YOUTUBE CONTENT CREATION AND ONLINE BUSINESS PROMOTION-UGC CARE LIST AUG 2022.pdf

YOUTUBE CONTENT CREATION AND ONLINE BUSINESS PROMOTION
- A STUDY WITH BOOMING TAMIL WOMEN YOUTUBERS
*Pugalendhi R
**Dr Janet Mary S
Abstract
The Supreme figure of social media users around the world is increasing day by day. With 2 billion users in 2020 and 2.29
billion users in 2021(We are Social, 2021), The Challenges and reputable factors of Content Creation on YouTube. The
intent of this study is to deliver a logical discussion of the various aspects of popular YouTubers who use YouTube is a
primary tool for their business. YouTube will become the second most used social media platform in the world. By 2021,
more than 2 billion users will be logged every month. Significantly, consumers will watch more than one billion hours of
videos every day on YouTube (YouTube, 2021). And most YouTube users turn their visitors into consumers through online
commerce. This study is an attempt other’s brand through the YouTube channel. A study was conducted among 31 Popular
Tamil women YouTubers. In addition, this study shows effective ways to apply for online business; How YouTube viewers
and subscribers convert into to consumer. The Descriptive Analysis was done with the help of SPSS version 16, Also
ANOVA test outcomes of this research article shows that YouTube content creation and Video Promoting skills lead to
becoming digital entrepreneurship, YouTube platform helps to distribute their brands to the mass people.
Keywords: YouTube Content Creation, Tamil Women YouTubers, Online Business Promotion.
INTRODUCTION
The Social media introduces a unique platform for product marketing. Marketers are not concentrating on traditional
business promotion tools. In recent days, Most of them involved in advanced Social media like YouTube. The impact
of online video sharing sites on purchasing purposes focuses on the current situation. Online video sharing sites (e.g.
YouTube, Vine) value advertising value $37 billion by 2022 and has become popular among young consumers
worldwide Marketers. In that sense, firms are increased to using social media to introduce themselves Products on
many sites like Facebook, Twitter, Instagram,YouTube etc.,
Tamil female YouTubers have increased in the last three years. 5 Popular Female Tamil YouTubers How do they
do online business through their channel, structured questionnaires were surveyed through Google form and data was
collected. Today online trading is done in various ways all over the world, YouTubers are posting websites like
Amazon and Flip-kart through YouTube and they are doing more to increase online business (YouTube, 2021)
Journal of the Oriental Institute, ISSN: 0030-5324, UGC CARE LIST NO. 135,
Vol. 71, Issue. 02, No.18, April-June 2022, pp. 141-150
*Department of Visual Communication, Sathyabama Institute of Science and Technology, Chennai,
pugal.viscom@ sathyabama.ac.in
**Department of Communication, Madras Christian College, Chennai, janetmary@mcc.edu.in

