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However, often the quantity of views determines the popularity of videos in You Tube and users erroneously associate the quality of the video with the number of views.In other words, they may believe that if the video has a large number of views, than it is good and mainstream.
For instance, the video that has the highest number of views becomes more and more popular and becomes mainstream, even though in its essence the video may have little cultural value or poor messages (Warr 291). The overwhelming majority of users publishing their videos on You Tube are concerned with the popularity of their videos than their content.
Such a competition encourages users to focus on performativity of their videos above all.
Today, social media play an increasingly more important role in the life of society because users spend a lot of time online and they view social media as an important source of information about issues which users are concerned with.
You Tube, being one of the mainstream social media, allows users to share their videos online, create their channels and, thus, create their virtual communities united by common interests.
You Tube also becomes a tool of the promotion of individuals and ideas because users can use the social media to promote themselves and their ideas.
In such a situation, the distinct feature of You Tube is its performativity because users publishing their videos on You Tube focus on their performativity.
The popularity of You Tube is, to a significant extent, determined by the interest of the audience in visual information. To put it more precisely, users prefer You Tube because this social media provides them with visual messages which are preferable for the public than print messages for instance (Warr 290).
As people perceive the information about the surrounding world with the help of vision, they naturally choose You Tube in place of other social media because they have an opportunity to receive visual information that facilitates their perception of messages conveyed via You Tube.
In this regard, it is worth mentioning the fact that the development of social media, like You Tube, opens new opportunities for the development of virtual social communities united by their common interests.
Users spend more and more time online developing their virtual social relations online.