Abstract

This paper explores the emergence of true crime YouTube influencers as key players in the true crime genre, focusing on the contributions of Bella Fiori and Bailey Sarian. Through an examination of their content and engagement with their audiences, the paper highlights how these influencers create communities centred around shared interests in true crime narratives. Fiori’s skilful incorporation of maps, crime scene photos, and personal reflections enhances the sense of community within her content, while Sarian’s unique blend of makeup tutorials and true crime storytelling fosters intimacy and connection with her audience. By analyzing specific examples of audience interactions and personal connections to cases, the paper demonstrates how these influencers provide platforms for fans to engage with true crime content, share their perspectives, and find comfort and camaraderie among like-minded individuals. Ultimately, this paper argues that true crime YouTube influencers play a significant role in creating supportive and empathetic communities where fans can connect, discuss, and reflect on the complexities of true crime narratives.

 

Introduction

True crime stories have captivated audiences worldwide, providing compelling stories and profound insights into human behaviour. Recently, true crime YouTube influencers have become key players in this genre, providing fans with engaging content, analysis, and discussions. The video-sharing social media platform, YouTube, was founded in 2005 by Steve Chen, Chad Hurley and Jawed Karim (Hosch, 2024). The site was producing over 100 million videos per day and the growth continued (Hosch, 2024). Different personalities began to stand out among the rest and they became YouTube influencers. A YouTube influencer, also known as a YouTuber, is someone who has developed expertise in a specific area and amassed a significant following on the video-sharing platform. As YouTube evolved, influencers started to establish their own communities centered around their content. For instance, beauty creators formed the beauty community. (Hundt & Nerber, 2023). Well-known YouTubers typically have their own dedicated communities of viewers. These viewers frequently utilize the comment section of videos to express their opinions and engage with fellow audience members.

 

The popularity of true crime content has surged alongside the growth of YouTube and streaming platforms. Netflix is the top choice for true crime content consumption, with 62% of people preferring it, followed by YouTube, favoured by 42% of users (Vivint, n.d). True crime content encompasses stories, documentaries, podcasts, and videos that explore real-life criminal cases, investigations, and mysteries. It often delves into the details of criminal activities, motives, and the pursuit of justice, captivating audiences with gripping narratives inspired by actual events. Audiences find pleasure in true crime content, as they relish witnessing real mysteries unravel and resolve from the comfort of their own sofa (Gray, 2023). Most true crime YouTubers are female, reflecting their predominantly female audience, with women accounting for 80% of true crime consumption (Bonn, 2023). Research indicates that women may confront their fears of vulnerability and perhaps their anger regarding the experiences of other women through engaging in true crime content (Sales, 2023). They perceive true crime as a means of learning how to avoid becoming a victim themselves (Sales, 2023).

 

Australian YouTuber Bella Fiori has captured the attention of viewers with her “Mystery Mondays” series. Every Monday, she shares a video about an unsolved true crime case, enabling her audience to form their own opinions (Yadin, 2023). Californian YouTuber, Bailey Sarian is another well-known true crime influencer. She launched her series “Murder, Mystery & Makeup” in 2019, where she narrates cases while creating a full glam makeup look (Jackson, 2021). The interactive communities facilitated by true crime influencers like Bella Fiori and Bailey Sarian provide comfort and foster connections among true crime enthusiasts.

 

Bella Fiori

Bella Fiori stands out by skillfully incorporating maps, crime scene photos, and meticulous research into her narrative, offering viewers a vivid visualization of the details surrounding unsolved true crime cases while guiding them through her insightful analysis. Fiori fosters a sense of community with her fans through various methods, such as engaging with them in the comment sections of her videos, responding to their questions and thoughts, and actively encouraging discussion and interaction.

 

Fiori produces some videos focused on unsolved cases, where she explores multiple theories and invites viewers to participate by sharing their own beliefs or theories in the comments section. In the comment section of her video titled “THE UNSOLVED MURDER OF JONBENÉT RAMSEY,” a viewer queries Fiori about her stance on the case. Fiori replies “I think it was the brother! Undecided if he killed her or knocked her out and the parents unknowingly killed her though, but I definitely think it was the brother and the family tried to cover it up” (2017). Fiori frequently demonstrates her engagement with her audience by actively participating in the comments section and consistently liking and responding to viewer comments. In response to a fan’s comment on her video “JACOB WETTERLING: SOLVED AFTER 27 YEARS” expressing the emotional weight of the case, Fiori acknowledges the sentiment, stating, “I agree, so so sad I had to take multiple breaks when I was researching this case because it’s so incredibly sad” (2018). Bella Fiori’s active engagement with her audience, responding to their inquiries and sharing personal reflections on the emotional impact of the cases she covers, exemplifies the sense of community she cultivates within her content. This interaction not only fosters a deeper connection between Fiori and her viewers but also reinforces the idea that true crime fans find comfort in the empathetic and supportive environment provided by true crime YouTube influencers and their communities.

