Indie Content Creators: Ava Jules Lives Authentically
If one were to give a passing glance to the YouTube page of Ava Jules, they would only see what appears to be a typical lifestyle vlogging channel. However, upon further investigation, this channel, boasting over one-and-a-half million subscribers, has been in operation for over eight years and counting. Over this stretch of time, Ava Jules’ channel develops not only a steady audience growth, but a subtle shift in the style of content provided.
In the beginning, Ava’s content primarily consisted of short make-up tutorials existing within a range of 2-10 minutes. One distinguishing feature about these kinds of videos is how they are often seasonal in their theme. Many of the videos offer different looks for different seasons and holidays. These early tutorials demonstrate looks designed for Valentine’s Day, the season of Summer, and Back-to-School. Another standout feature in these tutorials is the clean editing. From the very beginning of her YouTube library, Ava Jules demonstrates a concise editing style that keeps the viewer’s attention as she quickly goes through the steps of her tutorial.
As time moves on, Ava’s content naturally stretches to encompass skincare routines, and motivational advice, but still mostly consists of beauty tutorials. There is a noticeable shift in Ava’s cadence during this transitional period as she closes the distance between herself and her audience, directly addressing the camera. This shift in presentation builds a personal connection with the audience and feels much less transactional than her earlier tutorials. While it is true that Ava is still delivering beauty tips, this performance style is designed to feel like it’s coming from a person you know, as opposed to an instructor.
When we transition into how her content appears now, it becomes evident that a majority of the content Ava makes are lifestyle vlogs that often last between 10-30 minutes. These videos have a consistent thumbnail design and seem to function entirely differently from the tutorial content of the past. In these videos, Ava is fully candid, and the viewer literally takes a journey with her as she experiences her day. This represents the culmination of the experience and relationship between Ava Jules and her audience. From her evolution this is evident: Ava Jules has consistently and impactfully adapted a YouTube ecosystem that has grown to reward long-form content.
