The YouTube Boyband: The Friday Don’t Miss List

We've got the most important insights into the Millennial world from what made headlines this week. Don't miss it!

1. Weddings May Be Breaking the Bank
Our infographic snapshot gave you an inside look into how Millennials feel about weddings, showing that 6 in 10 think they have become too big, too expensive, and too much work to plan. On the flipside, don’t miss Millennials sounding off on how weddings have become too expensive for guests. The average spending for guests has increased 75% within the past two years, and further data from our biweekly survey shows that gift buying amounts to just over $100 on average, with most preferring to give or receive cash.



2. Spotlight on YouTube Heartthrobs
In our Teen Mag Roundup, young male musicians flooded the list of who are the hottest among teens in entertainment right now, so we don’t want you to miss a feature on other young males in teen media, dubbed "The YouTube Boyband." The guys—Alfie Deyes, Marcus Butler, Jim Chapman, Caspar Lee, and Joe Sugg—have popped up on our radar before, each having between 1.5 and 2.5 million followers. They are best friends online and as well as in real life, forming what we consider to be a high-powered Millennial media clique by making regular appearances in each others videos.
 
3. Trends Going Abroad and Back
Millennials are the most globally minded generation to date, and our post on trends around the world made note of how movements like craft beer are impacting young adults in unexpected locales. Don’t miss other trends spreading internationally like beauty blogging in Norway, detailed by YouTuber SaraBeautyCorner whose fan base is actually 49% from the U.S. While blogging can easily reach a global audience online, the more quirky idea of putting friendly felines into cafes has been spreading…

 
 

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


Millennial News Feed

Quote of the Day: “My favorite app is Facebook Messenger because it doesn't tempt me to spend money and it helps me keep in touch with friends.”—Female, 20, IN

Social image platform Imgur is giving brands another way to reach “the lost boys of the internet.” Their new promoted posts, which can include videos, will be inserted into the content streams of all "Imgurians”—87% of whom identify as “geek” and Millennial. According to the platform, promoted posts shouldn’t be targeted, but instead appear in Imgur’s “single content stream that everyone sees, providing a shared experience that gives [all users] something in common." The ads got a positive response during testing with two-thirds of users giving them an upvote (or a “like”), and according to the site, engagement rates have reached up to 20% so far. (Adweek

Millennials are “leading the charge” in the mobile wallet takeover. According to Bank of America’s July 2016 Consumer Spending Snapshot, mobile wallet transactions are up 267% with 18-34-year-olds, and spending is up 235%. The increasing popularity of the new payment method helps explain why credit card usage is on a decline with consumers between the age of 20-50. The desire to stay within their means is also driving the trend: according to a TD Bank study, one fifth of Millennials say they worry using a credit card will make them acquire debt. (TheStreet

The teen vaping problem might not be what it appears. The U.S. Food and Drug Administration “categorizes vaporizers as ‘Electronic Nicotine Delivery Systems,’” and has been warning about its ability to be a gateway drug as it increases popularity with teens. However, a survey by the University of Michigan has found that two-thirds of middle and high school students are vaping just flavoring like strawberry, bubble gum, or blue razzle berry, about 20% of 10-12 graders have used nicotine, and only 7% of all students have used marijuana oil. (NYMag

They’ve done it again: Millennials are killing bars of soap! Although sales of soap, bath, and shower products saw a 2.7% rise in market growth last year, sales of bar soap fell 2.2% from 2014 to 2015. According to Mintel, 18-24-year-olds and women choosing to get clean with liquid soap are to blame. Traditional soap started to lose its appeal when health authorities began reporting that “germs can grow on bar soap and spread infections,” and now only 33% of 25-34-year-olds believe it is okay to wash their faces with a bar of soap. (CBS News)

Honest Tea is successfully connecting with young moms by getting #RefreshinglyHonest. The brand’s new marketing approach focuses on reaching their audience “on an emotional level” by expressing authentic moments. Working with influencers across social platforms who “naturally like [their] brand,” they’ve been able to achieve a positive social sentiment of 95%. according to Brandwatch. Their Couples Get Refreshingly Honest About How They Met sponsored videos,created with BuzzFeed, have been viewed 1.5 million times. (Digiday)

Quote of the Day: “My favorite app is Snapchat, because it offers quick messaging with a time limit that ensures privacy while being highly entertaining.”—Female, 20, FL 

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