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Why YouTube Stars Are More Influential Than Any Other Celebrity

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People spend a huge amount of time watching online video. The trends have indicated a rise in influence of YouTube creators than traditional celebrities.

What will you gain from this blog?

  • How YouTube stars are more influential than any other TV, sports, music, or film star.
  • Factors influencing the success of YouTubers.

The rise of the huge YouTube celebrity in the past few years is discussed in the context of youth marketing. However, nowadays, adults are becoming just as influenced by YouTube stars as the young members of the society. Also, these YouTube celebrities have a much greater level of influence on the audience than the people we see in movies, music, etc.

A study that revealed factors influencing YouTubers’ success

A survey conducted by professor Jeetendr Sehdev from the University of Southern California found that, among other things, YouTube celebs are up to five times more influential than other celebrities. The survey had 1,500 18 to 59 years olds.

It was found that YouTube celebrities are more relatable and seem much more like real people.

Sehdev said, “the appeal of YouTube stars is that the audiences feel that they own them, that they have an equity stake in them, that they actually made them.”

He also talked about a very specific difference between influence and popularity, with influence being the much more valuable good for brand managers and marketers. Sehdev points out at the meaning of influence, which means ‘move the needle’.

Why these YouTube celebrities are influencing people?

The reason YouTubers are more influential than traditional celebrities could be understood as a combination of the ubiquity of the internet reaching each every age groups and the fact that a lot of people have grown up with the internet.

In October 2015, online video tracking firm Tubular Labs reported that there were more than 17,000 YouTube channels with over 100,000 subscribers, and nearly 1,500 with more than a million subscribers.

It is not that top YouTube stars are not just popular but they are influential to a great extent. They have a great impact on their fans watching their videos. Jeetendr Sehdev who surveyed 13-18-year-olds in the US asked them to rate the 10 most popular English-language YouTubers and the 10 most popular traditional celebrities across a range of qualities exhibiting ‘influence’.

The result was

  • YouTubers grabbed the top five places in the resulting chart with Smosh, the Fine Bros, PewDiePie, KSI, and Ryan Higa to be more influential than Katy Perry, Jennifer Lawrence, Paul Walker, and other celebrities.

Sehdev did the same survey again in 2015, when YouTubers took the top six slots, ahead of superstars like Taylor Swift, and Bruno Mars.Top-YouTube-Stars-vs-Hollywood-celebrities

The surveys ran by Jeetendr provided some useful insights on why the online stars are much more popular than the traditional celebrities.

“YouTubers were judged to be more engaging, extraordinary and relatable than mainstream stars, who were rated as being smarter and more reliable. In terms of sex appeal, the two types of celebs finished just about even,” explained Variety in 2014.

According to the survey feedback and comments, teens reported that they enjoy an authentic and intimate experience with YouTube stars, who aren’t subject to image strategies carefully taken care by PR professionals. Youngsters also say they appreciate YouTube stars’ risk-taking spirit, lack of filter, and more candid sense of humor, behaviors often curbed by traditional stars.

The ordinariness and their relatability make them these YouTube stars too appealing to the audience. They are like ‘girl or boy next door’ who are ‘just like us’ who entertain us on YouTube.

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Variety’s 2015 study suggested that teenagers’ emotional attachment to YouTube stars is “as much as seven times greater than that toward a traditional celebrity” for these reasons.

Why are YouTubers more popular?

The reasons for YouTubers being more influential than the traditional celebrities are discussed in the following points.

You relate to YouTube stars and build relationships

YouTubers listen and interact with their followers resulting in communities that look more like friendships instead of fanship.

According to the stats, 70 percent of the teenage YouTube subscribers say they relate to YouTube stars more than traditional celebrities.

4 in 10 millennial subscribers say their favorite creator understands them better than their friends.

YouTubers are community builders driving engagement

Since YouTube creators foster strong ties with their followers, they tend to have a more engaged audience. As compared to videos owned by traditional celebrities, videos created by the top 25 YouTubers earned: 3 times more views, 2 times more actions, and including 12 times as many comments.

YouTubers are trendsetters

Followers of YouTube stars say that their stars shape and drive the culture forward. As per Millennials, YouTube stars are trendsetters and more influential than other celebrities.

  • As per stats, 7 in 10 YouTube subscribers say that YouTube creators change and shape culture.
  • 6 in 10 YouTube subscribers would tend to follow advice on what to buy from their favorite creator over their favorite TV or movie personality.

Trying your hands on YouTube videos?

Here are few things to keep a check on.

1. Utilizing the Metadata to the most

In order to be successful, YouTube channels need more than just engaging videos to become famous. Things that are incredibly important are metadata – tags, keywords, description, and title. It is on this basis that YouTube ranks your videos in their search results. In short, good metadata ensures your videos are discoverable.

In order to craft your own metadata, you need to use resources like autocomplete search bar of YouTube, Google Trends, and YouTube Trends to find the best tags and keywords to use. Include your most valuable link above the fold, along with two sentences to describe the content within the video.

Make sure you describe what your channel is about, and guided people about where they can follow you. Also, include CTA (call to action). That could probably be subscribing to your channel.

2. Create your title wisely

The titles of your video should be snappy and short, offering a quick insight into the content of your video. You should include your main keyword(s) in the title too.

When you make a title, it should be something you have never come across before. Ask yourself…would you click on it? If you aren’t sure then change it. You need to craft title in such a way that the main keywords appear first. Also, you need to be brutally honest with titles and don’t promise something you can’t deliver.

4. Change your content

Talking about content, then there are two types of content you can produce and publish on your YouTube.

Pull Content: This is usually the evergreen content having a wider and more viral appeal. It pulls new people to your channel and convinces them to subscribe.

Push Content: This is the content you push to your subscribers as it is what you know they wish to watch.

Your YouTube channel should be made up of an amalgamation of these two types of content. Have you heard about Jimmy Fallon? He has a huge following but as compared a small number of his videos attract a disproportionate number of views. For instance, his video with Obama which 12 million people have watched. The content in that video has a wider appeal as compared to most of his content but has likely been responsible for a large number of 10 million subscribers.

This is why you should mix your content in order to achieve great results. Keep in mind, you need to reach new audience members who will look forward to your push content and therefore, not all of your content should be too niche.

5. Thumbnails of video

In order to create a popular YouTube channel, you need consistent branding. This branding should be recognizable for people who love your content. Along with that, your video thumbnails should be recognizable instantly. This means that you don’t need to waste valuable real estate in the title of your video by including the name of your brand.

Understanding the creator influence

It is difficult to comprehend the influence of YouTube creators without being or in fact knowing a fan closely. You can also benefit from the webinar on how to grow your audience and become a star.

Have you followed any YouTube star? What makes you follow them?

Image Credits: mediakix.com

Sakshi is a content marketer during the day and a reader by night. She writes content sprinkled with a twisted imagination. She has done her graduation in psychology from Delhi University and has an insane love for history.
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