Gen Z & Millennials’ 15 Favorite Online Celebrities

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

As fame continues to fragment, we asked 1000 13-35-year-olds to tell us their favorite online celebrity. Find out who made the list...

In the months since we released the Ypulse Quarterly report that took a deep dive into The Influencer Effect, influencer marketing has only gotten bigger—and more amorphous. While the online-famous are making big bucks (for themselves and brands) and companies are clamoring to strike partnerships in an effort to reach the elusive ad-skipping Millennials and Gen Z, The Influencer Effect is further fragmenting another youth mainstay: celebrity. We’ve covered the redefinition of fame plenty in the past, but the lines between what constitutes a celebrity and what doesn’t are getting even blurrier. It has everything to do with social media: today’s young consumers prefer online content and prioritize an intimate connection with their idols over the top-down inaccessibility of the celebrities of yore. And while this means that an Instagram personality with a million followers is as much of a celebrity as the actor du jour in the eyes of 13-35-year-olds, it also means that those more classic celebrities—the pop icons, film starlets, and rock stars—are better received when they maintain a strong social media presence.

That’s making the question of fame even more complicated. In each of our quarterly social media tracker surveys, we ask 1000 13-35-year-olds, “Who is your favorite online celebrity?”* We clarify that this could be a blogger / vlogger, social media star on YouTube, Vine, Instagram, Twitter, Tumblr, etc. and let them tell us their top pick. This time around, Millennial and Gen Z respondents listed upwards of 700 stars, the majority of which had just one vote, confirming that the days of a reigning handful of celebrities are dead and gone. But more…

 
 

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The Newsfeed

Quote of the Day: “[It’s Always Sunny in Philadelphia is] my favorite satirical/dark comedy for the past 12 seasons and it hasn't dipped in quality since.”—Male, 21, NY

Nike’s new store puts mobile use at the center of the experience. Using geo-fencing, Nike knows when a customer walks into their 68,000 square foot space and changes the app accordingly. Users can see tailored content and offers, book styling appointments on-site, scan mannequins to have product delivered to their dressing room, and more. Based on the success of similar stores in L.A. and Shanghai, Nike execs hope their new flagship will build up Nike’s Brandom, and drive app downloads in the process. (Ad Age)

Jell-O is rolling out edible slime kits. Their Unicorn and Monster kits cash in on the slime trend, which has been booming in the anxiety economy for at least three years. Elmer’s, Cra-Z-Art, and Nickelodeon were all quick to tap the trend for marketing and products while Jell-O is a little late to the party. But considering that 82% of teens told Ypulse last year that they’ve participated in at least one trending activity to relax, there might still be time to capitalize. (Vox)

BuzzFeed is getting into the retail game, with plans to open family-focused stores across the country, starting in NYC. The brick-and-mortar venture, called Camp, will sell toys and apparel to Millennial parents and their kids, and the first is scheduled to open in time to capture some holiday spending. The concept is copying Story by changing up products and experiences every eight to 12 weeks, because, “we want to deliver adventure every time they come to the store.” (Ad Age)

Pharma companies are using influencers for social media marketing. Wego is a platform that connects patients with social media followings to pharmaceutical companies for marketing activations, like posts about drugs and devices. One company at least has seen success using the approach: Sunovian's earned media impressions surged from fewer than 100,000 to more than 13.2 million after working with Wego. The biggest caveats to that cashflow could be abiding by FDA regulations and contending with “a myriad of ethical issues." (STAT)

Eighty-five percent of Millennials have purchased a product after viewing a branded videoThat’s nearly 10% higher than the adult average for the U.S, U.K., and Australia, according to Brightcove. In addition, 56% ranked videos as more engaging than any other marketing materials and 46% said its their favorite form of brand communication. They're also seeking Shoppable content: 30% said they're interested in videos containing purchase links. (Marketing Charts)

Quote of the Day: “Black-ish is my favorite show on air because it's informative, funny, relatable, and political…I know that I'll be entertained and maybe even learn something new or think critically about certain issues.”—Female, 22, PA

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