Youtube vs Instagram as the source of Architectural

Insprirational
Case study: Architecture Student 2016 Universitas Atma Jaya Yogyakarta

Michael Edwardo Ardelia Desmonda Pranoto

Universitas Atma Jaya Yogyakarta Universitas Atma Jaya Yogyakarta
160116362 160116373
[email protected] [email protected]

Emilia Anindya Saraswati Robby Gunawan

Universitas Atma Jaya Yogyakarta Universitas Atma Jaya Yogyakarta
160116385 160116602
[email protected] [email protected]

Abstract— In this modern age, social media has never stopped in endorse a product by wearing it and then tagging the picture
human life, including in the life of architecture. As time goes on, with the name of the brand (Izea, 2017). On a video forum
people use social media in almost various aspects. for example, such as YouTube, influencers have the liberty and the time to
architectural students who use social media as a source of properly explain the features of a product as well as express
inspiration. in this journal, the author will discuss the use of
their opinions of the same (Media Kix, 2016).
Youtube and Instagram, the most popular social media and widely
used as a source of inspiration in the realm of university
This research paper looks into the work of the influencer
architecture students atma jaya yogyakarta generation 2016. In this on these two visually appealing platforms both Instagram and
paper we will discuss how architecture students use Youtube and YouTube. This paper sees to answer the following research
Instagram, how often use it, the advantages and disadvantages of paper: How often are social media users exposed to influencer
the two social media itself. marketing? If the content is more preferable to
advertisements? Should the product endorsed be in sync with
the influencer’s job/ profile to impact an audience? What
Keywords-component; architecture; youtube; instagram brands are more likely to impact the audience? Are followers
I. INTRODUCTION willing to try or purchase the products showcased by the
influencer?
A. Issue The theory that has been adopted in this research paper, is
On popular social media platforms, many users often Framing theory by Goffman. Framing theory suggests that the
follow popular social media accounts, these accounts are media presents audience a particular information in a frame,
called social media influencers. Due to their popularity, many thus making the audience think and influence their choices
brands approach these influencers and use influencers to based on how they shall process the information. The frames
endorse or review their products. On a visually appealing are abstract ways in which the media communicate their
platform such as Instagram and YouTube, the work of the message (Davie, 2014).
influencers are more commonly observed. The work of the By this, we can imply that the work of the influencer
influencers is to endorse or review products of several brands. through product reviews, and product endorsements, are
Influencers are there on almost all social media platforms, and presented in a frame to their followers. The frame (endorsing a
different types of types such as fitness, fashion, beauty, books, product) is analysed to see how well the idea (being a
Do It Yourself (DIYs) and many more (Belagatti, 2017). desirable product) is presented by the social media influencer.
Many times, the influencers are often unnoticed for the This is then also observed to see if it has the desired effect on
work they do. Although with the rise of social media, there is the audience (motivated enough to purchase the product).
a growth in the influencer as a profession, many companies B. Literature
are now realising the potential they possess. The brands
approach the influencers and are in a contact with them so that The earliest research in this topic was conducted in New
the influencer endorses their brands. On a photography Jersey, USA in the year 2010. The research mainly focused on
platform such as Instagram, the fashion influencers mostly creating an algorithm, which helps identify the most suitable
influencer for the company. Based on the results from the influencer than the number of followers as this is more
algorithm, the influencers can be divided into 3 tiers. Tier A is important (Veirman, Cauberghe, & Hudders, 2016).
group of influencers with the most number of followers, and The following research was conducted in Texas,
they are more current news oriented. Tier B is the group that America in November 2016. This research paper looks into
has reasonable followers however, they have a team which how the brand is choosing upcoming social media celebrities
helps them create their content. Tier C is has least number of as their brand endorses in the field of fashion. It was found
followers and are very influential as they dig deep into their that the collaborations with the brand was inquired by the
topics. Most brands preferred Tier C. The main purpose of this influencers themselves. There was a spike on engagement rate
paper was to identify the groups of influencers and help the when the products were endorsed close to New York Fashion
brands choose influencers wisely (Booth & Matic, 2010). Week (Thornton, 2016).
The next research was conducted in United States, in The next research was conducted in Sweden, May
