Vlogmas: The Most Magical Time of The Year?
Capitalising on Christmas by making the most of the season where other media checks out.
When you’re a part of a certain community, it can be easy to forget that not everyone is familiar with the conventions of that group.
Such is the case with Vlogmas. And the reason I found myself eating dinner the other night trying to explain what it is, and why anyone would want to watch it.
For those who aren’t into vlogs on YouTube, you may be completely unaware that in December, some creators participate in Vlogmas, which is a hybrid word of vlog and Christmas. Which is interesting because vlog is a shorthand word for video log and Christmas comes from the term Christ’s Mass. So, it’s bastardised word, squared. Or should that be quadrupled? I’m not very good at maths.
Anyway.
Vlogmas essentially sees vloggers (or influencers, or content creators or whatever term you prefer) vlog a lot more than they usually do over the course of December. When Vlogmas first started it was an opportunity for daily vlogging. I will just back up a little, because for those who aren’t into watching vlogs, the idea that someone would film themselves going around their daily business, and that anyone would want to watch that seems unbelievable. But they do film it, and we do love to watch it.
Commonly, on beauty and lifestyle channels, a creator may put out a vlog once a week, or they may release one vlog and one other video, or they may create vlogs and mix them in with their other content. The other content may be a haul, an organisation video, a styling video… you get the idea. Some channels are solely vlogging channels. I’m not that into those.
Naturally YouTube has changed, and creators are uploading far less content. The reasons for this are many, but often, a channel has grown to the point where they don’t need to make so many videos, or, more likely they have in fact grown but are now creating content on a myriad of other platforms, so the YouTube videos slow down. However, in December the heat is turned up because lots of videos come back. That is if a creator chooses to participate. Many creators I follow, no longer participate in Vlogmas, or (in some instances), stick to a regular upload schedule at all.
The other day I saw this survey by Jenny Bourn (who recently changed her channel name from Wear I Live). I find this fascinating because Bourn feels the need to explain what Vlogmas is. Something a few years ago would have been an assumed piece of knowledge.
Bourn’s comment, ‘and actually do it…’ highlights the immense amount of work it is to film all day, edit and turn it around in 24 hours, a schedule which many creators couldn’t keep up with.
At the time of writing, the question has 2.5 thousand votes. Bourn’s YouTube has 239, 000 subscribers, and 17 of them commented. This raises other interesting questions about engagement and subscriber numbers, but I won’t go into that here. Bourn herself is in her mid 20s, so perhaps the audience haven’t been on YouTube long enough to know the tradition that is Vlogmas. When I searched for the phrase Vlogmas, the number of videos was ‘about 3,940,000’. Many of the titles were Vlogmas Day 1 or something similar, however many of them were ‘We are doing it’ or ‘Vlogmas?’. Both the latter, again, speak to the commitment, and shifting audience expectations. Vlogmas is no longer a given.
This is also mirrored in the comments by viewers. In response to Bourn’s question, people were either responding ‘yes’ with lots of exclamation marks or were quite pragmatic, acknowledging the workload and the value it would bring for the YouTuber. Here are some examples of these comments:
‘Would love to see a daily vlog from you in December. It could be just 10 mins a day, no need to put pressure on yourself.’
‘Absolutely love your content and how you would create a different vlogmas vibe to other people on the tube and it wouldn’t be overwhelmingly Christmassy! But no pressure just want the algorithm to support you cause you’re one of my faves on this site! X’
‘Not so into Vlogmas, but I definitely am into you getting that bread so I'd click and comment for the algorithm if you did!’
The decision to undertake Vlogmas seems to be one which the YouTuber shares with the audience. Because whilst it is a lot of work for people to make videos for this, it’s also a lot of content for the audience to keep up with. As a result, the discussion is often had with the audience. As was the case in one of Victoria Magrath’s vlogs.
Victoria Magrath is my favourite person to watch on YouTube. Previously under the moniker In The Frow, Victoria works hard and has accumulated 817,000 subscribers. I know I don’t know her, but if you watch a handful of her videos, I feel like that fact would become apparent. Her viewers agree, with one of them leaving this comment on her vlog, We’re Looking For A New Home – Big News, YOU are just the genuine article! Big shout out from Detroit, Michigan, USA! I’m such a fan! I’m so happy for you and your husband to be purchasing in Manchester! You go, girl!
Not to fan girl too much but runs her content work (I’m unsure what to call it) like a business and doesn’t care if the audience knows it. This is unique as many content creators who work with other people don’t make it very known. She has hired multiple people and does a ton of sponsored work some if it featuring in traditional media as well as online. So, she is an interesting case in crossing the invisible boundaries we can see on influencers (sticking to online platforms, celebrities are for traditional media etc.). Victoria goes hard on all her videos, but her Christmas vlogs are serious business. Her first Vlogmas video of this year, or as she refers to it, Frowmas, was over 50 minutes long. Each year there is a different intro like you would imagine seeing on a TV show. Also, each year is a chat that sets up people’s expectations as to what Frowmas will look like. But there is no doubt it is a huge part of people’s media routines. As exemplified by this comment on Victoria’s first vlog of the season, ‘I don't feel the Christmas spirit until frowmas starts soo exciting and cosyyyy’
Vlogmas provides many opportunities for the vlogger. More content equals more chances to build relationships. It’s also an excellent vehicle for sponsored content. Whether it be the usual integrated advertising or, the more time sensitive gift guides. In some instances, a whole image is built, and threads are made for those participating. For example, influencers get a lot of advent calendars, and some brands make some that are quite superior, and often not available for public consumption. A part of watching Vlogmas is watching influencers open these each day. You must keep up.
The content of Vlogmas is not always Christmassy, but it generally centres around that. Besides the things above, you generally see Christmas decorating, cookies, events (PR) and the wrapping of gits. Sometimes, it’s just vlogs which are more activity based like cleaning out their bathroom cabinets or going through a handbag collection. All regular activities which provide the audience with company.
It is also an interesting time if you were to look at how this content fits in the media landscape more generally. During this time, many traditional media outlets start their ratings break. This sees many regular hosts replaces by alternatives or shows swapped out. Sometimes the summer selection is just as good, or even better (!) but sometimes it’s very apparent you are interacting with a filler product. Online creators fill this void, and it’s noticed by the audience. Comments such as, ‘I've been binge watching 2020 and 2021 vlogmas. Thank you for sharing this series. We need it such much this year’ and ‘Honestly no idea what I'll do with my December mornings if you ever stop frowmas ’ show that it is an important time for content creators to capitalise on.
December is not the only time daily vlogging enters the YouTube fold. In years gone by, Everyday May and Vlogtober also saw creators pumping out daily content. However, as mentioned earlier the amount of work, and the creation of content on other platforms mean that these aren’t as much of a thing as they used to be. It seems that uploading at least once a day on Instagram and TikTok is more relevant.
Regardless, I am happy it is time for Vlogmas. It creates a sense of community and gives me something to watch when I am on the treadmill, and it seems I’m not the only one as one viewer commented, ‘This is a series I look forward to every year. It is my go to when I workout’.