.
            In addition, the goodness of Youtube web pages is that
they may be registered and used for free for life. No
registration fees or other fees are charged. Youtube also uses
'Strategic Tagging' which allows users to tag your videos with
keywords. Keywords may consist of words or phrases that
make your video appear in user-related searches. 'Tag' is also a
principle for Youtube to escort the video that appears in the
related video section.
Can be seen from the data we get from respondents,
that youtube has good advantages compared to Instagram. It
starts with a longer video duration than Instagram, because
Instagram only allows to upload for 1 minute. Videos
uploaded on YouTube have a better level of detail than
Instagram because of the duration of videos that can be
uploaded. The content provided on the YouTube app is more
interesting because the YouTube application has a provision
that people over 18 years can access all content that is on
YouTube, so the content presented on YouTube has more
choices and is not difficult to find something that is needed.
But behind the simplicity and convenience that is
available when using this Youtube webpage, there are also
some weaknesses in it. Among his weaknesses is no womb
control. The goal he established is to load up videos that have
a good purpose for getting thousands of views to users'
Youtube videos. But beyond that, there are also users who
have misused using this webpage. Such things are like users
learning to 'remix' videos and audio and realize the element of
surprise. Mother father users also cannot guard any of the
actions of their children looking for and watching Youtube
videos. The contents of the contents that are loaded up also do
not have any barrier to the comments of other users such as
the use of language, humiliation of people and also the threat
of malignancy.
            The second drawback is that the video loaded up
causes it to be fresher than the search. FreshTypically in
Google search, older than 'post blog', more he will be taken to
the page of the decision sought. This is because the page has
increased the level of credibility in online. For comparison,
search YouTube doesn't act that way. Instead, he considers the
latest video as 'hits top-rated'. There is what is recognized as a
"freshness" factor in each video. So in an effort to video users
to high ranks and generate praise, users must have either given
up the original or loaded up their original if you got a period
and released an older video.
In addition, there are also Youtube users who have
misused it by violating the copyright that belongs to any
registered company. For example, such as recording activities
that were originally shown on a video and then loaded up to
the page to make it easier for other users to watch and
download without being charged with any boarding.
Chart Title
Spend More Quota
Less Content
Lots of Advertisement
0% 10% 20% 30% 40% 50%
But from some of the advantages possessed by
YouTube, there are also some disadvantages that YouTube has
compared to Instagram. Compared to Instagram, YouTube has
more ads in each video to watch. Each video can have two or
three ads. Sometimes this makes people who watch annoyed
because they are watching, cut off by the advertisements that
aired. Apart from that youtube has a disadvantage which is
quite annoying. Watching videos on youtube is faster to spend
on internet quota owned. This is because when watching
YouTube internet quota will continue to run because it will be
accompanied by the appearance of advertisements and
refreshing the suggested videos.
D.Findings and Discussion
The survey of 8 questions was answered and filled
online by 100 respondents. The majority of the respondents
belonged to the age group of 18-21 years, and most of them
were women. Majority of the respondents follow popular
influencers on Instagram and YouTube. The questions
were asked if they have ever viewed product endorsements
and the majority answered yes. When asked if they had
viewed the advertisement of the products reviewed, the
majority said yes. However, when it came to remembering
the product reviews, the majority answered sometimes as
this maybe because they may have viewed various product
reviews at once, this was the same with remembering the
advertisements.
The majority of the respondents answered that they
could remember the product review they viewed mainly
based on the content and the way it was presented. When
asked what kind of products were more likely to grab their
attention and buy it, the respondents answered for fashion.
Majority also answered that they mostly viewed product
reviews on YouTube and Instagram. Majority also
answered that they would prefer product reviews to
advertisements. When asked what made the influencer’s
work more credible, the majority answered that it was their
content and not their popularity factor. It was also clear that
the majority of the respondents would buy a product post its
endorsement.
After the experiment with the 10 members in the
focus group and interviewing them, the researcher then
derived 14 themes from the interview. The themes include:
Relatable Content, Time, Impact, Personal interests,
Intention, Self-representation, Reviews, Content
presentation, Credibility, Emotions, Engagement, Expense,
Market, and Loyal. Each theme has been discussed
individually.
