iJustine: Content Conqueror!

/ Mar 5, 2014

ijustine

When referencing the inimitable force that is Justine Ezarik, calling the notable personality a mere “content creator” just doesn’t seem totally apt. In the form of her online persona iJustine, Ezarik has blazed a trail across the digital realm, showcasing adaptable skill and savvy to succinctly ensure she is more than just a creator, but rather, she is every inch a content conqueror.

iJustine Oscars 2014An actress, comedian, and occasional hostess (which included a gig on the Oscar red carpet this past Sunday), Ezarik’s digital empire predates the world of YouTube, and has allowed iJustine to exist in multiple platforms and technologies throughout the years. With stints on Livestream, Yahoo, an original series on AOL, and multiple YouTube channels, iJustine is an undeniable force of nature in the digital world. Not only has Ezarik survived platform shifts and the introduction of new media, she relishes the challenge of the ever-changing tide.

Addressing the various adaptations and incarnations of iJustine, Ezarik is endlessly enthusiastic about the rise of different technology.

“I actually enjoy it, because I have a short attention span. If there’s something I’m getting bored with, I’m sure other people are as well,” Ezarik tells me. “If you’re not able to adapt and change, you’re going to get left behind. I’ve done so many different things. I started off with a website where it was just photos, before you could ever even post videos online. I was coding it with HTML, there was no platform to help. It’s so amazing how easy it is today to get stuff out there. It’s like when a grandpa tells a story, ‘I remember when we had to walk uphill in the snow,’ and here I am saying, ‘I remember when we had to code things ourselves!’ The technology changes so quickly. Kids today! They’re so lucky!”

It’s this endurance, says Ezarik’s manager Petar Mandich, which sets iJustine apart from the pack: “She’s someone who looks to break the mold and try new things, whether it’s trying new platforms, new projects, etc. She’s one of those people who leads the charge in terms of diversifying her videos and her career. She’s not afraid to take chances. She’s also working hard to maximize the potential of those projects. She’s always looking three steps ahead.”

It’s a sentiment echoed by Gabriel Lewis of AOL, who worked with Ezarik on their AOL Original series “Hardwired” that’s garnered over 20 million viewers. “Besides all the attributes one could subjectively subscribe to her — she’s very passionate, she’s very authentic, she’s very likable — what you can’t argue with is that she’s built an organic fan base that is very passionate about her,” he says. “What’s exciting is that she shows that personal brands matter.”

jezarik14_172-Edit

It’s Ezarik’s sense of branding and forward movement across platforms that has kept the iJustine persona not only prevalent in the world of content creation, but also a dominant force. Today, in addition to a bevy of events, appearances, and hosting gigs, Ezarik also maintains no less than four (occasionally five) active YouTube channels at a given time. It may seem like a lot, but, at the end of the day, it’s this well-orchestrated curating of content that is at the heart of what makes iJustine.

“It really is a full-time job,” Ezarik says.  “It’s hard to manage sometimes, but, for me, I feel like YouTube is about the individual. I love being able to be in control and knowing that, at the end of the day, I have created it. Editing and creating the video by myself…it’s everything. It is time consuming, and it is emotionally draining, which is something some people don’t realize. You have to be on; you have to be excitable and happy. I do enjoy it, though. It’s so much fun to have an idea, go shoot, edit, and upload it that same day. That stuff doesn’t happen on TV or movies. You have to go through approvals, talk to teams, and I’m like, “Let’s just do it.” That’s what’s fun about YouTube: You can do whatever you want.”

By showcasing to other online talent that you can define the parameters of your own career, Ezarik, for many, sets the golden standard for which many content creators aspire. Furthermore, her commitment to emerging media and creativity has brought her millions of viewers over a variety of platforms, manifesting in a sizable and enviable audience. However, despite her ability to command the attention of a vast viewership, one infers that the root of all Ezarik’s success is a sense of humility that shows she understands what it means to be on the other side of the screen.

“Success can be measured in a lot of different ways,” Ezarik says. “Some people measure it in a million subscribers, some measure in views. I never look at numbers. I hate it. I don’t think you should base your work on that, because no matter how big or how small your audience, if you’re reaching people, you are talking to them. I think that’s success. Whether you have five or 500 followers, those are still people who want to hear what you have to say. Know who you’re talking to, trust your audience, and trust yourself. If you’re creating content you’re passionate about, don’t care about the numbers, worry about enjoying what you do. If you do something just for numbers, you’re not going to enjoy the work. I look forward to what I do every day when I wake up in the morning, and I think that’s the sign that I’ve made it.”

ijustine3

Enjoying our profile on Ms. Ezarik? Take a gander at some of the other top creators we’ve profiled HERE

For iJustine, it’s all about the belief in the work, and more so, belief in oneself. 

