One of many new ways of informing young generations

by Florencia Acosta and Yanina Huaygua

Over the last decade, consumers’ attention and needs have changed and culminated
in the creation and the rise of new digital media platforms such as Twitch, Youtube,
YouNow, and Trovo. These platforms have made television less and less popular
among young audiences. Furthermore, many popular Argentinian streamers have
learned how to take advantage of this crescendo of digital media specifically on
Youtube. One of those content creators is Pablo Agustin, a YouTuber who shows a
particular approach to telling news that not only engages but also catches young
adults’ attention with a peculiar type of humour. Even though information can be
obtained through television news, Pablo Agustin has conceived a new way of
sharing information that is appealing to young adults.

YouTube is the most famous platform on which people spend time consuming
content. The large numbers of views and subscribers on this social media represent
the exponential popularity among users all around the world. In fact, some
YouTubers have become global social media stars such as Yuya, a Mexican fashion
and beauty vlogger that started posting videos on YouTube when she was a
teenager and is now a businesswoman who has received a star on the Las Vegas
Walk of Fame.

It is a fact that the YouTube phenomenon is not something new but Pablo Agustin, a
man in his early thirties, is a particular YouTuber who has been able to stay constant
in the peak of popularity among Argentinian young people since 2012 when he
posted his first video. Since 2020 Pablo has dedicated more time to produce his
content with a key factor that attracts youngsters: his humour. On Pablo’s YouTube
channel, a lot of different video sections can be found now. The most popular one is
called “Noticias y Memes”1. This is a summary of the lastest breaking news that
combines informative moments with popular memes and entertains young adults
who can feel a special connection with the content creator. This strategy of
composing a mixture of both information and humour has established Pablo Agustin

News and memes

as an opinion leader on the Argentinian social media stage.

Additionally, Pablo Agustin has successfully built a bond between himself and his
viewers by continuously interacting with them through his social media profiles.
During 2020 Pablo Agustin, like many other YouTubers, experienced a boom in his
video statistics as young adults preferred spending time on YouTube rather than
watching television. His audience grew because he represented a distraction from
the catastrophic news of the pandemic. On top of this, Pablo’s subscribers
continually encouraged him to deal with controversial topics such as global warming,
mental health, sexual identity and relationship problems within his videos’
commentaries section, those topics which were not mentioned naturally in television
in 2020. Although nowadays, traditional media tries to merge social media and the
old way of informing, this attempt has no point of comparison as regards the success
that Pablo Agustin has achieved with his audience.

Information can be obtained through television effortlessly, however, Pablo Agustin

has created a new way of sharing information that young adults prefer to watch. His
videos transmit information and entertain youngsters who can interact with Pablo
through different social media accounts. In this way, he has established a bond with
his audience in an alternative manner. A goal that traditional media has not achieved
yet.