Training is fashionable. Especially if it is taught in small pills and through funny videos or, at least, entertaining. So much so that on YouTube seven out of ten users who access it do so to learn, according to the data of its owner, Google, which ensures that each day there are 1,000 million visits to content related to learning and more than one share is shared. million. That is why it is not surprising that a new profession has been born, the edutubers, as the multinational calls those who give classes for this platform open to everyone and where hanging videos is free.
Between January 2018 and 2019, the YouTube disclosure channels they have grown 50% in Spain, according to their data. And some have millions of subscribers, such as ExpCaseros, which has achieved more than 10 million uploading recordings with which to awaken interest in science, or Unicoos, where Professor David Calle teaches mathematics, physics or chemistry and has almost 1.3 million subscribers.
They are more focused on children and adolescents, but there are other edutubers that target adults. Some do not have as many followers as the previous ones, but they are gaining in notoriety and making their videos a profitable business. This is what Anna Teres, the creator of Anna Easy Recipes, with 1.5 million subscribers on YouTube: "I started with a cooking blog to store my recipes, then I created a website and uploaded the first video to YouTube and Facebook and I had many visits. In one year I achieved profitability through advertising and sponsored videos and became autonomous. Now I have an employee journalist and a place to work. I have made my recipes a way of life because I saw that they reported income. "
One of his videos in which he teaches how to make a cake explaining all the failures that can occur during his preparation and how to avoid them has been seen by 20 million people, in general women between 25 and 60 years of age in Spain, Argentina, Mexico and Chile, indicates. The success? "See real people doing real things that turn out well. That's the key, "says Teres.
Most of the edutubers consulted refuse to give an account of their income (like YouTube of what they pay, in a week in which Google has again been fined by Europe for abusive practices in advertising on-line), but once they pass several hundred thousand users, they can earn a substantial income.
YouTube is a channel that has come to stay because everyone has access to it. Universality is one of its characteristics and also the dispersion of contents. You can find training videos on anything because any user can upload what they want for free, says Nacho de Pinedo, CEO of the ISDI digital business school.
Varied and free
The range is so wide that it ranges from playful subjects such as videogames to very technical engineering concepts. "The YouTube learning model is as valid as others," he adds. De Pinedo misses, however, the lack of interaction during the recordings and does not believe, like others, that YouTube is a new competition for the training centers, in fact, in their classrooms use the videos of the platform as a complement to its deepest contents. "We believe that if the training is on YouTube, it does not make sense for us to teach it; we put the link to the youtuber that explains it and we do not dedicate time to something that can be learned online, "he says.
The edutubers help everyone to be responsible for their own training, because they allow lifelong learning. Something in which, according to a survey by corporate e-learning firm Goodhabitz, only 12% of the 850 professionals consulted are willing to invest, despite the fact that 93% believe that continuing education is very important or important for them. Almost eight out of ten think that the responsibility for financing learning is borne by the company.
Maybe it's not quite like that. For the business model of two couples of edutubers specializing in language teaching says otherwise. They are Pierre Babon and his wife Naomi, architects of Francais avec Pierre (689,000 subscribers), and Phillip Bartlett and Isabel Carrasco, authors of English Friends, with 908,000. They are professors of their native language, but they have left the official classes to take care of those of YouTube. Also their partners left their respective jobs in view of the fact that the video platform has become the prelude to attract students to their respective online academies and sell courses.
The French costs between 50 and 120 euros (the full method), explains Babon, who believes that for them YouTube is crucial, in fact, it serves to be recognized by the street, "it is crazy the impact it has", appreciates . The English courses, which more than 50,000 people study at their academy, says Bartlett, are worth 25 to 100 euros.
This English indicates that it was Google's algorithm that, in 2016, recommended them and from there they had "an explosion of subscribers", which has allowed them to promote their courses and has changed their lives, not in vain Cambrigde Assessments, which takes the official English exams of Cambrigde, has asked for collaboration.
Although they also introduce advertising and sponsorships in their channels, both edutubers say that they are not their business. "You can live on YouTube, but we do not. Give some money, although the amount can vary greatly from one month to another, "says Isabel Carrasco, for whom the dark side of this platform is that it can be stressful, because" for much effort you put into creating quality content , it is the algorithm that decides which channels or videos are going to have visibility, and there are real gems that are practically invisible ".
Well knows it Luis Sanguino, who is behind the channel Artehistoria, who 10 years ago was the number one cultural character of Youtube, he says. And today he has left it on standby because the income provided by the Google platform sometimes does not exceed 150 euros per month, despite having videos seen by more than 75 million people.
The GoodHabitz e-learning platform, with more than 600 client companies in the Netherlands, France, the United Kingdom, Germany and Switzerland (and 20 million euros in turnover), has recently arrived in Spain. Roel Koppens, its CEO in the country, believes that until now corporations have spent a lot of money developing their learning platforms without making employees motivated enough to learn. That's why his courses, he says, have a wink of humor and the accompaniment of an advisor. The company intends to introduce continuous training in organizations through short contents (three hours on average) that help professional and personal development. With this type of courses, in one or two years companies, supported by their managers, could introduce the culture of self-learning, he says.