Previously, people used to refer to a movie star, a sports person, or a famous personality as a celebrity, overtime we could evidently see that this perception of celebrities disappeared from our society. In today’s world we started to digest the fact that movie stars are also normal people just like us. Perhaps our crazy fandom took their interest in people to the next level by introducing a new category of celebrities, i.e. the YouTubers.
The kind of celebrities people are looking for nowadays are not the ones who hide from the eyes of the society rather than willingly inviting them into their living rooms, or even their bedrooms, exposing their entire way of living through a digital screen. However, we shouldn’t assume that whatever we peek through is not what it actually is. It’s just that the camera just captures the right light as directed rather than the entire spot.
The Influence of Youtube Celebrities
Nowadays our day begins with a smartphone and ends in a smartphone. Without one, people could never imagine a life. A time before social media was unimaginable and quite a fantasy rather than reality. Our people find youtube celebrities more relatable than a movie star or any sort of OG celebrities. They are often considered as role models; if they promote something, we would blindly fall into the trap before even realizing it.
If a youtube celebrity decides to sell a product among his/her fans, he/she can easily achieve it. This is the kind of influence youtubers have over people’s minds. They don’t even have to shoutout to promote a product, a brand, or even a game. For example, If your favourite youtube celebrity is playing an online game, like Double Bubble and he is live streaming it to you, automatically you will get driven by it and you will either start downloading it or begin playing it before even realising you have been influenced. That’s how it works! If your adorned celebrity is using a moisturizer, you will automatically think of buying one for yourself, not because you like the product but for the fact that your favourite person is using it. This is the kind of influence YouTube celebrities have over people’s minds.
But, was it good or bad to get influenced? The answer is pretty much all the above. Getting influenced and trusting blindly are two different things. Since you like someone or adore someone it doesn’t mean that you should follow whatever they say blindly. To be honest, influence is not a bad thing, unless one is aware of the fact that what he/she is getting influenced for.
For over many years, televisions ruled the world of entertainment. But, due to the rise of social media, they are facing a downfall. Previously, television was the prime medium for advertisement. Some top celebrities and movie stars were the brand ambassadors for many products and brands, showcasing them through this legendary medium. But nowadays, youtube celebrities took the spotlight and televisions were replaced with smartphones.
In a study, 63% of teenagers between 13-24 years chose youtube celebrities as highly influential, saying they would definitely try a product or brand recommended by them. Whereas, the remaining 48% chose tv starts. This clearly shows the influence youtube celebrities have over an individual in this modern era.
The traditional advertising done by top movie stars or celebrities are mostly PR strategies. So, people find it hard to connect with them. On the contrary, youtube celebrities are better at connecting, being approachable and developing a connection with their audience. Reaching out to a movie star and getting a reply back is not practical. Whereas, these youtube celebrities are often ready to clear your doubts and queries, building a healthy relationship with their fans. This leads to higher audience engagement.
The influence of youtube might be less with the older generation compared to that of the present generation due to the less exposure to youtube, since they prefer older mediums like TV and newspapers more; rather than spending time on youtube and other social media platforms. But overall, the influence of YouTube celebrities on the current generation is totally inevitable.
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