142 PUGALENDHI R, DR JANET MARY S
There are many ways to earn money online. One of them is YouTube. YouTube Just as Wikipedia has all kinds of
information, so there is no information available on the YouTube video site. M. Dachyar et., al (2017) Blogs, online
ratings, Social media pages and web pages or Social site. Most social media channels, such as YouTube, are funded
Advertising makes YouTube advertising ubiquitous in the daily lives of key users, I.e. Generation Y.Cohardt (Arazo
et al., 2017). YouTube (Social Media) is the most visited YouTube channel in the world and today many female en-
trepreneurs are making money by doing their online business. The proliferation of content ads on this growing digital
video site has caught the attention of global marketers, who use YouTube as a channel and use YouTube to reach the
next generation through tailor-made ads and branded marketing communication, especially as the group is poised to
raise $ 5 trillion. Parents (Baby Boomers) (Tegani et al., 2016; Kim, 2018). Female entrepreneurs sell their products
via online or post videos about it. It also uploads technical content, screen reviews, video tutorials, beauty tips, mim-
icry, tour site videos, songs, music, video blogging animation and more (YouTube, 2021).
LITERATURE REVIEW
YouTube acts as a messenger and facilitator of feedback based on the content and the substantial information provided
by the audience through their comments and ratings (Kilgour et al., 2015). In many cases according to Wang (2015),
future research should consider other factors that could affect YouTube’s purchase intentions. Arajo et al. (2017) A
comprehensive analysis of YouTube usage patterns in other countries emphasizes how local differences may affect the
overall temporal dynamics. Hansson, Stanic (2017) proposes further investigation into demographic factors (e.g.
gender differences) that may affect the Y generation’s attitude toward YouTube content / advertising. Balakrishnan,
Manikkavasakam (2016) also suggests that little is identified the impact on population and different user consumer
perceptions toward social media advertising habits. As a result, YouTube provides a unique environment for
understanding Y-generation targeted advertising, and seeks to establish whether there are differences in this group as
dictated by Bolton et al. (2013) based on country, usage and demographic independent variables.
The study’s main goal was to determine the impact of YouTube advertising among South African and Romanian
generation Y Cohart users. The behavioral approach relationship will also be explored to assess whether there is
diversity within this partnership. Pick two national races and derive from the work of many. (2014), based on the
generation Y members of two developing countries showing similarity in budget allocation for voice and data
communication. YouTube play vital role like Television Media (Westenburg, 2016; Arazo et al., 2017; Foy, 2018).
YouTube strikes as the perfect environment to deliver an impressive customer: More than 1 billion users, local
versions in more than 88 countries and 76 different experiences Languages (YouTube, 2019; Smith, 2018). Notable
video sharing site, YouTube Provides emotion by combining movement and sound in videos that users can upload
Allows ratings and comments regarding the content and quality of the respective videos (Oliha, 2011; Araújo et al.,
2017).YouTube is considered as a useful communication tool that provides a lot of information By using rational
structures and emotions, it proves itself to be an adequate medium Advertising (Khan, Wong, 2014).
BASIC REQUIREMENTS FOR LAUNCHING A YOUTUBE CHANNEL
A computer with an Internet connection must have a video camera. The first step is to start a YouTube account and
launch a new channel. The name of the starting YouTube channel should be different and easy to attract. Provide
information on video recording after upload. They give the title in English in a color that easily attracts the audience.
They post what is in the video in the Description area. In the Tags area they give easy words to search the video. In
this way they attract more visitors and customers.
YOUTUBE AS A MARKETING PLATFORM
YouTube is becoming a “global video platform” that competes around the world for advertising revenue. Marketers are
rapidly connecting to YouTube as the site grows in popularity. YouTube varies from conventional media advertising

YOUTUBE CONTENT CREATION AND ONLINE...........BOOMING TAMIL WOMEN YOUTUBERS 143
websites because it allows for the formation of new relationships and the strengthening of communities. J.Fondevila-gasc
et.,al(2020) On YouTube, individuals and companies are run their own YouTube Channels. Users may promote their video
on YouTube channels by organizing their content in a variety of ways; nevertheless, other users who follow or subscribe to
Channels. Y. Shan et.,al(2019) YouTube was launched in 2005 and it was growing in popularity ever since. On YouTube,
more than 100 million videos are watched every day. On YouTube, Journalists, tourists, food bloggers, producers, and
directors share videos and collect responses and feedback from the people. With the support of YouTube, chances are
articulated in video format; making content available to anyone interested in consuming it occasionally.
CCKi et., al(2020) YouTube have introduced a video content marketing approach to the current generation that
did not exist previously. With billions of users accessing YouTube for marketing, it’s critical for marketers to
understand YouTube’s qualities as online streaming becomes more ubiquitous. Users are encouraged to meet fresh
people and become a part of a community by using web technologies. Community members can easily increase
followers to gain the respect of peers through the interactive features of the communities.
OBJECTIVE
•• To find out obstacles faced to start up YouTube channel and Online Business
•• To find out most popular video content for online business
•• To find out Income of YouTubersand digital Entrepreneurs
•• To identify the tactics to increase viewers and publicity of You Tuber
METHOD
Survey methods were used and collected the data from 31 popular Tamil women YouTubers. The structured questionnaires are
asked through Google form among popular Tamil women YouTubers. The questions are based on their subscribers and earnings.
The secondary data were collected (Social Blade). These YouTubers are creating the video contents and selling products through
their YouTube channel. 5 point likert scale was used to complete the Online Survey with support of Google form. ANOVA test
and Descriptive tests separately analyzed in SPSS Version 16. A type of psychometric response criterion in which respondents
typically indicate the extent of their statement of agreement tin five points likert scale (1) strongly disagree;
(2) disagree; (3) agree or disagree; (4) Agree; (5) Strongly agree. South Indian and Tamil women YouTubers age above 25
years to below 65 years old those who run YouTube channels and posted ads and E-commerce web links like Amazon and
Flipkart on their YouTube Channel that had a research population. Already secondary data were collected from previous
literature and Social blade website. To obtain a sample of 31 Popular Tamil women YouTubers cooperated to complete the
survey successfully. The Non-Probability Convenience sampling technique involving multiple stages was used. Percentages
of population variables in Tamil Nadu, Online and Google form structured questionnaires were used to collect data from
respondents who participated in the online poll without assistance. Most of the data was collected via online sites in Tamil
Nadu. The data have been collected from 31 Tamil women YouTuber cum entrepreneurs who use YouTube as their first
tools to grow their businesses and women who already made successful businesses through other social media like
Facebook, Twitter and Instagram etc. The quantitative data was collected through structured online questionnaire.
Non probabilities techniques were used as sample method. Women YouTubers entrepreneurs are selected by
researchers with the technique of convenience sampling. Convenience sampling techniques is set for methods where
the response is taken by convenience because of their vicinity techniques; obtain ability and convenience other way
that researchers decide which this method is the easy technique to select for finding the outcomes. The questionnaires
were created on Google survey and sent online through social media like Facebook, What’s App, Messenger.
Furthermore, personal connections were used to add the participant.

