Millennials are every marketer’s dream, with more than a trillion dollars of buying power. They are also a challenge, as traditional TV and movie stars are not appealing to them.
Millennials seem to prefer YouTube influencers and social media celebrities for advice on products and services. Surveys show that popular Youtube celebrities occupy half of the top spots in terms of approachability and authenticity among millennials.

A Marketers Dream

Millennials do not relate to the PR agency managed traditional celebrities, who mostly reek of fakeness. 
YouTube personalities are not afraid to be goofy, funny, weird and personal, showing their authentic self, and winning the hearts of youngsters.

Better At Relations

Writing to a traditional celebrity on social media? Good luck getting a first-hand reply. 
YouTube personalities reply to comments and schedule Q&A sessions where they are extremely candid.

Better Engagement

YouTube personalities are changing and shaping pop culture and Millennials have their eyes and ears open on what they have to say about design, beauty, games, relationship and conflict management.

Trendsetters

<div>POST WRITTEN BY</div><div>Andrew Arnold</div><div>I help millennials live with passion and purpose while doing work that gives them freedom and supports their lifestyles.</div><div>This article is more than 3 years old.</div>For many decades, television was the primary medium where people consumed news and entertainment. It was also how they were marketed to. Almost every commercial featured some celebrity vouching for the greatness of some product or service. And to a degree, this continues today. Neil Patrick Harris is still doing <a href="https://www.youtube.com/watch?v=cJ1t8sZboEI" rel="nofollow noopener" data-ga-track="ExternalLink:https://www.youtube.com/watch?v=cJ1t8sZboEI" aria-label="Heineken Beer commercials" dir="ltr">Heineken Beer commercials</a>, and super Bowl ads are replete with celebrities.But the rise of social media, the dwindling popularity of TV and people’s distaste for advertising are prompting a redefinition of the word, “celebrity.” Now it is the <a href="http://www.huffingtonpost.com/2015/03/04/teens-prefer-youtubers-over-celebrities_n_6801792.html" rel="nofollow noopener" data-ga-track="ExternalLink:http://www.huffingtonpost.com/2015/03/04/teens-prefer-youtubers-over-celebrities_n_6801792.html" aria-label="common folk who are setting the trends" dir="ltr">common folk who are setting the trends</a> and driving opinions, and they are doing it on YouTube.<img src="https://thumbor.forbes.com/thumbor/96x0/https%3A%2F%2Fspecials-images.forbesimg.com%2Fimageserve%2F679330104%2F960x0.jpg%3Ffit%3Dscale" alt="YouTuber Tyler Oakley (Photo by Ben Gabbe/Getty Images for GLAAD)" width="351" height="234"><div class="caption" ng-class="caption_state" dir="ltr"> 
 <fbs-accordion dir="ltr"> 
 YouTuber Tyler Oakley (Photo by Ben Gabbe/Getty Images for GLAAD) 
 </fbs-accordion> 
 </div>Millennials are currently the largest consumer demographic with <a href="http://www.leadscon.com/18-statistics-that-marketers-need-to-know-about-millennials/" rel="nofollow noopener" data-ga-track="ExternalLink:http://www.leadscon.com/18-statistics-that-marketers-need-to-know-about-millennials/" aria-label="about $1.3 trillion in buying power as at the end of 2015" dir="ltr">about $1.3 trillion in buying power as at the end of 2015</a>. This powerful demographic is a choice target for brands, but millennials in large part <a href="http://www.newsweek.com/30-20-millennials-grown-2017-adults-573148" rel="nofollow noopener" data-ga-track="ExternalLink:http://www.newsweek.com/30-20-millennials-grown-2017-adults-573148" aria-label="don’t watch TV" dir="ltr">don’t watch&nbsp;TV</a> and <a href="https://www.forbes.com/sites/micahsolomon/2014/12/29/5-traits-that-define-the-80-million-millennial-customers-coming-your-way/#55c2b23125e5" data-ga-track="InternalLink:https://www.forbes.com/sites/micahsolomon/2014/12/29/5-traits-that-define-the-80-million-millennial-customers-coming-your-way/#55c2b23125e5" aria-label="don’t care much" dir="ltr">don’t care much</a> what mainstream celebrities have to say about products or services. They <a href="https://www.forbes.com/sites/jimmyrohampton/2017/05/03/does-social-media-influence-millennials-shopping-decisions/#32bced644cf3" data-ga-track="InternalLink:https://www.forbes.com/sites/jimmyrohampton/2017/05/03/does-social-media-influence-millennials-shopping-decisions/#32bced644cf3" aria-label="trust their social media tribes and peer-to-peer advice" dir="ltr">trust their social media tribes and peer-to-peer advice</a> the most.In a <a href="http://variety.com/2015/digital/news/millennials-find-youtube-content-more-entertaining-relatable-than-tv-study-1201445092/" rel="nofollow noopener" data-ga-track="ExternalLink:http://variety.com/2015/digital/news/millennials-find-youtube-content-more-entertaining-relatable-than-tv-study-1201445092/" aria-label="study commissioned by Defy Media" dir="ltr">study commissioned by Defy Media</a>, 63% of respondents aged between 13-24 said that they would try a brand or a product recommended by a YouTube content creator, whereas only 48% mentioned the same about a movie or TV star. Businesses are taking notice and turning more to common folk than mainstream celebrities to reach millennials. Interestingly, the influence of YouTube stars on younger folks goes well beyond shopping.In 2014, Variety <a href="http://variety.com/2014/digital/news/survey-youtube-stars-more-popular-than-mainstream-celebs-among-u-s-teens-1201275245/" rel="nofollow noopener" data-ga-track="ExternalLink:http://variety.com/2014/digital/news/survey-youtube-stars-more-popular-than-mainstream-celebs-among-u-s-teens-1201275245/" aria-label="commissioned