the year 2011. This research focused upon what were the main 2017. The paper’s main focus was on how the audience
characteristics of the influencers. The method used was a perceives the fitness sponsored video on YouTube. The
California Q-sort. This was given to 32 college students to method was done by analysing data from popular videos and
attribute the characters of the influencers. The results showed the YouTube channel. The results found that the product is
that the influencers were perceived to be smart, ambitious, usually marketed through discount coupons or giveaways,
productive, poised and social. The same characteristics were however, the success rate of people actually buying it is very
attributed to that of a CEO (Freberg, Graham, McGaughey, & rare. If the audience is aware that the brand is shown with a
Freberg., 2011). motive the vlogger is most likely to receive a negative
The following research was conducted in Australia, feedback. However, if they show it subtly and naturally as if it
in the year 2015. This paper focused on how influencers were a part of a conversation, then, the audience is more likely
manage to create content without it seeming to be an to perceive it naturally and positively (Kauppinen & Pavlova,
advertisement. The researcher conducted interviews with 120 2017).
personal interviews with 25 influencers. The personal The next research was conducted in Virginia,
interviews also included their family, friends, advertisers, America in May 2017. The paper mainly focused how the
brand and many more. The results found that there is a brands are turning towards social media influencers to endorse
responsibility towards the brand that an influencer is their products. The method used was a questionnaire. The
endorsing and must showcase the most authentic behaviour. results indicated that perception of the product was in relation
They should also be very flexible to the needs of the brands to what the influencer says about the product (Burke, 2017).
(Abidin & Ots, 2015). The next research was conducted in Netherlands, in May
The following research was conducted in Sweden, 2017. This research explores the impacts of message sidedness
May 2016. The paper mainly focuses on the work of and item delineation in limited time posts on Instagram on
Instagram influencers on the gymming and fitness industry. customer reactions. The method, was done with 266 college
The method was a process of interviews and an experiment. students and was an online study. The results found that when
The results suggested that the attitude of consumer’s ca be the influencer uses a message which conveys the features as
classified into 3. The positive attitude included genuinely, well as the reasons to use the product, the followers believed
interests, reginal, and positive content. The negative content that more than just features of the product. The attention was
included the content being too forceful, selfish. The last form given more to the product endorsements of the influencers
of content included maybe this meant them either felt positive who had effective reviews, although the endorsement may
or let down (Jargalsaikhan & Korotina, 2016). seem that their aim is to sell (Braatz, 2017).
The following research was conducted in North
C. Backgrounds
Carolina, America in 2016. This research paper studies the
brand Maybelline and sees how Maybelline's communication Instagram is a social media that focuses on photography,
strategies through social influencers and social media are used short videos, and stories stories and recently the term IG TV
to get to the audience. The results found that the content was has appeared. While Youtube is social media based on video,
relatable, transparency amongst brand and purchaser, and whether it's only a few minutes or can take hours. The author
decided to discuss the two social media because many users
lastly forms a connection between the shopper and brand that
use both applications. In this paper, we will discuss how often
eases the worry of applying items (Forbes, 2016). the community, especially the 2016 architecture students at
The following research was conducted in Belgium, in Atma Jaya University, uses Youtube and Instagram, the
August 2016. The paper focuses on if the number of followers advantages and disadvantages of both applications, and the
determines the popularity of the person and based on this if comparison of the two applications.
they agree to actually choose to believe their opinion from the
marketer’s point of view. The results found that with high A. The Problem
number of followers, the idea is triggered that the product may 1. How often are architecture students 2016 at Atma
not be exclusive after all, as many are interested in it. Hence Jaya Yogyakarta University using social media?
marketers must choose the quality of content presented by the 2. What are the advantages and disadvantages of
Instagram?
 3. What are the advantages and disadvantages of  Instagram is widely used compared to other social
Youtube? media.
4. What social media do architecture students 2016 at  Instagram can follow without limits.
Atma Jaya Yogyakarta University often use to look  Very easy promotion.
