Want to impress teens and get them to buy your brand? New research conducted by Variety suggests that hiring a YouTube star to be your brand spokesperson could be the winning ticket.
According to Variety’s recent survey, the top five celebrities with the strongest potential to persuade teens ages 13 to 18 are all YouTube stars. Number one is the comedy duo Smosh, followed by the Fine Bros. comedy team and video game commentator PewDiePie. According to the teens included in the survey, YouTube sensations win over more traditional Hollywood celebrities because of their authenticity and approachability. Variety research indicates that these two factors are closely related to the ability to persuade, a crucial factor for brand advertisers.
Advertisers often look to celebrity endorsers to build their brands. In last year’s array of Super Bowl commercials, no fewer than 40% of the spots involved the use of at least one celebrity. In fact, Radio Shack, Dannon, and Bud Light were among some of the advertisers that managed to squeeze at least three well-known stars in a single 30-second spot. Some of the celebrity investments paid off and some didn’t – indicating, once again, that there is no formula that guarantees the success of advertising.
But with the rising teen target and this new breed of celebrity, the challenges may be even greater. If you buy the idea that teens really are different and less likely to believe traditional sources of information, you probably won’t insert a YouTube star into a traditional video commercial format. A better fit might be an online, un-traditional communications promotion that is more conducive to the personality of the star. Given the fragmented nature of the online audience, it will be a challenge to gain the critical mass of exposures needed to move the needle for your brand. However, the potential breakthrough and persuasive star power of this latest celebrity niche may be the spark your brand needs to start building awareness and generating brand loyalty among the teen generation.