a survey" dir="ltr">commissioned a survey</a> asking U.S. teenagers aged 13-18 to determine the biggest influencers. Specifically, they were asked to rank 20 popular personalities based on approachability, authenticity and other criteria, which the respondents deemed as aspects of their overall influence. In the final ranking, popular YouTubers occupied the top five spots with traditional celebrities like Jennifer Lawrence and Katy Perry settling for lower positions. In 2015, the magazine commissioned <a href="http://variety.com/2015/digital/news/youtubers-teen-survey-ksi-pewdiepie-1201544882/" rel="nofollow noopener" data-ga-track="ExternalLink:http://variety.com/2015/digital/news/youtubers-teen-survey-ksi-pewdiepie-1201544882/" aria-label="this study" dir="ltr">this study</a> all over again. Yet, the results have proven to be the same with the top six spots going to popular YouTube stars.PROMOTED<div dir="ltr">Civic Nation&nbsp;BrandVoice&nbsp;| Paid Program</div><h3> Every Child Deserves To Be Seen, Safe, And Successful </h3><div dir="ltr">Grads of Life&nbsp;BrandVoice&nbsp;| Paid Program</div><h3> How Equity Investors Can Scale Inclusive Employment </h3><div dir="ltr">UNICEF USA&nbsp;BrandVoice&nbsp;| Paid Program</div><h3> Preventing Female Genital Mutilation </h3>So why are these YouTube personalities influencing millennials and teens more than mainstream celebrities?1. YouTube stars are better at developing relationshipsTraditional celebrities always seem to act according to their PR strategies rather than free will, and <a href="http://www.thenational.ae/opinion/comment/why-its-hard-to-see-celebrities-as-real-people" rel="nofollow noopener" data-ga-track="ExternalLink:http://www.thenational.ae/opinion/comment/why-its-hard-to-see-celebrities-as-real-people" aria-label="people don’t relate to them" dir="ltr">people don’t relate to them</a>. It can feel hard to understand where a carefully staged image ends and the real person starts. And millennials <a href="http://www.washingtontimes.com/news/2016/nov/9/millennials-prefer-authenticity/" rel="nofollow noopener" data-ga-track="ExternalLink:http://www.washingtontimes.com/news/2016/nov/9/millennials-prefer-authenticity/" aria-label="deeply despise inauthenticity" dir="ltr">deeply despise inauthenticity</a>.YouTube personalities, on the contrary, connect better with people by being approachable and building intimate experiences with their viewers. They are not afraid to be goofy, funny, weird or speak up on very touchy and personal matters such as sex, divorce, domestic violence and racism. According to a <a href="https://www.thinkwithgoogle.com/consumer-insights/youtube-stars-influence/" rel="nofollow noopener" data-ga-track="ExternalLink:https://www.thinkwithgoogle.com/consumer-insights/youtube-stars-influence/" aria-label="study commissioned by Google" dir="ltr">study commissioned by Google</a>, 40% of millennial YouTube subscribers say that their favorite content creators understand them better than their friends and 70% of teens admit that they can relate to those folks more than to traditional celebrities.2. YouTube stars drive more engagementReaching out to traditional celebrities and receiving a personal reply (not one issued by a hired rep) isn’t something you’ll imagine. On the other hand, YouTube personalities regularly reply to comments, act accessible on social media and schedule frequent Q&amp;A sessions with their community, where no questions are off limit.The relationship YouTube content creators develop with their fan base leads to higher engagement according to the <a href="https://www.thinkwithgoogle.com/consumer-insights/youtube-stars-influence/" rel="nofollow noopener" data-ga-track="ExternalLink:https://www.thinkwithgoogle.com/consumer-insights/youtube-stars-influence/" aria-label="same data shared by Google" dir="ltr">same data shared by Google</a>. Compared to videos created by mainstream celebrities, videos created by top 25 YouTube stars yield three times more views, 12 times more comments and two times more actions (thumbs ups, shares, clicks, etc.).3. YouTube personalities set trends and shape pop culture Most millennials agree that <a href="https://www.thinkwithgoogle.com/consumer-insights/youtube-stars-influence/" rel="nofollow noopener" data-ga-track="ExternalLink:https://www.thinkwithgoogle.com/consumer-insights/youtube-stars-influence/" aria-label="YouTubers set more trends" dir="ltr">YouTubers set more trends</a> than traditional celebrities these days. In fact, 70% of subscribers say that YouTube personalities change and shape the pop culture and 60% of them say they would make buying decisions based on the recommendation of their favorite YouTube star over the recommendation of a TV or movie star.Also, in a <a href="http://essay.utwente.nl/71094/1/Westenberg_MA_BMS.pdf" rel="nofollow noopener" data-ga-track="ExternalLink:http://essay.utwente.nl/71094/1/Westenberg_MA_BMS.pdf" aria-label="study conducted by University of Twente" dir="ltr">study conducted by University of Twente</a> among teenagers who regularly watch YouTube, a number of respondents admitted that they feel interested “in what older YouTubers have to say about things” as it helps them to shape their own opinions and worldview on certain things such as design, beauty, games, relationships and conflict management.The influence of YouTube personalities may fall flat with older generations, who remain less exposed to the YouTube culture and prefer traditional media such as TVs and newspapers, where traditional celebrities still steer the conversations. But with millennials, it’s at an all-time high.

