Serendipit discusses the influence of YouTube and what it means for media and branding.
This past Wednesday, a new “tween” magazine surfaced in the UK. At first glance, it may look like your typical teenage gossip publication. However, this one had one major difference: instead of the handful of pop stars and actors, the magazine consists solely of famous YouTube personalities (referred to as “YouTubers”). The magazine called Oh My Vlog!, includes tips on launching your own YouTube channel, how to gain followers on the platform, and numerous fun facts about the most popular video stars of social media.
This week is also the 6th annual VidCon in Anaheim, California – a three-day conference solely focused on the YouTube community and its many aspects from video production to connecting with an audience. There are an estimated 20,000 attendees this year. Considering VidCon’s first year in 2010 had only had 1,400 attendees, it’s clear that YouTube and its community have been increasingly making an impact on the younger generations (the majority of attendees are teenagers or young adults).
Between the wild success of VidCon and the introduction of a publication centered around YouTube, the influence of online video is apparent. YouTubers are incredibly popular because YouTubers are seen as real – they’re everyday people with a camera who create something and share with others. Unlike the typical celebrity who has teams of publicists and makeup artists, YouTubers are relatable and candid. Members of Gen Z appreciate and pick up on this refreshing difference, which is why they value their thoughts and opinions.
What does this mean for brands? This means it’s your turn to be authentic. Internet culture is a powerful force and by incorporating similar themes into your marketing, you will be much more likely to win over a young target audience. Today, it is more important than ever to seem genuine as a brand, as that is a quality that is greatly valued by Gen Z.
At Serendipit, we know Gen Z – and we’re here to help you. Read more on how to effectively communicate here and give us a call at 602-283-5209.