for inspiration and architectural design data?  Easy to use. Even school grade children can have an
5. Among these two social media, do architecture Instagram account.
student 2016 at Atma Jaya Yogyakarta University  If we want to open a business, many people use
follow accounts related to architectural design? And Instagram.
how big the percentage is?  We can easily see photos of people and artists.
B. Research Purposes  Can connect with other social media.
1. To find out how often architecture students Atma Disadvantages Instagram
Jaya Yogyakarta uses social media.  Instagram only has 2 contests, photos and videos.
2. Describes the advantages and disadvantages of  The maximum video duration is only 1 minute.
Instagram.  Photos that are shared are small, so the photos look
3. Describes the advantages and disadvantages of less clear.
Youtube.
 Instagram doesn't display a cover picture, only
4. Conclude what social media that is often used by displays a profile picture.
architecture student 2016 at Atma Jaya Yogyakarta
 Competition is very tight, because many use this
University.
intagram.
5. Explain how influential social media is towards
 If we make a transaction it is less practical.
architectural or design figures.
 Instagram must be updated regularly.
II. DISCUSSION
Then the second discussion is youtube, the following
First in this paper will discuss a brief explanation of explanation below:
Instagram and Youtube. starting from the beginning the
company was formed, its subsidiaries, and institutions or B. Youtube
companies that work together with the two or one of the YouTube is a video sharing website created by three
largest and most favorite application companies. Which will former PayPal employees in February 2005. This site allows
be discussed first is Instagram, the following explanation users to upload, watch and share videos. The company is
below: headquartered in San Bruno, California, and uses Adobe Flash
Video and HTML5 technology to display various kinds of
A. Instagram
user-made video content, including movie clips, TV clips, and
Initially the Instagram application which was still music videos. In addition there are also amateur content such
called Burbn was founded by a company called Burbn Inc. as video blogs, short original videos, and educational videos.
and pioneered by their two CEOs, Mike Krieger and Kevin On October 9, 2006, Google bought YouTube for US $ 1.65
Systrom in 2010. Instagram is a photo and video sharing billion. The purchase agreement between Google and
application that allows users to take photos, take videos, YouTube came after YouTube completed 3 agreements with
apply digital filters, and share them to various social media companies to escape copyright infringement claims.
networking services, including Instagram's own. One YouTube continues to operate freely with its founders and 67
unique feature on Instagram is cutting photos into square company employees. The agreement to obtain YouTube was
shapes, so that they look like the results of Kodak finalized on November 13, 2006, which was Google's biggest
Instamatic and polaroid cameras. This is different from the acquisition.
4: 3 aspect ratio commonly used by cameras on mobile
devices.
Advantages Youtube
Advantages Instagram
 Can see and upload videos that we like
 Instagram has a privacy, if we want other people to  As a place for self promotion
not be able to see what our Instagram contents are or
 Can download every video
don’t wanna stranger follow our account, then we can
 Can learn to stream, many useful videos
lock the instagram.
 The size is HD, it can be downloaded
 Instagram has various features for editing our photos.
And most favourite filter are dog and beauty filter.  Lots of videos
 Instagram includes our Followers and Following.  Long and infinite video duration
 Can make money if you work with youtube
 Disadvantages Youtube
 Can be misused by users Sales
 A lot of misleading information
 Many countries block Youtube
 Because it's too free to upload, there are lots of
useless videos or pornographic videos uploaded
 The picture faltered
 Many videos with poor quality
 Not suitable for slow conection
 Can not be downloaded directly
Instagram Youtube
III. SURVEY RESULT
To conduct research, we authors conducted several
surveys using the google drive application. We chose to use According to the survey results, 2016 architecture
Google Drive because in our opinion, Google Drive also students use Instagram to find inspiration and data in terms of
includes social media, and the majority of Atma Jaya architecture with a percentage of 68%. because using
Yogyakarta architecture students already use mobile phones, Instagram is easier to use and more instant to use. And
so filling forms online is easy and can also reduce paper usage Instagram has more content and more interesting pictures.
so that they can contribute to the sustainability of the earth . Meanwhile, YouTube has a percentage of 32%. They
Of all Atma Jaya Yogyakarta architectural students there were did not choose YouTube because YouTube was impractical,
100 respondents who had filled out surveys and entered the spent a lot of quota, and not many images.
system. After this we will describe some of the opinions that In the world of architecture, social media is very
come in.