RESULT AND FINDINGS
(Chart -1)
(Chart -1) Shows 64% of the Tamil women YouTubershave strongly disagreed for question number 1 (a-
Competition) so the maximum of themhave not faced any obstacles to start up their YouTube channel and online
business.7% of the Tamil women YouTubershave disagreed for lack of skills and 5% of them neither agree nor dis-
agree. 11% of the YouTubers agreed and 10% of them strongly agreed. Therefore only 21% of the Tamil YouTubers
are faced with obstacles to start up their online Business and YouTube Channel. ANOVA result has shown that P-
Value 9.74E-41.Konting et.,al(2009).
Competition: 61% of them agreed, 13% of them strongly agreed,16% of them Neither agreed nor disagreed, 10%
of them disagreed and 0% of them Strongly disagreed.
Lack of Skill: 16% of them agreed, 6% of them strongly agreed,29% of them Neither agreed nor disagreed, 42%
of them disagreed and 2% of them Strongly disagreed.
Lack of resources: 16% of them agreed, 9% of them strongly agreed,12% of them agreed nor disagreed, 35% of
them disagreed and 25% of them Strongly disagreed.
Lack of Experience: 16% of them agreed, 6% of them strongly agreed, 22% of them agreed nor disagreed, 29%
of them disagreed and 25% of them strongly disagreed.
YouTube Policy: 35% of them agreed, 9% of them strongly agreed, 19% of them neither agreed nor disagree,
22% of them disagree and 12% of them strongly disagreed.
Lack of Time: 19% of them agreed, 16% of them strongly agreed, 19% of them neither agreed nor disagree, 22%
of them disagree and 22% of them strongly disagreed.
Table -1- Descriptive Statistics ( SPSS)
What are the obstacles faced
by you to start up You tube Std.
channel and online business? N Minimum Maximum Mean Deviation
a.Competition 31 2 5 3.77 .805
b.Lack of skills 31 1 5 2.74 1.032
c.Lack of resources. 31 1 5 2.48 1.313
d.Lack of experience 31 1 5 2.48 1.235
e.YouTube policy 31 1 5 3.06 1.237
f.Lack of time 31 1 5 2.84 1.416
Valid N (listwise) 31

Table-1 display clearly state that most of the Tamil women YouTubers agreed with lack of time to create the video
content and run the YouTube channel because they did not balance family and business. Lack of resources is a second
obstacle for them then lack of experience and YouTube Policy: std Deviation is 1.313 and 1.237.finally competition is
.805 it is less then lack of skills 1.032. so this result state that many obstacle have been facing by women YouTubers
and digital entrepreneurs.(Pie-Chart 2)
(Chart-2) Shows 29% of the Tamil women YouTubershave chosen Cooking Video content and they are doing Catering
Business. 19.4% of the Tamil women YouTubers chosen self-motivation (Carrier Coach/Study Centre) they have been
creating motivation speech videos and Spoken English Videos.12.9% of the Women YouTubers are chosen herbal tips and
selling herbal products via online and similarly 12.9% of them are chosen marketing others products through their E-
commerce link. 9.7% of the YouTubers are chosen Spiritual speech - Selling Divine Products via YouTube Channel. Hence,
15% of the (TW) YouTubers are creating the videos like entertainment and home-care tips related videos.
(Chart-3)
(Pie-Chart-3) Shows 45.2% of the Tamil women YouTubers are earning above ₹10 lakh per year through their
YouTube channel and Online Business.38.7% of the Tamil women YouTubers are earning ₹1 lakh to ₹10 lakh
through their YouTube Channel and Online Business. 12.9% of them are earning ₹50,000 to ₹100000 self-motivation
(Carrier Coach/Study Centre) who has been creating motivation speech videos and Spoken English Videos.3.2% of
the Women YouTubers are earning ₹10000 to 50000 through their YouTube Channel and Online Business.

