Why YouTube Viewers Love Refinery29

Refinery29 is a well known organization dedicated to refining women’s lifestyles. It began with four friends in one office in New York City. Today, they have offices all around the world, publish more than 2,000 stories a month, and have been named the fastest growing media company in the United States. They also run a successful YouTube channel with almost 500,000 subscribers and upload new videos on a regular basis.

Here are a few things YouTubers can learn from their channel:

1. Create useful content.

The channel has a series in which one woman, Lucie Fink, tries out health or lifestyle trends for five days straight and documents them so viewers can see the results. For example, she has tried sleeping for ten hours every night, cutting out sugar, cutting out coffee, abstaining from wearing makeup, and even going vegan.

The series is one example of how Refinery29 creates content that is useful to viewers; viewers are able to watch these videos and deduce if the trends are worth trying. Follow this example and try to create useful, substantial content that your viewers can learn from.

2. Use humor.  

One of the channel’s most popular series is a fictional series called, “Shitty Boyfriends.” In each episode, the protagonist navigates the dating world and has experiences that are exaggerated but still relatable.

This series effectively uses humor to relate to viewers and keep them interested. When creating videos, use humor to add appeal.

3. Get real.

Never be afraid to talk about difficult or controversial subjects. Refinery29 has a series entitled, “Get Real,” in which they invite individuals to discuss things about them that other people might not understand; for example, asexuality, the pressure on professional dancers to be thin, the experiences of being a model with vitiligo, etc.

Discussing these things creates solidarity with people who might have had similar experiences and effectively helps a voice to underrepresented populations. Never be afraid to “get real.”

Refinery29 uses its channel to inform, entertain, and help viewers improve their lifestyles.

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Jana DeGuzman is a Communication Studies major and French Studies minor at the University of San Francisco. She loves Mac DeMarco, Beyonce, and the ocean.

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