Chart Title Sales

YA
TIDAK
Seldom (1-2 hour/day)

Midle (3-5hour/day)

Often (6- 8 hour/day)

0.00% 10.00% 20.00% 30.00% 40.00% 50.00%

much needed. Social media is very influential in terms of life
According to the results of a survey of Atma Jaya in the world of architects. They can find inspiration, tutorials,
Yogyakarta students in the 2016 Department of Architecture, data needed in the design process, to promote design, and
the average use of social media in a day is that users tend to much more. One of the most used social media is Instagram
use social media in the 3-5 hours / day with the highest and Youtube.
percentage of 47%. And followed within 6-8 hours / day with On Instagram and Youtube there are many accounts
a percentage of 39.4%, and the last within 1-2 hours / day with based on architecture and design. These accounts are very
a percentage of 15.2%. It can be concluded that the 2016 useful for designing purposes for architecture students at the
Architecture students tend to use social media at 3-5 hours / Atma Jaya Yogyakarta University class of 2016. Taken from
day for their needs. the results of survey data, students of Architecture at the
University of Atma Jaya Yogyakarta force 2016 follow the
accounts based on architecture and design. From the survey
results there were around 95.5% of the 2016 students of
Architecture at Atma Jaya Yogyakarta who followed these
accounts.
They followed these accounts to find inspiration in
designing, and to search for data, and to find tutorials for using
software.
 C. Instagram  Poor sleep quality due to excessive use of Instagram
Judging from its function, Instagram is an application can cause stress.
based on photos and videos. Therefore, many people are Based on the results of the existing survey, they
happier and more comfortable using Instagram to upload their assessed the lack of instagram, with the top results on the
daily photos, upload their daily videos, upload their works, duration of the response to the short video with a percentage
and still have many other activities. In terms of architecture, of 37.9%, followed by video answers that cannot be
Instagram is used to upload their work and its main purpose is downloaded with a percentage of 30.3%, and answers with the
to sell designs by utilizing viewers from Instagram. lowest percentage in the answer spent quota with a percentage
According to the survey results, those who choose the of 24.2%.
average Instagram answer that Instagram is easier to search
A. Youtube
Chart Title Between the goodness of using this YouTube
webpage it is easy to share with other application users such as
the Instagram application. For example, at the bottom of the
video there will be a user partnership option. Therefore, users
Graphically Communicative easily click on the 'Like button' and recommend it to another
set of applications. In this way too, social media pages can
Many Content maximize the capacity of user video sharing.
            Where in the field of marketing, too, for increasing
Easy to search (hastag) sales promotions, users can deliver video links to other users'
0.00% 20.00% 40.00% 60.00% bulletin boards. If other users are interested, your video gets a
unique outlook and the opportunity to have new customers
(hashtag), more content on the Instagram, and communicative also increases.
graphically or image. With each percentage that is in easy             In addition, the goodness of Youtube web pages is that
search answers has the highest percentage of 40.9%. Then they may be registered and used for free for life. No
followed by answers to more content with a percentage of registration fees or other fees are charged. Youtube also uses
36.4%, and for communicative answers graphically have a 'Strategic Tagging' which allows users to tag your videos with
percentage of 33.3%. keywords. Keywords may consist of words or phrases that
make your video appear in user-related searches. 'Tag' is also a
Chart Title principle for Youtube to escort the video that appears in the
related video section.
Can be seen from the data we get from respondents,
that youtube has good advantages compared to Instagram. It
Intresting Content
starts with a longer video duration than Instagram, because
Instagram only allows to upload for 1 minute. Videos
uploaded on YouTube have a better level of detail than
More Detailed Video
Instagram because of the duration of videos that can be
uploaded. The content provided on the YouTube app is more
Long Video Duration
interesting because the YouTube application has a provision
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% that people over 18 years can access all content that is on
Apart from its advantages, Instagram has a bad effect YouTube, so the content presented on YouTube has more
on the mental health of teenagers in the world. According to choices and is not difficult to find something that is needed.
the Royal Society for Public Health Survey (2017), it is But behind the simplicity and convenience that is
emphasized that Instagram is considered as the most adverse available when using this Youtube webpage, there are also
social media for mental health itself. Mental problems that can some weaknesses in it. Among his weaknesses is no womb
arise as a result of using Instagram as follows: control. The goal he established is to load up videos that have
a good purpose for getting thousands of views to users'
 Anxiety and depression due to comparing yourself
Youtube videos. But beyond that, there are also users who
with other people's posts.
have misused using this webpage. Such things are like users
 Fear of Missing Out (FOMO) arises. learning to 'remix' videos and audio and realize the element of
 Images related to the ideal body shape give rise to an surprise. Mother father users also cannot guard any of the
inferiority complex. actions of their children looking for and watching Youtube
videos. The contents of the contents that are loaded up also do
not have any barrier to the comments of other users such as
Chart Title the use of language, humiliation of people and also the threat
of malignancy.