“I did this, and I want people to know that they can to, if they love it enough. That goes for anything, whether it’s YouTube, being a chef, whatever. If you want to be something, you can be that thing, you just have to have the passion, the will, and the fire to make it happen.”

Without a doubt, Ezarik’s is a fire that continues to burn brightly, ensuring that we’ll see iJustine continue to create…nay, conquer…the world of media for years to come.

Tags: , , , , , , ,


  • http://www.longdistancewebseries.com/ Long Distance

    Great article, we are instant fans!

  • SincerelyCS

    iJustine #1

  • grayceezarik

    She makes my heart have fun!

  • Scott Wallace

    Great article! Love her, one of my favorite YouTube personalities, and it’s great watching her grow in her success over the years!

Fusion debuting new series on Snapchat Discover

Snapchat Hires Former Fox Exec to Beef Up Its Original Programming

Read today's digital video news stories

Quick Breaks: Netflix Plans ‘OrangeCon'; Portal A Hires...

olive and mocha web series

Reviewed! ‘Olive and Mocha’ Proves Kids Say the Most...

YouTube YouTube YouTube

Google to Let Users Buy Products Through YouTube

Periscope is Twitter's live-streaming video app

Periscope Finally Comes to Android

DEADBEAT_review

Hulu Renews ‘Deadbeat’ for Third Season

Digital video industry news today

Tuesday 05.26.2015: News to Know

AOL

The Guardian Joins AOL’s Video Network

the youtuber who isn't a youtuber andrew vallentine

Meet the Biggest YouTuber Without a Channel

the revolution of publishing online

Back to the Future: The Revolution of Publishing

hulu-plus

Does Taking on Cancelled Network Shows Make Sense for Hulu?

Wayside Creations makes live-action adaptations of video games

Wayside Creations Calls Success on Kickstarter a...

Read today's digital video news stories

Quick Breaks: FailArmy Launches Second Channel; YouTube Improves...

YouTube fans in Singapore

Endemol Beyond Launches in Singapore, Where YouTubers Happen to Thrive

Who makes the most effective ads on YouTube?

Which Industries Are Creating YouTube’s Most Effective Ads?

Digital video industry news today

Thursday 5.21.15: News to Know

BoJack Horseman second season starts July 2015

‘BoJack Horseman’ Will Return to Netflix on July 17

Dutch YouTuber Enzo Knol will star in a feature film

Film Starring European YouTuber to Come to Theaters in the Netherlands

wibbitz is a text-to-video israeli startup

Text-to-Video Startup Wibbitz Raises $8 Million in Series B Round

this web series about high school cheerleaders rules

Web Series Wednesday: Coming of Age

This kid is shocked by what she's seeing on YouTube Kids.

Google’s YouTube Kids App Is Full of Booze, Drugs, and Gore

Read today's digital video news stories

Quick Breaks: Netflix Grabs Kevin James Film; Vice Sports...

Rightster partners with SPotify on video initiative

Spotify Tapped Rightster for Its Global Reach and Video Expertise

soccer fans get excited for OTT

Women’s World Cup, Lacrosse Games Going Live...

spotify partners with major publishers for native video content

Spotify Now Hosts Video Content from CNE, Vice, ESPN, Maker…

CEO of YouTube to keynote at VidCon again

YouTube CEO Susan Wojcicki to Reflect on the Platform’s 10...

Digital video industry news today

Wednesday 5.20.15: News to Know

Jen Kirkman's getting her own comedy special on Netflix

Jen Kirkman Gets Lost in the Laughter in her Netflix Comedy Special

Read today's digital video news stories

Quick Breaks: Hulu Bulks Cast Lineup for “11/22/63”

Bill Nye the Science Guy is now on Netflix

Science Rules! ‘Bill Nye the Science Guy’ Comes to Netflix

YouTube vs TV, engagement vs reach

Engagement Is Everything: Rethinking Celebrity and Influence

Machinima keeps revamping its leadership team

Machinima Adds Two, New Execs to Its Senior Leadership Team

VideoAmp hires its first chief business officer

VideoAmp Hires Jay Prasad as First Chief Business Officer

Digital video industry news today

Tuesday 5.19.15: News to Know

A new weekly variety show from Mashable and Above Average...

Mashable and Above Average Launch Variety Web Show

Webby Awards took place last night!

David Carr, ALS Ice Bucket Challenge Founder Honored at Webby Awards

BabyCenter telenovela web series

BabyCenter en Espanol Debuts Telenovela/Tips Web Series (Exclusive)

Read today's digital video news stories

Quick Breaks: Conde Nast Launches Italian Movie Channel; China...

DanceOn Baby

DanceOn to Help Grow TuneCore Artists’ Audiences