In 2014, plenty of brands chose to work with bloggers and vloggers over celebrities - and it seems this move has some merit. A survey of 1,500 US teens aged 13 to 18, conducted by Jeetendr Sehdev for Variety, found YouTube stars are more popular than ‘regular’ celebs.
The study found YouTubers were judged to be more engaging, extraordinary and relatable than more mainstream stars.
According to the magazine: “Teens enjoy an intimate and authentic experience with YouTube celebrities, who aren’t subject to image strategies carefully orchestrated by PR pros. Teens also say they appreciate YouTube stars’ more candid sense of humour, lack of filter and risk-taking spirit, behaviours often curbed by Hollywood handlers.”
Google head of industry, luxury and branded apparel Lisa Green adds: “It’s accurate to say that these vloggers have become celebrities. But they are almost one step better because they feel more accessible, and the connection is that much stronger.”
Many brands that have traditionally relied heavily on celebrities have begun to tap into YouTube influencers. Proactiv is a good example. While it is renowned for using celebrities to get its message through to consumers, it has been flirting with YouTube. Last month saw Proactiv launch #BeYouTV, a content series hosted by vlogger Eva Gutowski.
In explaining the decision, Guthy Renker chief marketing officer Jay Sung says, “[Vloggers] create a level of engagement, authenticity and empathy that you can’t really get by putting a TV ad up. Plus, a lot of people struggling with acne are teens and millenials that are engaging with YouTube at an extraordinary rate.”
