Click, Create, Connect: Unravelling the Motivations and Strategies of YouTube Creators via Systematic Literature Review

YouTube has witnessed a growing influx of content creators over the past decade. As content creation evolves, artists develop new tactics within each genre based on the psychographic characteristics of their audiences. This Systematic Literature Review examines the motivations of YouTube users to become content creators and the techniques they employ to attract audiences to their channels. Following the PRISMA principles, a systematic literature review was performed utilising the SCOPUS and Web of Science databases; the keywords employed were “YouTube” AND “Content creators.” A total of 19 articles were selected for inclusion. Six themes have evolved, encompassing the motivations of YouTube users to become content creators, along with various strategies and segments. The analysis reveals tactics employed by YouTube video creators to garner views and cultivate a digital community.