Spend more quota

The
Video Royal
Can't Society for Public Health Survey (2017)
be Download

Short Video Duration

0.00% 10.00% 20.00% 30.00% 40.00%

            The second drawback is that the video loaded up The majority of the respondents answered that they
causes it to be fresher than the search. FreshTypically in could remember the product review they viewed mainly
Google search, older than 'post blog', more he will be taken to based on the content and the way it was presented. When
the page of the decision sought. This is because the page has asked what kind of products were more likely to grab their
increased the level of credibility in online. For comparison, attention and buy it, the respondents answered for fashion.
search YouTube doesn't act that way. Instead, he considers the Majority also answered that they mostly viewed product
latest video as 'hits top-rated'. There is what is recognized as a reviews on YouTube and Instagram. Majority also
"freshness" factor in each video. So in an effort to video users answered that they would prefer product reviews to
to high ranks and generate praise, users must have either given advertisements. When asked what made the influencer’s
up the original or loaded up their original if you got a period work more credible, the majority answered that it was their
and released an older video. content and not their popularity factor. It was also clear that
In addition, there are also Youtube users who have the majority of the respondents would buy a product post its
misused it by violating the copyright that belongs to any endorsement.
registered company. For example, such as recording activities After the experiment with the 10 members in the
that were originally shown on a video and then loaded up to focus group and interviewing them, the researcher then
the page to make it easier for other users to watch and derived 14 themes from the interview. The themes include:
download without being charged with any boarding. Relatable Content, Time, Impact, Personal interests,
Intention, Self-representation, Reviews, Content
Chart Title presentation, Credibility, Emotions, Engagement, Expense,
Market, and Loyal. Each theme has been discussed
individually.
Relatable content generally talks about how the
content put out by the influencer needs to be easily
Spend More Quota understandable and jargon free. Content is about how the
content needs to focus on both the positives and the
Less Content negatives of the product. Time is about how it is beneficial
if the video is short in nature. Impact focuses on how the
Lots of Advertisement sample did feel motivated to purchase the products which
were endorsed. Personal interests are the intrinsic
0% 10% 20% 30% 40% 50%
motivational factor that determine the action of a person
But from some of the advantages possessed by after they view a product review. Intention is about if the
YouTube, there are also some disadvantages that YouTube has viewers perceives that the influencer’s main intention is to
compared to Instagram. Compared to Instagram, YouTube has sell the product or not. Self-representation, focuses on how
more ads in each video to watch. Each video can have two or one sees themselves in the place of an influencer while
three ads. Sometimes this makes people who watch annoyed viewing their work. Reviews are about how well the
because they are watching, cut off by the advertisements that influencer reviews the product.
aired. Apart from that youtube has a disadvantage which is Content presentation is about how well the
quite annoying. Watching videos on youtube is faster to spend videography or the photography was involves, as it shows
on internet quota owned. This is because when watching professionalism. Credibility, is the factor which determined
YouTube internet quota will continue to run because it will be if the source is credible enough or not. Emotions, is the
accompanied by the appearance of advertisements and factor that is found in advertisement and not in product
refreshing the suggested videos. reviews, this making it more objective. Engagement is
about how the influencer comes up with different styles of
