Vlogging’s great revival and the ‘Sulek Effect’
Trends are cyclical. Just as the Tumblr-era boho-chic and the 2010s indie sleaze have made comebacks, long-form YouTube content has also returned to the mainstream as an integral part of youth culture. It may seem like it never left, but the resurgence of long-form lifestyle vlogging is evident through the growing popularity of YouTube and video watch times - the world’s second most visited website has seen year-on-year growth of 3.8% for monthly active users to 2.68 Billion in 2023, with the average YouTube viewing session now lasting 40 minutes.
Sam Sulek, a bodybuilding YouTuber, has seen monumental growth in his channel since March of 2023. His long form content exemplifies the resurgence of vlogging, often clocking in with near daily videos that stretch over the hour long mark. This week’s 52INSIGHTS explores what’s behind Sulek’s success and what it means for the future of content creation.