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…