Table -2-Descriptive Statistics (SPSS)
Variable Std.
N Minimum Maximum Mean Deviation
Which online business is
most associated with your 31 2 12 6.45 2.767
YouTube video content?
Annual income by Your
YouTube Channel and 31 3 6 5.26 .815
online Business.
Valid N (list wise) 31
Table - 2 clearly shows that mean 6.45 to 5.26 and std deviation is 2.767 to .815, Most of the Tamil women
YouTubers are earning money via YouTube channel (Google Ad-sense) as well as they are depending on YouTube
video views and subscribers. Hence YouTube channel is main source of their annual income and simultaneously they
are earning through online business. Few are doing content creation based on their business and they have added
brand’s water mark of the video contents.
(Chart-4)
•• Add Relevant Keywords for Videos: 58% of them agreed, 16% of them strongly agree, 19% of them neither
agree nor disagree, 6% of them strongly disagree.
•• Create Playlists to keep people Watching: 48% of them agreed, 38% of them strongly agree,9% of them
Neither agree nor disagree,3 % of them Strongly disagree.
•• Add Watermark to YouTube Videos: 35% of them agreed, 32% of them strongly agreed,16% of them
Neither agree nor disagreed. 9 % of them disagreed and 6% of them strongly disagreed.
•• Promote Your Videos on Other Social Media: 12% of them agreed, 25% of them strongly agree, 12% of them
neither agree nor disagree, 35 % of them disagree and 13% of them strongly disagreed. So through this result
Maximum of the Tamil women YouTubers are concentrated to increase the viewer’s their YouTube videos.

Table -3 Descriptive Statistics (SPSS)
Which of the following tactics do you use to increase Std.
viewers for you YouTube Channel? N Minimum Maximum Mean Deviation
a.Add Relevant Keywords for videos 31 2 5 3.84 .779
b. I am Creating and uploading trust worth video content 31 2 5 4.23 .762
c.I Create Playlists to Keep to attract the viewers. 31 2 5 3.58 1.089
d.Promote Other Videos in End of the Screens and Cards. 31 1 5 3.48 1.262
e. I Add a water mark to my Video contents. 31 1 5 3.77 1.203
f.Make Sure my Videos are Embedding Enabled. 31 1 5 3.55 1.234
g.I Promote my videos on Other Social Channels. 31 1 5 3.03 1.449
Valid N (list-wise) 31
Table -3 result shows .779 std deviation for add relevant keywords and b std deviation .762 is very low for
creating and uploading trust worth contents but questions c is 1.089, d.1.262,e.1.203,f.1234 and g.10.449 is very high
so most of the YouTubers are concentrating on channel promotion and content promotion and adding water marks and
playlist etc.
(Table -4)
ANOVA
Source of Variation SS df MS F P-value F crit
Video Content
Creation 489.8194 14 34.9870968 21.25807 9.74E-41 1.7153745
Online Business
promotion 84.23656 30 2.8078853 1.706064 0.012762 1.4864289
Error 691.2473 420 1.64582693
Total 1265.303 464
0.952959
(Table -4) ANOVA result shows that P- Value 9.74E-41 and 0.012762. The Interest of Tamil Women
YouTube Content Creation and self-brand promotion online business. Most of the women YouTubers are
concentrating on content creation. The less number of (TW) are not concentrated their online business due to
lack of time spend and they could not balance and family and business. Total value of ANOVA is between
two Independent variable is 21.25807 and dependent variable is 1.706064. So there is a significant
difference between Video Content Creation and Online Business promotion.
DISCUSSION
Most of the (TW) YouTubers are earning money via Content Creation and online business. Less percentage of the
YouTubers are not openly sharing their Annual Income due to some personal opinion. 60% of the (TW) YouTubers are
creating video content by themselves and they learn technical skills and online business promotion. Also most of the
Women YouTubers are interacting with their subscribers and Viewers and answering their questions, Some Women