 

Fiori has delved into numerous lesser-known Australian cases, particularly those from Western Australia, her place of origin. She selects these cases with the intention of facilitating connections among individuals from these regions, encouraging them to share their own experiences. In her video discussing the Claremont Serial Killer, Fiori reveals the personal significance of the case, explaining its proximity to her own upbringing, “this case is actually so close to home for me, because I was born 10 minutes from where all of this was happening, at the time that this was happening” (2019). Fiori also elaborates that her mother informed her about a family connection, revealing that one of her uncles knew the father of one of the victims in this case. This demonstration of Bella Fiori’s personal connection to the Claremont Serial Killer case enhances the sense of community and relatability within her content. By sharing her own experiences and familial connections to the case, Fiori not only humanizes the tragedies being discussed but also fosters a deeper connection with her audience. This personal insight into the case serves to engage viewers on a more emotional level, allowing them to relate to Fiori’s experiences and perhaps even share their own connections or thoughts in the comments section. Overall, this example highlights how true crime YouTube influencers like Bella Fiori create a sense of community by sharing personal stories and connections related to the cases they cover, ultimately contributing to the comfort and engagement of their audience. Bella Fiori’s personalized approach to true crime content, which incorporates personal connections to cases and active engagement with her audience, exemplifies how true crime YouTube influencers foster a sense of community and comfort among fans through empathetic storytelling and interactive discussions.

 

Bailey Sarian

YouTuber Bailey Sarian adopts a unique content approach, integrating the casual activity of applying makeup with recounting unsettling true crime narratives. Her introduction to this genre began with the Chris Watts case. Reflecting on her motivation, she shared with Dazed Beauty, “…I had been following it so closely but had nobody to discuss it with,” prompting her to engage with her subscribers instead and create videos that evoke the feeling of “chatting with a friend,” (Tonic, 2020, para 4). Through her engaging storytelling and relatable demeanour, Sarian’s videos have resonated deeply with fans, fostering a sense of community among her substantial following of over 7 million subscribers. This interactive community not only provides fans with a platform to indulge their fascination with true crime but also offers a space where they can find comfort and connect with others who share their interests and experiences. Sarian recognises her community as her reason for creating:

 

I love the sense of community. I’ve got viewers of all ages, races, and genders watching and commenting. I love reading different perspectives about what we talk about… We all find a common ground with true crime and make-up. It’s strange, but it works. (Tonic, 2020, para. 13)

 

Sarian’s videos predominantly focus on solved cases; however, this does not deter her audience from expressing their opinions, often highlighting misconduct within the cases and sharing their frustration. In one of Sarian’s videos titled “Jeffrey Dahmer: Inside His Messed Up Mind & How He Almost Got Away,” commenters express disbelief at the police’s oversight. One user questions, “Why are police officers always so terrible at their jobs in these stories?” (@bananas8054, 2021). This comment sparked a discussion with 59 replies, indicating how Sarian’s content fosters a platform for her audience to connect, share their perspectives, and collectively engage with the issues raised in true crime narratives. Another user commented, “I love how you tell this story just like you’re gossiping about some girl Jennifer to us” (@coalslaw6766, 2021). This observation underscores the relaxed and conversational style that Sarian adopts in her videos, aiming to actively engage the viewer. By creating an atmosphere akin to chatting with a friend, Sarian facilitates a sense of intimacy and connection within her audience, aligning with the thesis that true crime influencers like her provide a platform for fans to find comfort and connect with others.

 

Bailey Sarian’s content creation fosters a sense of community among her audience, providing them with a platform to connect, share perspectives, and engage with true crime narratives. Sarian’s recognition of her community as a driving force behind her content creation further supports the thesis that true crime influencers like her enable fans to find comfort and connect with others who share their interests and experiences. Sarian strengthens her community bond by utilizing the ‘Community’ tab on YouTube, where she frequently invites viewers to suggest stories they’d like her to delve into. This interaction contributes to the sense of belonging and comfort that true crime fans find in both Sarian’s content and the supportive communities surrounding it.

 

Conclusion

In conclusion, the rise of true crime YouTube influencers such as Bella Fiori and Bailey Sarian has not only transformed the landscape of true crime content but also created thriving communities of enthusiasts seeking connection and comfort. Through their engaging storytelling, meticulous research, and active engagement with their audiences, influencers like Fiori and Sarian foster a sense of community where fans can share their thoughts, theories, and emotional reactions to the cases discussed. By incorporating personal connections to cases and encouraging viewer participation, these influencers provide a platform for fans to not only indulge their fascination with true crime but also find solace and connection with others who share their interests and experiences.

 

Bella Fiori’s approach to true crime content, which includes sharing personal stories and connections related to the cases she covers, enhances the sense of community and relatability within her content. By actively engaging with her audience and responding to their inquiries and reflections, Fiori creates an empathetic and supportive environment where fans feel understood and validated in their emotional reactions. Similarly, Bailey Sarian’s unique blend of makeup tutorials and true crime storytelling fosters a sense of intimacy and connection within her audience, as viewers feel as though they are chatting with a friend. Through their respective platforms, Fiori and Sarian provide fans with not only entertainment and education but also a sense of belonging.

 

Overall, the success of true crime YouTube influencers like Bella Fiori and Bailey Sarian underscores the profound impact of their content in creating communities where fans can find comfort, connection, and shared understanding. As true crime continues to captivate audiences worldwide, these influencers serve as catalysts for meaningful discussions, emotional support, and the cultivation of genuine relationships among fans, ultimately demonstrating the power of storytelling to unite and empower individuals in their shared interests and experiences.

 

References

 

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