I am shocked. I did not know this was a thing. I thought they were all individuals making videos because they wanted to and were saying what they thought. I never knew they .. could be paid to make a positive review video. I said it before but I am shocked. This will take a few days to settle. People paid on YouTube to say what they are saying. I am not being sarcastic, I really mean it, it never occurred to me. They seem so natural and honest. I am not well prepared as an adult. Maybe I am more than I think since I have my own apartment and I am okay, I must know how to do some things but I have been watching YouTube for years and years and never knew some people were doing commercials.
Yes, it can happen, but there are a couple of things you can look for.
For instance, if you're ever watching something like that and someone goes "Okay it's time to talk about our sponsor, THIS GAME OVER HERE, holy crap wow I like it", yeah, chances are they do not like it. That one's almost universal, when it happens. They are being paid to put that element into the video, and it only makes sense to pay someone if they are going to say things that promote the sales of your game. So that's what they do. In many cases, sponsored segments are read off of a freaking script! And as a rule, if a company NEEDS to pay someone to tell others how great their product is... it probably aint so great, which is why they're dishing out the cash.
Fortunately, these days most content creators will be open about what is sponsored and what is not. That's become part of the rules, in a way. But sometimes you still get a bad egg in the bunch, where someone is making a video about things they "love", but with a secret bias behind it that the viewer never sees.
Dont get me wrong: There are a zillion videos out there, and many entire channels, that are people seriously just talking about their favorite things. But here's the thing: Even when they're being 100% honest and just gushing over their favorite things, that doesnt immediately mean YOU will like those same things, yeah?
I should also note though, to beware of the really major publications. The big review companies.
Like, I write reviews myself, over on Steam, and I can say whatever the heck I want. I dont have to hold back, I can just be totally honest, because nothing is stopping me from doing so. If I dont like a game, I'm gonna freakin' tell everyone and their grandma just how much I dont like it. And who is going to stop me? Batman?
But if it's, say, a paid, professional reviewer at like IGN or something? Well, if IGN gets paid a blob of money by some big game publishing company to put out positive reviews for their newest upcoming game, even if one of their writers does indeed try to write a truly honest review about how they dislike the game... that review will never see the light of day, because that wasnt the deal. The WRITER may not want to have to lie... but they also need to continue having a job. They either put out the fake positive review, or else. There's a lot more to it, but generally among the community, the big review groups are known for being... not very honest. It's gotten to the point where groups like IGN are almost considered a joke. Well, no, not "almost", they downright ARE considered to be a joke these days.