Gen Z prefers to watch content by their favorite creators over shows and movies. According to recent data from Google and Kantar, YouTube is the top platform Gen Z viewers go to when they want to research a brand or product—and 78% view the platform as having the most trustworthy creators for product recommendations. And from leaning into creator commerce to making brand partnerships easier, YouTube is embracing its “shoppable era.” Brands are taking note of the trend and adapting their strategies to partner with YouTubers through the platform’s shopping affiliate tool, as well as the creator partnerships feature. A lot of it has to do with the reputation of YouTubers as “real”—The Honest Company says some of the company’s most successful content comes from creators who show the messy, authentic part of their lives. YPulse data shows that 78% of 13-17-year-olds and 71% of 18-24-year-olds are interested in purchasing a product directly from a post or video on YouTube. (Glossy)
👀 Read more from YPulse: Gen Z Trusts YouTubers More Than Anyone Else
