Are YouTube Stars the NEW Celebrities?

Is she more (1)

[vc_row][vc_column][vc_message message_box_style=”solid-icon” style=”square” message_box_color=”success” icon_fontawesome=”fa fa-caret-square-o-right”]New study shows that Adults in the U.S. consider YouTube stars to be up to five times more influential and believable than traditional celebrities.[/vc_message][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]YouTube Stars are a new breed of celebrity growing more and more in popularity in our “ever on” and always connected world. However there has been a common misconception that their influence has been solely in the realms of the younger generations.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_custom_heading text=”A New Study Shows Something Completely Different” font_container=”tag:h2|font_size:25|text_align:left” google_fonts=”font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal”][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]Adults in the U.S consider YouTube stars to be up to five times more believable and even influential than traditional celebrities according to a study conducted by University of Southern California marketing professor Jeetendr Sehdev.

This holds particular importance and value for companies looking for new brand ambassadors.

The question on big brands minds though is who out of the ever growing list of YouTube Stars is going to have the best effect on a target demographic to actually influence buyer behavior.

The study surveyed 1,500 18- to 59-year-old adults in the U.S., asking which YouTube stars respondents had heard of and then delving into how influential those stars are to the respondents. The findings were then compared with a running list Mr. Sehdev keeps of how influential traditional celebrities are.

To be honest it’s not that surprising.

I for one have never really bought into the whole super stardom idolization of normal people pretending (acting) to be other people. Yes they have skills which they are to be commended for, but I think it just gets a little carried away.

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_custom_heading text=”However YouTubers have a different angle.” google_fonts=”font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal”][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]They come across as “real people” which makes them more trustworthy, which is that key ingredient that makes word of mouth the best form of marketing still!

Mr. Sehdev who performed the study had something interesting to say.

“The celebrities that have influence today amongst audiences are those that are very much right next to them and have actually been created by the audience. And 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,”

“What we’re seeing here is it’s not about how popular a celebrity is. It’s the difference between popularity and influence,” he continued. “The key point here is that popularity doesn’t move the needle.”

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_custom_heading text=”Here are the 10 most popular U.S. YouTube stars” google_fonts=”font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal”][/vc_column][/vc_row][vc_row][vc_column][vc_video link=”” title=”Jenna Marbles – YouTube subscribers: 15.28 million”][/vc_column][/vc_row][vc_row][vc_column][vc_video link=”” title=”Bethany Mota – YouTube subscribers: 9.08 million”][/vc_column][/vc_row][vc_row][vc_column][vc_video link=”” title=”PewDiePie – YouTube subscribers: 38.03 million”][/vc_column][/vc_row][vc_row][vc_column][vc_video link=”” title=”Ray William Johnson – YouTube subscribers: 10.81 million”][/vc_column][/vc_row][vc_row][vc_column][vc_video link=”″ title=”The Fine Bros. – YouTube subscribers: 12.75 million”][/vc_column][/vc_row][vc_row][vc_column][vc_video link=”″ title=”Prank vs. Prank – YouTube subscribers: 8.40 million”][/vc_column][/vc_row][vc_row][vc_column][vc_video link=”″ title=”Shaytards – YouTube subscribers: 3.59 million”][/vc_column][/vc_row][vc_row][vc_column][vc_video link=”″ title=”EvanTube – YouTube subscribers: 1.76 million”][/vc_column][/vc_row][vc_row][vc_column][vc_video link=”” title=”KSI – YouTube subscribers: 9.86 million”][/vc_column][/vc_row][vc_row][vc_column][vc_video link=”” title=”ComedyShortsGamer – YouTube subscribers: 4.67 million”][/vc_column][/vc_row]

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