D.Findings and Discussion content to keep the audience engaged. Expense is the main
pricing of a product. Market is the specific target audience
The survey of 8 questions was answered and filled
that both the influencer and the advertisers aim for. Loyal is
online by 100 respondents. The majority of the respondents
a factor which is about how a few of them are loyal to
belonged to the age group of 18-21 years, and most of them
certain products, while the others are loyal to certain
were women. Majority of the respondents follow popular
influencers.
influencers on Instagram and YouTube. The questions
The interviews were then conducted with 3
were asked if they have ever viewed product endorsements
influencers, and the researcher narrowed down up to 13
and the majority answered yes. When asked if they had
themes form the interviews. Medium, Business profile,
viewed the advertisement of the products reviewed, the
Barrier, Presentation, Deliverables, Visibility, Teamwork,
majority said yes. However, when it came to remembering
Content, Trials, Conflict of interests, Promotions,
the product reviews, the majority answered sometimes as
Interaction, Prospects. Each theme has been discussed
this maybe because they may have viewed various product
individually.
reviews at once, this was the same with remembering the
advertisements.
 Medium was derived after interviewing the exposed to marketing by social media influencers. The
influencers about why they choose the medium of either content presented by the influencer is definitely more
YouTube or Instagram. Business profile was derived from preferred than advertisements as it is more elaborate and
interviewing the influencers about why they choose the unbiased in nature. The product endorsed should be in
Instagram as a platform, to begin with. Barriers were sync with the influencer’s job/ profile to make an impact
derived from interviewing the influencers about what was on an audience this is because the review presented by the
their toughest part of their job. Presentation has been influencer is perceived to be more knowledgeable as they
derived from interviewing the influencers about how the are professionals in their field. The brands that are more
presentation of their work should be. Deliverables is likely to influence the audience is fashion, beauty and
derived from interviewing the influencers about how they fitness products. Most of the times the product that is
need to meet the requirements given by the brands. showcased in the work of an influencer is often received
Visibility is derived from interviewing the influencers and with a positive impact and the audience are willing to
about how they keep themselves visible amongst the brands purchase the products showcased by the influencer.
and the companies. Teamwork is derived from interviewing Through this, all the research questions have been
the influencers when they were asked about if they have a answered.
team that helps them out in their work.
F. Liminations
Content is derived from interviewing the influencers
when they were asked about how they come up with The limitations to this study include, that the study is
content for their posts. Trials is derived from interviewing specific to the region and hence cannot be applied
the influencers when they were asked about what makes worldwide. The interviews conducted with the influencer
their content so authentic in nature. Conflict of interests is sample is small and could be bettered. The results of the
derived from interviewing the influencers when they were research paper were derived from studying both qualitative
asked about how they deal when they face a conflict of and quantitative methods from a particular age group of
interests between the PR of the brand and their own style of 18-21 year old college students. The research paper
presenting the content. Promotions is derived from focuses only on the influencers from a visual social media
interviewing the influencers when they were asked about platform and the same may not be applicable with other
how coupon codes worked. interactions is derived from platforms.
interviewing the influencers when they were asked about if
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