The rise of social media, the dwindling popularity of TV and people’s distaste for advertising are prompting a redefinition of the word, “celebrity.”

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For many decades, television was the primary medium where people consumed news and entertainment. It was also how they were marketed to. Almost every commercial featured some celebrity vouching for the greatness of some product or service. And to a degree, this continues today. Neil Patrick Harris is still doing <a href="https://www.youtube.com/watch?v=cJ1t8sZboEI">Heineken Beer commercials </a>, and super Bowl ads are replete with celebrities.

But the rise of social media, the dwindling popularity of TV and people’s distaste for advertising are prompting a redefinition of the word, “celebrity.” Now it is the <a href="http://www.huffingtonpost.com/2015/03/04/teens-prefer-youtubers-over-celebrities_n_6801792.html">common folk who are setting the trends </a>and driving opinions, and they are doing it on YouTube.

YouTuber Tyler Oakley (Photo by Ben Gabbe/Getty Images for GLAAD)

Millennials are currently the largest consumer demographic with <a href="http://www.leadscon.com/18-statistics-that-marketers-need-to-know-about-millennials/">about $1.3 trillion in buying power as at the end of 2015 </a>. This powerful demographic is a choice target for brands, but millennials in large part <a href="http://www.newsweek.com/30-20-millennials-grown-2017-adults-573148">don’t watch TV </a>and <a href="https://www.forbes.com/sites/micahsolomon/2014/12/29/5-traits-that-define-the-80-million-millennial-customers-coming-your-way/#55c2b23125e5">don’t care much </a>what mainstream celebrities have to say about products or services. They <a href="https://www.forbes.com/sites/jimmyrohampton/2017/05/03/does-social-media-influence-millennials-shopping-decisions/#32bced644cf3">trust their social media tribes and peer-to-peer advice </a>the most.

