ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS
3 Fast-Rising Female YouTubers To Know

3 Fast-Rising Female YouTubers To Know

While some influencers are making marketers afraid to use the platform, these three female YouTubers are making the platform a better (and more ad-safe) place:

YPulse’s media consumption tracker shows that YouTube is one of the top places Gen Z and Millennials consume content, and they even go so far as to say that YouTube is cooler than Apple. Advertisers are meeting them there: EMarketer predicts that digital video ad spend will surge 30% this year, with YouTube’s growing 17% to a $3.36 billion total. They’re not just talking about 15-second spots either, because longform YouTube videos are more popular than ever, reports Wired. Ooyala found that smartphone users spend 54% of the time they’re viewing videos on content that’s at least 20 minutes long—a 29% increase from 2016.

But it’s not all rainbows and unicorns in the magical land of YouTube (though there are plenty of both). The platform has been a dark place of late, as they struggle with surfacing appropriate content and the safety of their algorithm. Earlier this year, parents became alarmed about the kinds of content their kids were encountering—and their worries weren’t unfounded. In addition to the out-right disturbing videos (we’re looking at you, “Elsa Shootout Video”) slipping through the algorithm’s cracks, there’s tons of content that is questionable at best, like the viral “Johny Johny Yes Papa”—and its “increasingly bizarre versions.” And influencers—who marketers depend on not just for partnered videos but for quality content to align their ads with—are causing concern as well. From PewDiePie’s offensive comments to Logan Paul’s suicide forest stunt, YouTube may be where Millennials & Gen Z’s eyes are—but it’s not always the best place for brands to build their image.

Luckily, viewers seem to be using their views to push content up the algorithm’s ranks that marketers will want to put their money behind. Three influencers in particular have become fast-rising stars for their “pure” content that reminds us all of the YouTube of yore—a place for funny, silly, and authentic videos. Here are three female content creators that are giving us hope for the YouTube of tomorrow:

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing1. Joana Ceddia

Teen YouTuber Joana Ceddia is going viral fast for her relatable, low-budget videos. These days, it seems only professional-looking content climbs the algorithm ranks, but Ceddia has, in one vlogger’s words, “FINESSED youtube.” Mashable reports that she’s “bringing back the spirit of old YouTube” with her authentic teen content. Her biggest hit video so far, in which she DIYs a clothing line, is shot on an iPhone using a $4 mic and has over 5 million views. The up-and-coming influencer started her channel just this summer, and currently has over 1.5 million subscribers. She’s so new that she even says she hasn’t figured out how to monetize her channel yet. Being the first brand to team up with her would make a big impression on her adoring fans. Considering she makes a cookie for each subscriber she gets (“1 MILLION COOKIES FOR MY 1 MILLION SUBSCRIBERS”), a cookie or baking brand could be an easy tie-in or maybe a brand that makes DIY crafting or painting a focus—two hobbies she often showcases in her content.

 

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing2. Anna Akana

Anna Akana isn’t afraid to stand up for what she thinks is right. She champions both LGBTQ rights and mental health awareness, and was quick to call out Logan Paul’s insensitive video earlier this year with a heartfelt tweet (Akana’s younger sister’s suicide shaped the course of her life). Her videos themselves are so popular because she talks candidly with her audience about her own life experiences with “dating, friendship, loss and self-love,” reports Study Break. (We know you’ve heard it before, but authenticity is key).  She was lauded in the headlines again recently when she got so caught up in her pro-voting speech on-stage at the Streamy Awards that she accidently came out as queer. Her tweet admitting the “woops” moment received a warm reception of over 22,000 likes. Needless to say, she’s a rising star, with over 2.4 million YouTube subscribers, up from 1.9 at the beginning of this year.

 

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing3. Julia Finkelstein

Julia Finkelstein wants one thing from her viewers: a laugh. The comedians’ YouTube impersonations of Lady Gaga and Ariana Grande have gone viral, and for good reason. She nails the imitation of the tabloids’ favorite star Ariana Grande, from wavering vocal outbursts to lots of baby-voiced “Yuh”s. While her video about Grande’s breakup racked up over 755,000 views, it was her parody of a Vogue 73 Questions interview with the singer that became her most viral video ever at over 3 million views. BuzzFeed even headlined their article about the video, “I Guarantee, GUARANTEE, You Will Laugh At This Ariana Grande 73 Questions Vogue Parody.” And though Finkelstein didn’t get cast in the record-breaking “Thank U, Next” video (Gabi DeMartino took that spot for her strikingly Grande-esque appearance), she’s proven she can go viral—and is on her way to YouTube stardom. Most recently, she’s making headlines for her Lady Gaga impression.

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