Digital Celebrities Pull Millennials Away From Movies and Television for Celebrity Marketing

Youtube celebrities

Four reasons to book a digital celebrity for your next marketing campaign.

Knowing which celebrity appeals to your demographic can make or break a campaign. If the celebrity isn’t highly recognizable or influential then they’re not the right person for the brand. So, who are the right celebrities for millennials? You may automatically think Emma Stone or Bradley Cooper, but think again. Digital celebrities, such as Youtube stars, may be a better spokesperson for your brand.

Traditional TV viewership by 18-24 year-olds has dropped about 32 percent from 2011 to 2015, according to a study by Nielsen and analyzed by MarketingCharts. That decrease in TV viewers has resulted in an increase in social media users. Viewers ages 13-24 watch an average of 11.3 hours of “free” online video content per week compared to 8.3 hours of regularly scheduled TV, according to a 2014 study by Defy Media.

Here are 4 reasons why millennials admire digital celebrities and why the online celebrities are a better option for certain brands:

Digital celebrities are more relatable: According to the Defy Media study, 67 percent of millennials stated digital outlets deliver content they can relate to versus 41 percent for TV. Viewers get a look in to the everyday lives and personalities of digital stars; they see where they live, meet their families, and learn their hobbies. This makes digital stars less distant and more personable than celebrities that are only seen on the big screen.

Digital celebrities are more accessible: You can’t really take a quick break to watch an entire movie but you can for a six second video. With over 85 percent of millennials owning smartphones (Nielson), it is incredibly easy for social media celebrities to have their work reach a large number of viewers. The celebrities themselves also become more approachable than traditional celebrities by sharing authentic content on platforms with user interaction.

Digital content is basically free: You don’t need a monthly subscription to Netflix, movie pass, or ITunes gift card to enjoy these celebrities’ work; all you need is a computer or smartphone. Digital stars shine on social media platforms, such as Youtube, Instagram, or Pinterest, which are all free to use.

Digital celebrities have greater influence: If millennials are more frequently exposed to digital celebrities’ content and feel as though they genuinely connect to their personalities, the celebrities are more trustworthy and believable. In fact, the Defy Media study found that 63 percent of all respondents said they would try a product or brand recommended by a YouTube personality, while only 48 percent stated that TV and movie star powers had influence, regardless of age.

photo credit: Zoe Sugg, Caspar Lee & Joe Sugg via photopin (license)

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