Armchair historians are not only getting people interested in the past, but they’re making money … [+]
There is the old saying that “history is written by the winners,” but on YouTube a new generation of history “influencers” are sharing the stories from all sides. These armchair historians are not only getting people interested in the past, but they’re making money while doing so.
Unlike the brand ambassadors or influencers that cover the latest fashion trend, these YouTube channels are about spreading history and in some cases even selling “products.” The timing is right, because there really isn’t much in the way on TV today that is actual history – and instead the former “History Channel” is now mostly filled with reality series.
YouTube’s The History Guy, The Armchair Historian, Military History Visualized and Brandon F. have filled the void – offering compelling videos that are as professional and polished as anything that you might have seen on TV a decade ago. These individuals have a serious passion for history, one that has turned into actual careers.
Brandon Fisichella – aka Brandon F. – started making educational YouTube videos some four years ago while he was studying for his undergraduate degree as a way to expand on his reenactment hobby.
“I was a big fan of a number of other historical YouTube channels – particularly Lindybeige, Metatron, Shadiversity, and ScholaGladiatoria,” explained Fisichella. “I took inspiration from their content and I thought I might be able to achieve something similar with my own interests in 18th and 19th Century military and social history.”
It wasn’t long before he reached a hundred subscribers, which turned to thousands and now with 60,000 subscribers, YouTube represents the most significant portion of his income. “At this point it is less of a hobby, and more of a proper job,” Fisichella added. “It has also allowed me to begin branching off into a variety of other business ventures, including offering private tours in Boston, selling merchandise, and I also hope to have my first book published sometime in the next year or two!”
Lance Geiger has a very similar story – he had been teaching history at the university level before venturing into the corporate world – but as “The History Guy” it has become an actual career. He currently has nearly 700,000 subscribers, a very respectable number for an influencer, but it began with a few videos and grew over time.
“The cool thing about YouTube is that you can find a niche audience and make it work,” said Geiger. “On TV you’d need millions of viewers for a show, but YouTube allows you to do these shows and find an audience.”
Fisichella and Geiger – along with those other dozens of history-based YouTube channels – have proven that history need not be seen as dull or boring.
“I’ve had people comment that they thought history was boring as a kid and now they find the YouTube videos so fascinating,” added Geiger.
Income Potential
In addition to any potential ad revenue from the videos, there is the added income from the “stores” that these history influencers have added to their respective YouTube pages. This includes the requisite t-shirts and mugs, which fans are apparently steadily buying.
For most of these influencers there isn’t much in the way of “brands” to promote or “products” to hawk. Instead their influence is used to promote interest in the subject.
“Because these individual YouTube channels are not reliant on large support networks or official advertising contracts, and are often just the hobbies or side-jobs of their creators, they can potentially be far more academically honest than more traditional media forms,” said Fisichella.
Actual Products
There is one area of YouTube influencer that could be seen to actually be “product-orientated” and that is the military antiques – or militaria – dealer.
Daniel Fisher of UK-based Regimentals is a third-generation dealer of military antique, and he was convinced to start talking about his business by his then-teenage daughter who has since become a social media influencer in her own right.
Instead of talking about past battles or debating the accuracy of a recent war movie, Fisher’s videos focus on the large antique shows he regularly attends and puts a spotlight on the old uniforms, medals, edged weapons and other items he acquires. Fisher is currently one of only a very small handful of militaria dealers that has embraced the business in such a manner.
For him it isn’t just about selling merchandise as much as it is about future-proofing the hobby and ensuring that there will be future collectors. Military antiques are expensive, and like the art world are filled with arguably more fakes than real pieces so videos like Fishers’ – as well as Brandon F.’s and others – serve to help educate as well as inspire.
“The videos allow us to reach young people who have a passion for history but might not be able to come to some of the shows,” said Fisher.
“Right now the younger collectors are from 15 to 30 years old, and they don’t have the disposable income yet but if we encourage them to buy what they can afford when they’re young they’ll move up to the more expensive stuff as they get older,” he added.
Easier Now Than Ever
One thing all the history influencers have in common is that this is a golden age to get started. The modern software editing programs, affordable cameras and most notably a platform to go directly to the masses has allowed these individuals to reach their steadily growing audience.
“Even 10 years ago this wouldn’t have been easy to create,” said Geiger. “Almost anyone can do it alone in the basement. It gives a brand new opportunity that is niche but that can be interesting to other people. It is funny how social media grows. Ten people watch and they tell 10 people and it grows to hundreds of thousands.”