It’s astonishing how YouTube transformed into a social media giant so quickly! YouTube was founded in 2005 and ten years later was purchased by Google for $1.65 billion. It has become a social platform leading the charge on original content with many many people watching over 1 billion hours of YouTube videos every day.
The fact that YouTube reaches more 18-49 year-olds than any broadcast or Cable TV network, makes it crystal clear that advertisers wanting to reach a younger audience need to consider spending money on YouTube ASAP (if you want to reach younger viewers, which 99% of us do). I have a few unbelievable statistics on YouTube (with receipts): YouTube is the second largest search engine and third most visited site (behind Google and Facebook), 500 hours of video are uploaded to YouTube every single minute and the number of YouTube channels earning six figures has increased by 50% year over year. And those are just a few of my favorite stats.
What YouTube gets right about being a social platform is it’s easy to use platform, video recommendations and advertising placements. I’ve personally gone on YouTube for the sole purpose of finding a new trailer for a movie I want to see or wanting to watch that new Halsey video and just getting lost watching recommended videos, one after another, and temporarily forgetting why I came to YouTube in the first place. Their advertising placements work better for the consumer versus Facebook and Instagram where it can feel like you are being overwhelmingly advertised too (after every few posts in my feed sometimes!). YouTube always has an ad at the top of the page and at the beginning of most videos, which is what the consumer has come to expect and generally agrees to watch.
Video is such a powerful way to connect (and advertise) to consumers. But direct advertising on YouTube isn’t the only way to reach that younger audience, influencer marketing on YouTube is a very popular way to reach those Gen-Z kids. They trust influencers opinions and have learned to tune out advertisers. They want to be like these influencers and will buy what they are selling. But the influencer has to be authentic. For example, Summer McKeen in one of her videos says “As you guys know I don’t work with any brands that I don’t truly believe in and truly love” and I believe her. Her love of MVMT sunglasses really shows and is authentic. She also didn’t spend the entire video talking about the glasses, just the beginning, and showed 10+ photos of her wearing them IRL. It wasn’t pushy, forced or fake. She did a better job of promoting the brand than most of the influencers I’ve worked with. It reminds me of how the movie “Love Simon” was promoted in an episode of Riverdale and it was cringe-worthy how obvious and unauthentic the placement was. The idea was a good one, but the execution was not successful.
According to AdWeek, influencers hold more sway than celebrities when it comes to branded content. There are high impact influencers and “micro” influencers. The “micro” influencers can easily slip out of popularity if they don’t keep up with their YouTube page. If they stop posting or don’t keep up with the trends they will lose their cult following. There are trends in the YouTube sphere that are popular amongst teen “lifestyle” influencers: A Week in My Life, Shopping at Thrift Stores and more. These lifestyle influencers show their followers their “perfect” life. Influencers on YouTube are the new reality television and radio personalities for today’s teenagers. They tell their viewers how to live their best life: “drink more water,” “make your own green smoothie” and “try this face cream.” Here are some popular teen lifestyle vloggers: Hailey Sani & Nil Sani, Tatiana Ringsby and “Queen” James Charles. What makes them successful? Engaging with fans, posting at least once a week, a lively personality, and being “somewhat” relatable. They shop at Brandy Melville and brought the Pop Socket into popularity.
Don’t underestimate the power of influencers! Use their popularity, influence and content to transform your brand. You can thank me later.