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The apology video playbook changed so much, it's wild to compare 2019 to 2024
In 2019 when a YouTuber got caught doing something bad, they'd vanish for like 2 weeks and come back with a 20 minute video of them crying in front of a bookshelf, and people ate it up because it felt real. Now they wait 6 hours, post a Notes app screenshot, turn off comments, and pop up on a podcast 10 days later like nothing happened, which tells me the whole thing got handled by PR teams instead of the person themselves. Does anyone actually buy the quick apology anymore, or are we all just waiting for the comeback tour to start?
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tessa_adams39h ago
A reporter from The Verge talked about this on a podcast I listen to, and she said most big channels now have crisis teams on speed dial before anything even goes live. So that 6 hour turnaround isn't the creator sitting at their kitchen table writing from the heart, it's a paid firm drafting it and timing the release for when the news cycle is quietest. That's why the apologies all sound the same now, same structure, same vague wording, same disabled comments. I don't buy any of it anymore. The two week cry video at least felt like a person panicking, even if half of those were fake too.
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