Beyond Traditional Media: Reaching Millennial Consumers Through YouTube Content Creators

Defined by the web, mobile and social, millennials (born between 1980’s and 2000’s) represent the largest and trendiest consumer-spending generation since the baby boomers – when this group finds a brand they love, they film a video about it and share it with all their digital friends on YouTube.

Currently, just in the U.S. alone, millennial consumers influence over $500B of spending per year. By this decade’s end, they are expected to account for 30 percent of all retail sales. What this means is that it is now more crucial than ever for brands to reach members of this influential group of consumers - but how? The answer to reaching millennial consumers lies in YouTube, and more specifically, in working with YouTube Content Creators.

Millennial Consumers Live And Breathe YouTube

YouTube has radically changed video consumption. As a consumer, you’re no longer forced to sit in front of the television to see what will play next. Instead, you can search, create, curate, watch and share video content instantly and endlessly on your own terms on YouTube. Essentially, YouTube has evolved from a video sharing platform to the next generation of television. Not only is YouTube the second largest search engine, it now engages more 18-34 year-olds than any television network, and that’s powerful. It’s the perfect place to customize your video playlists based on your current interests or favorite personalities and to share what you love with others.

If you are a brand, you can leverage the popularity of YouTube by partnering with Influential YouTube content creators specific to your vertical whether beauty, fashion, lifestyle or tech, and target the right demographic of channel subscribers who are already interested in similar products and services.

YouTubers Are More Influential Than Hollywood Celebrities

To millennials, not only is YouTube a huge source of entertaining and educational content, it is also a community of trusted friends and trendsetters. On YouTube, viewers choose to subscribe to channels because they genuinely like the YouTubers that are creating and uploading content to the platform. And the fact that most YouTube personalities look and live like their viewers makes them more influential than many Hollywood Celebrities. Take Cassandra Bankson, a California-based YouTube Influencer whose makeup tutorial about how to flawlessly cover acne has over 23,000,000 views.

Such huge video popularity is not unique to Cassandra. If you browse through some of the YouTuber channels on the FameBit self-service platform, you will quickly see that FameBit’s Influential YouTube Content Creators share a few similar traits – they are genuine, entertaining, funny, and just a little bit more trendy and informed than their viewers.

YouTubers Know Their Audience

In addition to having thousands to millions of subscribers, what makes the relationship between YouTubers and their audience an incredibly useful and powerful resource for brands is that "TV is one-way. YouTube talks back." In other words, YouTubers interact with and learn about their audience in real time. YouTubers can ask their audience to answer questions or to participate in contests. YouTubers are also able to see the stats of who their audience is (male to female ratio, age, location, etc), and they can also see where their subscribers spend most of their time, and which videos they like or dislike. In the same way, the audience has the power to publicly comment on the content, ask YouTubers questions, and even make informed video responses. Imagine how influential it is for customers to not only watch a demonstration of how your product works, but to also read comments from other viewers expressing their enthusiasm about your brand. This authenticity and organic experience of YouTube is what makes YouTube a trustworthy source for millennial customers in a way that could never be replicated by television.

YouTubers Can Provide Insight More Quickly and Efficiently Than Text

Millenials have short attention spans. Now think for a second about the length of time it might take for your potential millennial customers to read reviews, white papers or complex case studies in order to learn about your value proposition and to see you as a credible and trusted brand. In that same amount of time, your potential customers can consume at least 2-5 videos from popular YouTubers that are informed about your product or service and who can show how awesome you are. In fact, brain studies found that visuals are processed 60,000 times faster than text and form emotional connections with the audience quicker, because it is not required to reflect or deconstruct video content in the same way that is required with textual content.

Additionally, since Google gives preference to YouTube videos in search engine results, you can count on the reviews, unboxings, tutorials and other content created by Influential YouTubers to come up in search results as a positive reference to potential customers that search for reviews about your brand in Google.

A YouTuber's Content Is Popular Longer Than Other Social Media Content

Unlike ads on Facebook or Twitter, YouTube videos do not have an expiration date and continue to rise in views and generate sales as the YouTuber grows in audience and subscribers. For instance, while the average YouTube video reaches approximately 40% of its total video views within the first week of being published, more than 50% of YouTube video's lifetime views accumulate in the 4-52 week timeframe after being published. In contrast, the reach of Facebook posts is exhausted a lot quicker. Whereas the average Facebook post gets approximately 50% of its total reach within 30 minutes of being published, by the time 90 minutes passes, that same post is reaching  less than 2% of its total audience. This means that YouTube content is consumed very differently. It seems that when people come across a YouTube channel that sparks their interest, what often happens is that they don’t just consume one or two videos, but instead, they browse through the YouTuber's video history and consume video content in a similar way as they would if they were catching up on a season of their new favorite show. 

Conclusion

By caring deeply about creating, curating, watching and sharing what they love through video, 18-34 year-olds have made YouTube a daily destination. Brands can take advantage of the popularity of YouTube by working with popular YouTube Stars on a regular basis. 

On FameBit, we are making it super easy for brands to get started with YouTube marketing by connecting brands with the most influential YouTube Content Creators to film and publish informative and compelling sponsored content and endorsements that increase sales and get brands trending on YouTube.