{"id":58613,"date":"2015-08-12T20:06:10","date_gmt":"2015-08-12T12:06:10","guid":{"rendered":"https:\/\/canadianinquirer.net\/v1\/?p=58613"},"modified":"2025-01-13T07:29:23","modified_gmt":"2025-01-13T12:29:23","slug":"back-to-school-searches-surge-as-students-seek-diy-content","status":"publish","type":"post","link":"https:\/\/canadianinquirer.net\/v1\/2015\/08\/12\/back-to-school-searches-surge-as-students-seek-diy-content\/","title":{"rendered":"Back to school searches surge as students seek DIY content"},"content":{"rendered":"
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TORONTO — For Sandi Crystal Ball, the secret to social media success was right at her fingertips.<\/p>\n

The Newfoundland and Labrador native is the creator of CutePolish, the No.<\/p>\n

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1 nail art channel on YouTube. She has amassed more than 2.5 million subscribers and her video tutorials have surpassed 300 million views.<\/p>\n

Ball posts how-to demonstrations on transforming bare nails into colourful canvases dotted with whimsical, miniaturized images, spanning from fruit and flowers to palm trees and polka dots.<\/p>\n

While nail art is widespread today, she recalled there wasn’t much in the way of do-it-yourself tutorials about five years ago when she was attending Memorial University in St. John’s, N.L.<\/p>\n

“A lot of my classmates and friends, they would always see my nails and (say): ‘Wow! What salon did you get your nails done at?’ And I’d say: ‘No, no, I did them myself,'” she recalled in an interview from Windsor, Ont., where she now resides.<\/p>\n

“They would always be impressed and (say): ‘It must have taken you so much time to have done that.’ So, I realized there was a market for this.”<\/p>\n

According to YouTube, young Canadians are increasingly going online in the back-to-school season as they prepare for a new school year.<\/p>\n

YouTube data reveals a 67 per cent increase in searches for back-to-school content last year, compared to 2013. DIY videos experienced similar growth (68 per cent) and are already up 63 per cent this year.<\/p>\n

Globally, YouTube reported 120 per cent growth in viewing time for back-to-school videos between January and June. Videos on back-to-school hairstyles were watched more than 119 million times this year, with dorm tour videos up 122 per cent this year alone.<\/p>\n

Ball has racked up millions of views with her\u00a0back-to-school-themed nail art videos, incorporating images of\u00a0classroom staples like calculators, pencils, crayons and the iconic\u00a0red apple. She said she plans to simplify her approach with her\u00a0latest crop of school-themed clips, likely focusing on quick, easy\u00a0but trendy manicures.<\/p>\n

“It’s amazing because it’s teaching girls how to do things that prior to this age you would have to learn from a magazine — and maybe your magazine only prints one manicure idea a month,” said Ball, 26.<\/p>\n

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<\/p>\n

“There’s just so much nail content now and beauty\/DIY content that girls are able to do things that they always wondered how to do and didn’t think they could even do by themselves.”<\/p>\n

Anabel Quan-Haase, associate professor of information and media studies and sociology at Western University in London, Ontario, believes online back-to-school content is so popular because of the rapport viewers feel with content creators.<\/p>\n

“You can relate to these people.<\/p>\n

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You can see yourself being that person and being able to laugh about yourself solving the problem,” said Quan-Haase, director of the Sociodigital Lab, which does interdisciplinary research on social issues of digital technology.<\/p>\n

“I think more importantly it’s very real. And I think that authenticity is something that is really important in social media.”<\/p>\n","protected":false},"excerpt":{"rendered":"

TORONTO — For Sandi Crystal Ball, the secret to social media success was right at her fingertips. The Newfoundland and …<\/p>\n","protected":false},"author":44,"featured_media":58843,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1482,3],"tags":[],"class_list":["post-58613","post","type-post","status-publish","format-standard","has-post-thumbnail","category-breaking","category-lifestyle","mauthors-lauren-la-rose","mauthors-the-canadian-press"],"_links":{"self":[{"href":"https:\/\/canadianinquirer.net\/v1\/wp-json\/wp\/v2\/posts\/58613","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/canadianinquirer.net\/v1\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/canadianinquirer.net\/v1\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/canadianinquirer.net\/v1\/wp-json\/wp\/v2\/users\/44"}],"replies":[{"embeddable":true,"href":"https:\/\/canadianinquirer.net\/v1\/wp-json\/wp\/v2\/comments?post=58613"}],"version-history":[{"count":1,"href":"https:\/\/canadianinquirer.net\/v1\/wp-json\/wp\/v2\/posts\/58613\/revisions"}],"predecessor-version":[{"id":283353,"href":"https:\/\/canadianinquirer.net\/v1\/wp-json\/wp\/v2\/posts\/58613\/revisions\/283353"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/canadianinquirer.net\/v1\/wp-json\/wp\/v2\/media\/58843"}],"wp:attachment":[{"href":"https:\/\/canadianinquirer.net\/v1\/wp-json\/wp\/v2\/media?parent=58613"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/canadianinquirer.net\/v1\/wp-json\/wp\/v2\/categories?post=58613"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/canadianinquirer.net\/v1\/wp-json\/wp\/v2\/tags?post=58613"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}