This year marks 20 years since YouTube launched, changing how we create, share and consume media. From reimagining journalism to reshaping our relationships and storytelling methods, YouTube continues to influence how we understand media. Schieffer College faculty share five key ways the platform has changed communication over the past two decades.
Patty Zamarripa, Assistant Professor of Professional Practice in Journalism
1. YouTube has made content creation more accessible, but it hasn’t replaced the need for ethical journalism.
Patty Zamarripa, assistant professor of professional practice in journalism, noted that while YouTube gives anyone the ability to share content on a global scale, it doesn’t mean all creators meet journalistic standards. “Just because someone is publishing news or commentary doesn’t make them a citizen journalist,” she said. True journalism requires fact-checking, source verification and ethical decision-making — practices that aren’t always upheld on digital platforms. However, Zamarripa acknowledged that some YouTube creators are helping fill information gaps for their neighbors in communities with limited media access.
Dr. Andrew Ledbetter, Chair and Professor in Communication Studies
2. YouTube and social media have changed how we view personal relationships and public moments.
According to Andrew Ledbetter, Ph.D., chair and professor of communication studies, YouTube has influenced how we think about our interactions and events. “People now often see their lives through the lens of shareability — how something will appear on camera or resonate online,” he said. Social platforms like YouTube have contributed to the rise of highly produced life moments, such as gender reveals or elaborate proposals, that are designed to generate likes and views. He added that YouTube’s cross-platform adaptability enhances its cultural presence, making it a dominant force in digital communication.
Steve Levering, Senior Instructor in Strategic Communication
3. YouTube has elevated social media storytelling by encouraging creators to plan, script and polish their content.
Senior instructor Steve Levering, strategic communication, observed a shift from early, spontaneous uploads to the carefully edited videos popular today. “What started as raw footage of funny or random moments has evolved into content that’s often tightly scripted and highly produced,” he said. At events like VidCon, creators now share behind-the-scenes processes that include storyboarding, scheduling, and multiple editing rounds — even for videos that are just 60 seconds long. This evolution shows how storytelling on YouTube has become more intentional and professional.
Dr. Dustin Hahn, Associate Professor in Film, Television & Digital Media
4. YouTube has lowered entry barriers for aspiring filmmakers but has made the competition tougher.
Dustin Hahn, Ph.D., associate professor in film, television and digital media, said that YouTube provides a vital space for independent creators to share their work, submit to festivals, and promote projects without relying on traditional industry gatekeepers. “YouTube has increased visibility for creators and made it easier to connect with audiences and peers,” he said. However, with fewer institutional barriers, creators now face the challenge of standing out in a saturated market. “The gatekeepers may have changed, but the competition is more intense,” Hahn said. “Success depends on how creators position themselves and engage with audiences directly.”
Duke Greenhill, Instructor in Strategic Communication
5. YouTube has fundamentally altered how we consume and produce content by redefining the relationship between brands and audiences.
Strategic communication instructor Duke Greenhill explained that YouTube has led to a dramatic shift in consumer expectations, especially with the rise of branded short-form video. “The relationship between creators and viewers is now brand-to-brand,” he said. Whether it’s a company or an individual, everyone curates an idealized version of themselves online. Greenhill described modern audiences as highly selective and fast-moving, drawn to content that is polished, authentic, and purposefully constructed. “It’s no longer about just watching something — it’s about buying into a digital identity.”