The new practice of creating and publishing video blogs has become a modern phenomenon, and as a novelty in the digital world it has reached its ascent in 2014. Video blog as one of the most popular user generated content has with the openness of online platforms that allow each user to participate and with the increase in the accessibility of cameras increased its presence and integration in web environments, which significantly affects the design and build of digital identity, self-presentation, communication and strategic skills to attract viewers. This type of video content has become the most widespread on YouTube's online platform. Video blogging as a form of media and cultural practice is becoming increasingly widespread in Slovenia as well. Accordingly, in my master'st hesis, I work on identifying and listening the most popular Slovenian video bloggers, the form of participation, and the question of what the collective image of the Slovenian part of the online YouTube platform is and what their attitude towards the platform itself is. With a quantitative research method – text analysis - I checked hypotheses that is primarily based on reviewing the features of the most popular video blogs.