YouTubers are trying to convert their subscribers into Consumer. Nowadays Most of the (TW) YouTubers are adding
the familiar E - Commerce link with their YouTube Videos and Description Box.
SCOPE OF THE STUDY
The outcomes of this study are based on the view of (TW) YouTubers who are living in Tamil Nadu. But this study
did not focus on NRI -Tamil Women YouTubers Worldwide. At the same time, Details not discussed about Tamil
women traditions, Culture and their background of language barriers etc. Challenges of online business during the
covid-19 pandemic not discussed. This study is not deeply discussed about rural women you tubers. This study has not
discussed about External Factors of YouTubers.
CONCLUSION
Through this study less percentage of (TW) YouTubers is faced with obstacles and Maximum Number of (TW)
YouTubers are not faced obstacles to start up their YouTube channel and online business. Over all 31 Respondents
cooperated to complete the online survey. Few understand the language while filling the Google form. So they did not
complete the survey due to the language barrier. Most of the (TW) YouTubershavegraduated and very few have not
completed their schools due to familycircumstances. Marketers are looking for new ways to connect their brands with
high-profile (TW) YouTubers based on the amount of subscribers they can reach a possible target audience, as
YouTube as a platform continues to develop. Chart -1 Shows detailed result. Because YouTube maintains in touch
with its subscribers, this site can be considered a very valuable marketing tool. YouTube is seen as a revenue-
generating platform for enterprises and YouTube channels alike. (Chart 2) shows that (TW) YouTubers 29% of them
cooking video and related with catering business and 19.4% of the (TW) YouTubers are created Self-motivation video
and do their Career Coaching centre or Spoken Study Centre. YouTube users are earning extra revenue from the
companies they are affiliated with It is significant to explore further about social media and especially YouTube.
SPSS Descriptive test analysis and ANOVA -Test result has shown that P-Value 9.74E-41 and MS: 34.9870968,
Error; 1.64582693.YouTube users and consumers. However, ethics will become an important topic for companies to
promote products by using YouTube, so future research may emphasize it. This study provides a new perspec-tive that
will inspire future research. (Pie-Chart-3) Shows 45.2% of the Tamil women YouTubers are earning above ₹10 lakh
per year through their YouTube channel and Online Business.38.7% of the Tamil women YouTubers are earning ₹1
lakh to ₹10 lakh through their YouTube Channel and Online Business. Finally 58% of the (TW) YouTubers are using
tactics like add related keywords for their videos and 48% of the (TW) YouTubers are used create playlist and 35% of
them agreed for add watermark to increase the viewership for their YouTube Videos and Online Product Promotion.
ABBREVIATION
1. (TW)YouTubers: Tamil Women YouTubers
2. YouTubers: Who will make Video Content /run YouTube channel.
3. Digital Entrepreneurs: Who sell products via Social Media or E commerce Sites.
4. Content Creation: Who will do video shooting and Editing?
Name Of The Tamil Women YouTubers Name of the YouTube Channel
Anitha Pushpavanam Kuppusamy Anitha Pushpavanam Kuppusamy Viha

Suhaina Majkar Ask Jhansi
Karthikha Karthikha Channel
Parvathi Sukhapradha
Malar Kaizen English
Hema Hema’s Kitchen
Sunitha R Innaiku Enna Samayal
Girijaa Shemmozhi Girijaa Shemmozhi
Kirtanya Krishnamurthy Mind Fresh Training
Kalavathi Paulraj Kala’s Kitchen
Sharmila Sherin’s Kitchen
Gladyes Alben Lifestyle Of Gladyes Alben
Vidhya Tailo Tech
Sujatha Swamy Beyoudefining
Abirami Navaneethakrishnan Abi’s Recipe
Mrs.Jaya Subramaniam Happy Home Maker-Tamil
RVennila Patti Vaithiyam In Tamil Tips
Dr.Kamala Selvaraj Dr Kamala
Ruby Joseph Food Awesome By Ruby Joseph
Lavanya Jayakumar Lavanya Jayakumar -Career Coach
Savithri Savithri Samayal
Divya Pimpom’s Food & Fun
Smt. Desa Mangayarkarasi Athma Gnana Maiyam
Gowrisankari Sureshkumar Nila Kutty Channel
Smt. Desa Mangaiyarkarasi Amma Arivoli
Zubeaida Abdul Carrim Zac’s Kitchen
Meenakshi Amma Samayal
Mala Mala’s Studio
Varsha Kaakaikutom
Rohini Rohini Fashion
Rohini Rohini Sarees
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