When determining effective talent for a brand campaign, it’s crucial to review their overall relevance and likability.
As mentioned in Part I, as the industry continuously leans towards a niche approach, it’s important to realize that digital talent engages younger audiences in a way that lets a brand resonate in a uniquely relatable way.
Arguably the truest way a brand can resonate with an audience is through their funny bone.
While traditional ad campaigns thrive off planned ‘tongue-in-cheek’ and slapstick humor, digital celebrities produce impromptu comedy that is immediate and personal.
Here are the final three influencers from the 2016 Variety Magazine study that particularly use comedy to enhance their YouTube clout:
- PewDiePie: Since August of 2013, Felix Kjellberg (PewDiePie), has been the most followed YouTube account with almost 60 million subscribers, only being surpassed once by YouTube’s Spotlight channel. The Swedish video game vlogger begins his videos with a high pitch, goofy voice making it seem as if every viewer is a close friend. His praise comes from the fact that he is genuine and unfiltered, which also drives controversy to his brand. While he may not always say the “right thing”, this vlogger speaks his mind on such an immensely influential platform, making him stand out as a truly new form of an artist.
- Grace Helbig: This YouTuber has been an influential content creator since 2007 when she began YouTubing with her college roommate. Since then, Helbig has expanded her brand to podcasts, film, books, and television, where she created and starred in her own E! Network talk show. Marriott booked Helbig for a 2015 digital campaign for the brand’s direct booking service, calling for brand followers to “be more direct”. Helbig’s zany comedy chops offer an approach to viral storytelling that has an immediate appeal to young women.
- King Bach : Andrew B. Bachelor, better known for his web alias King Bach, is most popular for his comedic Vine channel. Since the app’s downfall, Bach has transitioned from the 6-second platform to the big screen, stretching his 15.7 million fan base to multiple platforms. Bach uses parody to his advantage, having played Big Sean, Tupac Shakur, and Pharrell Williams in his short spoofs. Using these well known pop culture icons has allowed Bach to leverage his brand to unforeseeable levels. Bach has been used for several social media brand plugs, providing companies eyeballs that are increasingly difficult to reach via traditional means.
Comedy may not always be the answer for certain brands, but when trying to be direct with a young audience, it certainly presents itself as a viable option.
An authentic message is key, especially for Gen Z brand skeptics. Luckily for brands in the digital landscape, these six individuals are speaking their language.
photo credit: www.homeminterssante.com.br