Tubefilter: YouTube Influencers Are Changing Marketing Across More Industries Than You’d Think

Tubefilter: YouTube Influencers Are Changing Marketing Across More Industries Than You’d Think. “Everyone knows YouTube influencers are flexing the power of their actionable audiences in a number of markets. A new report from Carat Global chief strategy officer, Sanjay Nazerali, YouTube, and Nielsen, however, reveals that these influencers have an even wider (wait for it….) influence than you’d think. Nazerali’s study found 86% of the 200 most watched beauty videos on YouTube come from creators (and not brands). But that finding isn’t necessarily representative of influencers’ far-reaching appeal. A finding that is details how YouTube influencers up consumers’ purchase intent in a number of product categories beyond beauty, including snacks, toys, cars, and even alcohol. Though YouTube influencers themselves (and especially their audiences) skew younger, many of them are successfully marketing adult products.”

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