In a <a href="http://variety.com/2015/digital/news/millennials-find-youtube-content-more-entertaining-relatable-than-tv-study-1201445092/">study commissioned by Defy Media </a>, 63% of respondents aged between 13-24 said that they would try a brand or a product recommended by a YouTube content creator, whereas only 48% mentioned the same about a movie or TV star. Businesses are taking notice and turning more to common folk than mainstream celebrities to reach millennials. Interestingly, the influence of YouTube stars on younger folks goes well beyond shopping.

In 2014, Variety <a href="http://variety.com/2014/digital/news/survey-youtube-stars-more-popular-than-mainstream-celebs-among-u-s-teens-1201275245/">commissioned a survey </a>asking U.S. teenagers aged 13-18 to determine the biggest influencers. Specifically, they were asked to rank 20 popular personalities based on approachability, authenticity and other criteria, which the respondents deemed as aspects of their overall influence. In the final ranking, popular YouTubers occupied the top five spots with traditional celebrities like Jennifer Lawrence and Katy Perry settling for lower positions. In 2015, the magazine commissioned <a href="http://variety.com/2015/digital/news/youtubers-teen-survey-ksi-pewdiepie-1201544882/">this study </a>all over again. Yet, the results have proven to be the same with the top six spots going to popular YouTube stars.

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So why are these YouTube personalities influencing millennials and teens more than mainstream celebrities?

1. YouTube stars are better at developing relationships

Traditional celebrities always seem to act according to their PR strategies rather than free will, and <a href="http://www.thenational.ae/opinion/comment/why-its-hard-to-see-celebrities-as-real-people">people don’t relate to them </a>. It can feel hard to understand where a carefully staged image ends and the real person starts. And millennials <a href="http://www.washingtontimes.com/news/2016/nov/9/millennials-prefer-authenticity/">deeply despise inauthenticity </a>.

YouTube personalities, on the contrary, connect better with people by being approachable and building intimate experiences with their viewers. They are not afraid to be goofy, funny, weird or speak up on very touchy and personal matters such as sex, divorce, domestic violence and racism. According to a <a href="https://www.thinkwithgoogle.com/consumer-insights/youtube-stars-influence/">study commissioned by Google </a>, 40% of millennial YouTube subscribers say that their favorite content creators understand them better than their friends and 70% of teens admit that they can relate to those folks more than to traditional celebrities.

2. YouTube stars drive more engagement

Reaching out to traditional celebrities and receiving a personal reply (not one issued by a hired rep) isn’t something you’ll imagine. On the other hand, YouTube personalities regularly reply to comments, act accessible on social media and schedule frequent Q&A sessions with their community, where no questions are off limit.

The relationship YouTube content creators develop with their fan base leads to higher engagement according to the <a href="https://www.thinkwithgoogle.com/consumer-insights/youtube-stars-influence/">same data shared by Google </a>. Compared to videos created by mainstream celebrities, videos created by top 25 YouTube stars yield three times more views, 12 times more comments and two times more actions (thumbs ups, shares, clicks, etc.).

3. YouTube personalities set trends and shape pop culture

Most millennials agree that <a href="https://www.thinkwithgoogle.com/consumer-insights/youtube-stars-influence/">YouTubers set more trends </a>than traditional celebrities these days. In fact, 70% of subscribers say that YouTube personalities change and shape the pop culture and 60% of them say they would make buying decisions based on the recommendation of their favorite YouTube star over the recommendation of a TV or movie star.

Also, in a <a href="http://essay.utwente.nl/71094/1/Westenberg_MA_BMS.pdf">study conducted by University of Twente </a>among teenagers who regularly watch YouTube, a number of respondents admitted that they feel interested “in what older YouTubers have to say about things” as it helps them to shape their own opinions and worldview on certain things such as design, beauty, games, relationships and conflict management.

The influence of YouTube personalities may fall flat with older generations, who remain less exposed to the YouTube culture and prefer traditional media such as TVs and newspapers, where traditional celebrities still steer the conversations. But with millennials, it’s at an all-time high.

Why YouTube Stars Influence Millennials More Than Traditional Celebrities

A Marketers Dream

Better At Relations

Better Engagement

Trendsetters

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