IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online ACL Direct Promo · We know about Relationship Marketing We are experts in loyalty and incentives · Turkey Email List We like to create unique experiences Influencers have been able to understand what type of content young people want and offer it to them Who wins the game in the battle between influencers and media for content consumption times? The media have a solid structure behind it, many years of work and many resources. Television has also been the queen of content for decades and has been highly integrated into people’s daily lives. The influencers, however, are cool, of the moment and are increasingly professionalized.
Its contents are also more attractive to young people because they are able to anticipate trends more dynamically and efficiently. The Tubular Labs researchers used two data sources as a starting point. On the one hand, to analyze the viewing data that the 10 most popular influencers and the 10 television networks with the most traction on YouTube and Facebook had achieved in the US during the month of March.
On the other, they compared the data on viewing minutes accumulated during 2020 by the 1,000 main influencer, media and brand accounts. Its final conclusions are clear: influencers win the game and their content is the one that has achieved the best results. This occurs even taking into account the data of the most popular programs on television and those that tend to become viral later thanks to the fragments that are uploaded on YouTube and social networks. In fact, as they remember in AdAge , the market change can already be seen in the content decisions that late nights, such as Jimmy Fallon, or programs like Ellen are making. In the last year they have invited much more influencers from the network as a hook. The content industry has seen generational fragmentation and younger consumers no longer go through traditional media.
The connection power that they have with those consumers is much lower. Thus, in March, the 10 most prominent influencers reached 29% of the total audience of Generation Z (which in this study is the range that goes from 13 to 24 years), while the star television programs it only did it with 14%. It is also important to bear in mind that the accounts that the study takes into account are varied and that as television they do not only count linear television. They also include content linked to the VoD. In the top 10 accounts that followed was Netflix. The conclusions of the study indicate that influencers have been able to understand what type of content young people want and offer it to them, something that more traditional channels are not achieving. Growth in minutes per year If what you do is see the data for the entire year, things are similar.
Influencers win too. The minutes that younger consumers spent watching influencer videos is higher than that spent on brand and media videos. The interesting thing is that this pattern goes beyond Generation Z. In this way, and in total terms for the US market (which is the one that this study takes as reference), the viewing time during the last year of the influencers’ videos increased by 26%, while those of the videos of influencers media did so by 3% and brands by 2%.