London — Apology videos by YouTube influencers are so inescapable that they have blossomed into a recognisable format.

The set-up is carefully planned so viewers are not distracted by mansions, sports cars and other evidence of YouTube-generated wealth. Wacky jump-cut edits and visual effects are also out. The idea is to demonstrate total sincerity while staring damp-eyed into the camera and asking fans (and advertisers) for forgiveness.

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