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:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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