Millennials are one of the largest consumer demographic and an obvious target choice for many brands. But have you wondered why millennials trust Youtube stars more than mainline celebrities? Here’s the answer:
YouTube v/s Television
An overwhelming majority of millennials don’t watch TV and don’t care much what mainstream celebrities have to say about products or services. Rather millennials trust their favourite social media stars and peer-to-peer advice the most.
Genuineness v/s Fakeness
Millennials deeply despise inauthenticity. Mainline celebrities act according to their PR strategies rather than free will, and hence millenials don’t relate to them. Youtube stars who are not afraid to be goofy, funny or to speak up on sensitive and personal matters, thus coming across as genuine.
As per Google:
- 70% of teens admit that they can relate to Youtube stars more than to traditional celebrities
Intimate experiences v/s Generic experience
With mainline celebrities, millennials know its the actor and not the real person endorsing the product. This transforms to a generic experience for the millennials. Youtube stars on the other hand connect better by building intimate experiences, which the millennials can relate to.
As per Google:
- 40% of millennial YouTube subscribers say that their favorite content creators on Youtube understand them even better than their friends
Less engagement v/s More engagement
It’s almost impossible to reach out to a mainline celebrity, and receiving a reply from them is even more remote. For Youtube stars, on the other hand, it’s mandatory to reply to people’s comments, ask them for suggestions for their next video, and be accessible on their social media handles. This relationship leads to higher engagement, exactly what millennials like.
As per Google:
- Videos created by Youtube stars create upto 12 times more comments and upto 2 times higher action, as compared to mainline star videos
YouTube stars set trends
As per Google, 70% Youtube subscribers say that YouTube personalities change and shape pop culture and 60% say they would make buying decisions as per the recommendation of their favourite YouTube stars.
If your brand’s target audience is millennials, we would be happy to create engaging video content with Youtube stars that will propel your brand to the top. Please reply to this email with the date & time convenient to you and we will be happy to meet you…
