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…

 
 

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The Newsfeed

Quote of the Day: “A lot of people stay in jobs they hate. They feel stuck or need the money. I refuse to do this. I just gave up a Nursing career to be a CSR and I have never been happier.”—Female, 27, IN

YouTube is cracking down on creators that participate in dangerous viral challenges. The media giant updated their community guidelines to take a stronger stance against stunts that spin out of control—like the Tide Pod Challenge. Any creator that performs “pranks that make victims believe they’re in serious physical danger” will earn a strike—three and they’re out. What could constitute a strike? Just ask Jake Paul, who recently drove blindfolded for the #BirdBoxChallenge. (The Verge)

The inner five-year-old of Millennials everywhere is jumping up and down for Hot Topic’s Polly Pocket collab. In partnership with Mattel, the brand that wins at delivering unique styles is dropping a 17-piece collection of nostalgic merch. (The line looks a lot like another throwback collection we called out last year.) In celebration of the iconic toy’s 30th birthday (feel old yet?), ‘90s kids can cop everything from bags to hats to mini makeup palettes that feature shades like “Made in the 90s.” (Nylon)

YouTubers Life OMG! is like The Sims for a generation of aspiring social media stars. Players can pretend to be a video game streamer, a passionate creative, or another influencer. But the game is just as realistic as the kids who play it, making them do chores and deliver newspapers when they’re off the air. Similarly, most kids seem to know the dream is not a full-time gig; just take it from nine-year-old Oliver, who explains, “Of course I will have a good job as well, not just YouTube." (Vice)

Big brands are swooping in to save young shoppers from 2018’s oat milk shortage. The buzzy beverage has become the environmentally friendly alternative to almond milk for Millennial & Gen Z shoppers seeking dairy-free and vegan options. It became a barista favorite this year, mainly thanks to industry upstart, Oatly, which is opening a new factory to up their production. But they better hurry: big brands like Pepsi Co.’s Quaker Oats, Danone’s Silk, and Califia Farms are all getting in on this grain-based trend. (Bloomberg)

The most old-fashioned form of TV is experiencing a surge: over-the-air. While the Post-TV Gen continue to cut the cord, more are buying physical antennas to tap free networks and watch live events. Nielsen data found that this kind of old-school appointment viewing jumped from 9% of all homes in 2010 to 14% last year. Diving deeper into that 14%, about three in five also subscribe to streaming services like Netflix, and their median age is 36. (Fortune)

Quote of the Day: “I’d rather do a job I'm passionate about for a lower salary than do a high-paying but low-rewarding job.”—Male, 18, MA

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