YouTube Killed the TV Star
It’s no secret that YouTube and other forms of online video have been taking the lead over TV in recent years. This is especially true for Millennials, which have surpassed Baby Boomers as the nation’s largest living population with 75.4 million people. In this article by Todd Spangler he discusses has YouTube has become the favored media among Millennials. With such a huge increase in original content that can be watched at our own conveniences are our regularly programmed shows going to be a thing of the past?
The reason YouTube has found such great success doesn’t just have to do with the ability to stream videos at the viewers own convenience. Beyond breaking the tether to scheduled programming and the ability to stream videos from where ever and whenever viewers want, YouTube has managed to offer content that is more relevant and authentic to its viewers, specifically millennials. 67% of millennials said digital delivers content they can relate to vs. 41% for TV and 62% of the survey respondents said digital content makes them “feel good” about themselves vs. 40% reported for TV.
Although Millennials are attracted to the approachability of YouTube, where everyone has the ability to post original content, what is really engaging this audience is video with a professional aesthetic. For 13-17-year-olds, 46% are more likely to open content that looks professional and polished and 57% for those who are 18-24. So, creating polished, visually appealing quality content still reigns even in an era where everyone with a smartphone has the ability to shoot high-res images and video.
So what does this shift from traditional video to digital sources say about how consumers are influenced? The days of big name movie and TV stars being the biggest influencers are on their way out. Millennials are much more likely to put their purchasing power (all $200 billion of it) behind products supported and promoted by YouTube stars and other social media influencers than they are a TV or movie star. In fact, the Defy study found that about 63% of Millennials would be more willing to purchase a product or brand mentioned by a YouTube star and with an impact that big, brands are definitely listening.
When thinking about this shift in the way Millennials digest digital content is there a way that you could be leveraging your brand or product through these channels? With the rise of the YouTube and social media celeb an increase in influencer marketing has also been ushered in. Knowing the influencer that your audience follows and respects could be a major key to reaching them and creating lasting brand loyalty.