youtube.com/ijustine / 3.1M+ subscribers
STAG RATING 5 STARS
Tech-savvy, impromptu and incredibly charismatic, Justine Ezarik (better known as ‘iJustine’, after her Apple-obsessed antics) is no YouTube newbie. Believe it or not, 2016 marks her tenth-year anniversary on the platform. (We can only speculate as to how many hard drives were filled in her journey to that milestone!). But what is it about her online repertoire that earns it a cool five stars? Read on to find out…
By hosting a broad range of entertaining and engaging content, Ezarik’s channel manages to cater to a variety of different tastes, and this is one of its flagship strengths. There are regular vlogs for hard-core iJ fans year-round, semi-regular, informative tech reviews and unboxings, and less-informative (but highly-entertaining!) cooking tutorials and challenges. Through these different streams of content, Ezarik is able to showcase different sides to her eclectic personality, engaging multiple audiences looking for different things whilst side-stepping the dangers associated with building a following around a single niche.
There are regular vlogs for hard-core iJ fans year-round, semi-regular, informative tech reviews and unboxings, and less-informative (but highly-entertaining!) cooking tutorials and challenges.
In other words, iJustine works so well as a channel because it’s built around originality and personality – around its unique selling point: Justine herself. Love her or hate her, she’s the irreplaceable core here, so your opinion on the channel itself will arguably rest on your opinion of her. So, what’s she like? Well, she’s hardly camera-shy, although that’s a given considering her decade of experience in front of it, and quite quirky. You can appreciate it most when looking not at what she’s good at, but at what she’s not so good at. You know, like: measuring – see any of her cooking videos ever, haha; being careful with technology – when she’s not busy dropping her iPhone on to the ground, she’s busy dropping her camera into the pool; time-management – when doesn’t Justine have a flight she’s late for because of a video? It’s unusual not to see her at least a little frenzied, trying to fit everything and more into that jam-packed schedule of hers.
iJustine works so well as a channel because it’s built around originality and personality – around its unique selling point: Justine herself.
An IT Wizard when it comes to editing, Justine’s content rarely suffers from a lack of quality control: expect high standards when it comes to video montages, or longer vlogs shot at several different locations. A recent development in her video-making routine is the use of a drone to take aerial shots. This, combined with her ever-improving high-quality regular shots, is one example of how she keeps her content fresh and experimental. When today’s YouTube market is increasingly saturated with new stars and content, this approach should hopefully secure Justine well-deserved future success. Here’s to another ten years, Justine!
Ultimately, you won’t know for certain whether this is the type of YouTube channel for you until you take a look. I did, and never looked back since! So, what are you waiting for?!
2016 CHANNEL HIGHLIGHTS:
Apple Event Livestream – iPhone 7 and Apple Watch Series 2
A true Apple fanatic, Justine decided to livestream and commentate on Apple’s 2+ hour Special Event in September. Switching between live blogs, a tweetdeck and Apple’s live stream, she reacted to all of the company’s updates and unveilings passionately: warmly welcoming some; amusingly questioning others! Fixated on seeing the event through to its end, she comically resists her urge to go to the toilet. It’s safe to say, you’ve never seen anything like this before…
Stand Up 2 Cancer:
Justine may not take herself too seriously most of the time, typically embracing that bubbly, adventurous and fun-loving side to herself instead, but this video reveals her impressive maturity when faced with a serious topic. Humble, aptly sentimental in her background music choice, and very aware of her own, and everyone else’s, sensitivity when talking about cancer, she reflects on how the disease has impacted those in her life, and how the Stand Up 2 Cancer campaign has moved her.
My 10th year on YouTube:
THE FEELS. This video montage may focus on Justine’s 2015 pursuits, but it’s still a rollercoaster ride of book tours, award shows, interviews, hangouts and more! Showcasing great personal growth, this video celebrates life, and oozes positivity. Wondering what Ezarik’s take-home message is? Look to her video description: ‘Find what you love and are passionate about and don’t let it go. Never think you have to follow what everyone else is doing because 10 years ago.. no one was doing this and it wasn’t really cool.’ Well said, Justine!
THAT MOMENT WHEN JUSTINE READS YOUR TWEET ABOUT THE STAG!*
@matthewrnolan hope I receive a nice review 😂😜
— Justine Ezarik 🎄 (@ijustine) 16 October 2016
*still not over this, haha.
Words and Design by Matthew Nolan
This article was printed in the December 2016 issue of THE STAG.