Relatable content generally talks about how the
content put out by the influencer needs to be easily
understandable and jargon free. Content is about how the
content needs to focus on both the positives and the
negatives of the product. Time is about how it is beneficial
if the video is short in nature. Impact focuses on how the
sample did feel motivated to purchase the products which
were endorsed. Personal interests are the intrinsic
motivational factor that determine the action of a person
after they view a product review. Intention is about if the
viewers perceives that the influencer’s main intention is to
sell the product or not. Self-representation, focuses on how
one sees themselves in the place of an influencer while
viewing their work. Reviews are about how well the
influencer reviews the product.
Content presentation is about how well the
videography or the photography was involves, as it shows
professionalism. Credibility, is the factor which determined
if the source is credible enough or not. Emotions, is the
factor that is found in advertisement and not in product
reviews, this making it more objective. Engagement is
about how the influencer comes up with different styles of
content to keep the audience engaged. Expense is the main
pricing of a product. Market is the specific target audience
that both the influencer and the advertisers aim for. Loyal is
a factor which is about how a few of them are loyal to
certain products, while the others are loyal to certain
influencers.
The interviews were then conducted with 3
influencers, and the researcher narrowed down up to 13
themes form the interviews. Medium, Business profile,
Barrier, Presentation, Deliverables, Visibility, Teamwork,
Content, Trials, Conflict of interests, Promotions,
Interaction, Prospects. Each theme has been discussed
individually.
 Medium was derived after interviewing the
influencers about why they choose the medium of either
YouTube or Instagram. Business profile was derived from
interviewing the influencers about why they choose the
Instagram as a platform, to begin with. Barriers were
derived from interviewing the influencers about what was
their toughest part of their job. Presentation has been
derived from interviewing the influencers about how the
presentation of their work should be. Deliverables is
derived from interviewing the influencers about how they
need to meet the requirements given by the brands.
Visibility is derived from interviewing the influencers and
about how they keep themselves visible amongst the brands
and the companies. Teamwork is derived from interviewing
the influencers when they were asked about if they have a
team that helps them out in their work.
Content is derived from interviewing the influencers
when they were asked about how they come up with
content for their posts. Trials is derived from interviewing
the influencers when they were asked about what makes
their content so authentic in nature. Conflict of interests is
derived from interviewing the influencers when they were
asked about how they deal when they face a conflict of
interests between the PR of the brand and their own style of
presenting the content. Promotions is derived from
interviewing the influencers when they were asked about
how coupon codes worked. interactions is derived from
interviewing the influencers when they were asked about if
the brands get back to the influencer after they endorse a
product and the reaction of the followers after they see a
brand endorsement. Prospects is derived from interviewing
the influencers when they were asked about how influencer
is as a profession.
IV. CONCLUSION AND LIMINATIONS
E. Conclusion
From analysing the survey results it was observed
that the sample prefers product reviews to advertisement
and hence it is more effective in nature. The sample
remembered the product reviews better due to their content
and presentation. From the interviews it was derived that
the influencers do have a great level of influence on their
viewers which is usually observed that the viewer is more
likely to associate and comprehend the product the same
way as the influencer presents it. From the interviews with
the influencers it was derived that authenticity of their
content is critical to keep the audience engaged despite
having conflicts with the brands.
The main reason the viewer is prone to buy the
product is that the review is either positive or negative –
which is provided by the influencer. Hence the audience is
motivated and unknowingly made to think in the same
frame as presented by the influencer. Hence the framing
theory is proved through this research paper.
As a conclusion, social media users are very often
[10] Jargalsaikhan, T., & Korotina, A. (2016, May). Attitudes towards
Instagram. Retrieved from http://www.diva-
exposed to marketing by social media influencers. The
content presented by the influencer is definitely more
preferred than advertisements as it is more elaborate and
unbiased in nature. The product endorsed should be in
sync with the influencer’s job/ profile to make an impact
on an audience this is because the review presented by the
influencer is perceived to be more knowledgeable as they
are professionals in their field. The brands that are more
likely to influence the audience is fashion, beauty and
fitness products. Most of the times the product that is
showcased in the work of an influencer is often received
with a positive impact and the audience are willing to
purchase the products showcased by the influencer.
Through this, all the research questions have been
answered.
F. Liminations
The limitations to this study include, that the study is
specific to the region and hence cannot be applied
worldwide. The interviews conducted with the influencer
sample is small and could be bettered. The results of the
research paper were derived from studying both qualitative
and quantitative methods from a particular age group of
18-21 year old college students. The research paper
focuses only on the influencers from a visual social media
platform and the same may not be applicable with other
platforms.
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https://www.influencive.com/the-importance-and-impact-of-influencer-
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