Influencer Emma Chamberlain gave up on being perfect and brand deals came rolling in. As brands continue to target Gen Z through casual ads that blend into their feeds, many are flocking to the 21-year-old YouTuber with 11.4 million subscribers and 15.6 million followers on Instagram. When Chamberlain got started on YouTube, she quickly tired of trying to be “that girl of 2017” and instead aimed “to be a normal girl on the internet.” For brands, this has made Chamberlain an attractive partner to reach young consumers looking for a more relaxed approach to ads. Her newest collab with zero-sugar beverage brand Swoon happened when she “naturally” posted about the drinks, and her partnerships are “usually stuff [she] love[s] and already use[s].” YPulse’s celebrities and influencers research shows that young consumers trust YouTubers more than any other public figure, and over half agree “If someone posts an endorsement for a brand, I believe they actually like that brand.” (AdWeek)
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