Actress Sofia Vergara or makeup vlogger Yuya? Athlete David Beckham or Minecraft Master DanTDM? Millennials would indisputably choose YouTubers as their key influencers.
A new study from affiliate marketing company Affilinet shows that millennial shoppers are more likely to buy a product that has been promoted by a YouTuber, blogger or Instagrammer than a TV celebrity.
2,293 UK adults between the ages of 18 and 30 say they would rather buy something that was reviewed or discussed by someone they follow on social media than a product endorsed by a celebrity.
That’s quite understandable, as 63% of them watch more YouTube videos than TV shows at different frequency levels.
According to respondents, they have subscribed to at least 18 YouTube channels, whose videos they watch once a week or more. Over 51% admitted to spending roughly £ 285 on articles last year that were reviewed by someone whose channel or page they follow.
Affilinet research data shows that clothing (44%) is the most common purchases, followed by makeup and beauty products (36%), video games (21%), home furnishings (16%) and kitchen appliances (12%).
Meanwhile, only 9% of those surveyed said they bought an item that was endorsed by a celebrity.
The power of YouTube
Although celebrity endorsement is a proven strategy for brands, YouTube served as their gateway to younger, wealthier consumers.
Many millennials relate more to YouTubers and bloggers, as their lifestyle seems more affordable than that of big-name celebrities.
Unlike actors and television personalities, YouTubers do not act out or engage in character when confronting their audience.
They record their videos wherever and whenever they want, regardless of their appearance or background. So what if they’re shooting video in their bedroom upside down, their hair messy when they first got out of bed?
All they care about is getting your message across to people who appreciate what you have to say and never tire of tuning in to your channel.
The most important thing is that they call things by name; they praise, are fussy, or even swear if they feel the situation calls for it.
That candor, along with your helpful product information and advice, draws the trust of your crowd of followers and ultimately influences their purchasing decisions.
As you can see, the success of any brand does not depend on the name and face of a famous movie, television or sports personality.
You can dictate the buying behavior of your customers by adding valuable content to your own blog, YouTube channel, and Instagram account, among other online platforms.
