Marques Brownlee: Creating A Professional, Yet Personal Online Presence
As Youtube’s largest technology channel with over 13 million subscribers, Marques Brownlee also known as MKBHD, shares his views and experiences with a variety of technologies ranging from new smartphones and headphones, to electric cars and crypto currency.
However, Brownlee’s online presence does not begin and end with YouTube. With 5 million followers on Twitter and 3 million followers on Instagram, it is clear this ‘tech-tuber’ has a substantial audience listening and engaging with his content.
Informal and Relatable
Elon Musk, Mark Zuckerberg, Bill Gates and Will Smith are just a handful of celebrities Brownlee has interviewed throughout his online professional career. Although the focus is mainly on technology and these individual’s opinions on where technology may be heading, there’s an informal and approachable tone that makes these videos feel more like a chat, rather than a traditional interview. This therefore creates a sense of relatability for the audience, which intern provides a refreshing change of pace compared to the more structured celebrity interviews aired on TV for example.
When topics include electric super-cars and virtual reality, having an approachable and relaxed tone goes a long way in allowing the audience to understand and feel comfortable when they may otherwise feel alienated or distant from the subject matter.
“My #1 goal is to make videos that I’d want to watch” — Marques Brownlee
Engaging the Audience
Like many with a substantial online presence, Marques Brownlee’s Twitter is used as a way of maintaining his professional image as a technology reviewer and commentator on the industry.
However, unlike other ‘celebrities’ who may use Twitter purely as a method of self endorsement, Brownlee also uses the platform as a way of communicating with his audience. Twitter polls provide a back and forth between the individual and his followers, creating a level of engagement and intimacy. Brownlee often then uses these Twitter exchanges/poll results in his professional youtube videos, therefore this acknowledgement can create a sense of involvement and participation for the audience. This is just one way in which Brownlee creates cohesion across multiple online platforms.
Ticking the Boxes
According to a study within the Elon Journal, there are 3 important characteristics when maintaining a strong online presence:
- Confidence
- Authenticity
- Interactivity
Brownlee’s confidence and authenticity is particularly noticeable within his ‘talking tech’ youtube series, which I think best encapsulates his approach to content. Staying relaxed and informal, whilst remaining engaging and informative is where Brownlee’s content shines, and has played a key role in making him ‘one of the most savvy and successful youtubers’.
Likewise, Brownlee’s approach to audience engagement is evident throughout his entire online presence. On both his Twitter and Instagram he creates polls, giveaways, and discussions that add a personal touch to his online persona. Unlike other individuals online who simply rate/recommend particular technology products, Marques Brownlee adds a personal touch that makes him ‘one of the biggest voices in consumer tech’.
