3 Fast-Rising Female YouTubers To Know

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

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…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

Quote of the Day: “Most social media is an echo-chamber for immaturity.”—Male, 30, MD

Violent video games don’t cause violent behavior, according to “one of the most definitive [studies] to date.” At a time when several states are considering tacking on extra taxes to violent video games, the Oxford Internet Institute’s study found that playing content considered violent did not cause 14-15-year-olds in the U.K. to act more aggressively. The study’s co-author says that previous studies have been influenced by “researcher biases” that led to studies that gave “undue weight to the moral panic surrounding video games.” (GamesIndustry.biz)

A new rosé brand is winning over Millennials with its Instagrammable bottle. The Wonderful Company, known for brands like Fiji Water and Pistachios, brought a new wine brand to market just in time for Valentine’s Day—and it’s already outselling their other labels. JNSQ (an acronym for the French phrase “je ne sais quoi”) sells rosé and sauvignon blanc that come in glass containers designed to look like retro perfume bottles. Influencers and a national marketing campaign helped propel the brand. (Adweek)

Minecraft for mobile made more money than ever in 2018. According to Sensor Tower, the gaming sensation’s mobile version raked in $110 million last year, rising 7% from last year. In addition, 48% of that revenue came from the U.S., followed by just 6.6% from Great Britain. All eyes may be on Fortnite, but the Minecraft Effect still has a hold on young gamers, and Gen Z & Millennials still rank the game as one of their favorites. (Venture Beat)

Nostalgic Millennials can soon set sail on a Golden Girls-themed cruise. The experiential, adults-only cruise will include themed activities like a “One Night in St. Olaf Dance Party,” a game of Ugel and Flugel, and a costume contest for fans dressed up as the main characters. There will also be plenty of trivia, bingo, and cheesecake on this five-night experience aboard the Celebrity Infinity. This isn’t the only cruise ship catering to adults recently; Virgin’s first cruise ship is 18-and-up-only and even has a tattoo parlor on board. (People)

Daquan, the meme account with 12 million followers, is teaming up with All Def Media for a slate of original content. The premium videos will signal a departure from what Daquan is known for: gritty, homemade content that ranges like blurry SpongeBob SquarePants screenshots transformed into memes via clever captions. The new videos will debut across All Def Media and Daquan’s social channels, which include Instagram, Facebook, Snapchat, IGTV, and YouTube. (Tubefilter)

Quote of the Day: “I think social media can bring light to issues that are of importance such as animal rescue and environmental awareness.”—Female, 22, MI
 

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies