The art of the YouTube apology video

When an actor messes up, they typically have a team of managers, agents, and crisis managers to back them up with handcrafted personal statements apologizing for their actions.

When a beauty guru messes up, they set up their tripods, get the tears going, and hit record.

Much like break up videos, apology videos are almost a rite of passage for YouTubers. Since their content is so personal, their apologies have to be, too. As content creators' offensive internet histories get exposed, apology videos are becoming more and more common. There's almost a formula to them: You sob, you apologize for whatever you did wrong, you sob some more, beg for forgiveness from your fans, and then wrap it up with a teary thank-you. Read more...

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