From makeup tutorials and movie reviews to used car sales and urban exploration, anyone can build an audience on YouTube, even if their content sounds like it would only appeal to a tiny proportion of the population.
One of the more unique and unexpected trends to explode recently is the subgenre of manufacturing machinery videos.
From long-standing big-hitters like the award-winning Hydraulic Press Channel to up-and-coming creators like Jack Mack Woodturning, millions of people are clearly entranced by clips of heavy equipment being put to work on all sorts of materials.
So what’s the motivation behind this trend, and is it a flash in the pan or will it continue for years to come?
The Oddly Satisfying Aspect
Without a doubt the primary appeal of manufacturing machine videos on YouTube is that they scratch that ineffable itch that every person has for seeing the satisfying process of products being made with specialist gear.
You can start your own channel with an affordable used lathe and as long as the YouTube algorithms are kind, you could easily attract an audience of viewers who want to see large pieces of wood being crafted into small yet perfectly formed items.
There is something about the removal of material, in combination with the shaping of a rough work piece into the finished article, that clicks with a multitude of viewers.
At the other end of the spectrum, people also get a lot of satisfaction out of the destructive aspects of manufacturing machinery. The aforementioned Hydraulic Press Channel hit it big with clips of everything from giant gummy bears to diamonds being crushed.
The appetite for destruction seems to be just as strong as that of creation in the fickle world of YouTube. People can take pleasure in both, and furthermore manufacturing machinery can offer it up to them in a controlled, safe, repeatable way, rather than having to rely on random events leading to an enjoyable video.
The Novelty Factor
The second reason behind the phenomenal success of manufacturing machine videos on YouTube is that for most people, seeing this equipment in their day to day life is unlikely.
The proportion of the population employed in manufacturing has shrunk over the years, so for anyone who spends all day at a computer in an office cubicle, seeing a huge piece of equipment in action is truly novel.
It’s also worth noting that while there are some videos and channels that involve very large, industrial-scale machines that are only really found in major operations, the majority of the channels that have gained traction are run by small business owners out of their workshops.
Thus the novelty is as much about seeing how traditional techniques as well as modern technologies are used hand in hand by craftspeople, as it is about getting raw satisfaction out of the processes.
At a time when so many products we interact with seem like they are made by an army of automated robots on an assembly line, the unique charm of materials like metal and wood being manipulated on a smaller scale still has the power to hold an audience’s attention.
The Established Precedent
Another point to make about the impressive viewership garnered by manufacturing machinery online is that there is a precedent for public interest being shown in this type of activity.
Shows like How It’s Made have been a hit on traditional TV for decades, as have documentaries on the manufacturing sector as well as the boutique crafts industry.
Back in the first half of the 20th century, footage from organizations like British Pathé showcased the emergence of mass production for eager audiences watching cinema newsreels.
So it really should be no surprise that modern viewers are just as keen to see what goes on behind the doors of workshops, warehouses and factories. The only thing that has changed is technology.
The Vicarious Thrill of a Job Well Done
Lastly, it’s worth admitting that for a lot of people, watching machinery being used by experts to make all sorts of products from start to finish is engaging because it lets us feel like we are partly responsible for the results, even if we don’t have the skills, equipment or dedication to actually achieve this ourselves.
YouTube lets us live vicariously and see the world through the eyes of others. Just as we watch top chefs on cooking shows, without ever really intending to produce the same sumptuous recipes they serve up, we enjoy manufacturing videos on YouTube in much the same way.
