Laura Conaway

WRI 213—Research Paper

The Unique Shift of YouTube Vloggers Impacting Millennials

People find role models who are admirable—an individual or group of people they look

up to for advice, guidance, and inspiration. It may be because of character traits, similar interests,

or how he/she is presented on a pedestal for his/her accomplishments. This act of seeking

guidance from someone is not new; rather, the medium for how we find role models continues to

change. What once may have been people in our personal circle of friends and family, or even

Hollywood celebrities, has shifted. Through the growth of the Internet phenomenon, millennials

have begun to find enjoyment in watching the lives of YouTube vloggers and looking to them as

role models for advice and inspiration based upon the authenticity and relatability they display

which differs from Hollywood celebrity status.

Millennials are growing up in a digital age where technology is at their fingertips. As a

result, they spend time on social media learning from a world of indirect relationships, which

differs from face-to-face communication. However, teenagers and young adults feel a sense of

community and friendship because of the medium vloggers are using to connect with people.

This idea is displayed through the understanding that “video channels allow them [vloggers] to

communicate in a more natural way resembling face-to-face communication” (Molyneaux 2).

Videos develop a sense of interacting with whoever is on the screen, such as speaking with

another person directly. It is natural in the respect of the communication being unscripted and

spoken in a way that is genuine, not directed. Further correlation is shown with how video

platforms also “facilitate the process of personal identification, allow[ing] for the reading of

emotional expressions, aid[ing] with speech perception, and enable[ing] viewers to read gazes—

signals that express intimacy and power” (Molyneaux 2). The ability to observe an individual’s

reactions and non-verbal cues provides a feeling of connection and friendship that is altered
Laura Conaway
WRI 213—Research Paper
when texting, interacting over other social media platforms, or watching an advertisement that is

strategically staged. Viewers can see when a vlogger is distraught or enthusiastic which provokes

emotion for the viewer and a feeling that he/she is interacting with the YouTuber throughout

everyday life, such as a close friend would.

Similar to how people feel valued in a friendship when emotion is expressed and there is

face-to-face communication, connections are created through common interests and being

around an individual regularly. Thus, viewers develop an acquaintanceship with YouTube

vloggers because the viewers are spending time watching vloggers videos. What can be gathered

is “people learn by observing others, also called models, which demonstrate behavior”

(Westenberg 9). When engaging with others over a period of time, behaviors are developed

because of the understanding that one becomes more like those he/she surrounds him/herself

with. This action allows viewers to see themselves as similar to the vlogger because of common

behaviors. As these traits are formed, teenagers can become “interested ‘in what older

YouTubers have to say about things’ as it helps them to shape their own opinions and worldview

on certain things such as design, beauty, games, relationships and conflict management” (Arnold

4). They respect YouTubers’ opinions on topics because of the effective communication

strategies a video platform portrays and the feeling of friendship created through mutual

behavior. By looking to these older YouTubers, a mentorship mentality is displayed due to the

trust created from feeling like part of a vlogger’s life and being interested in the same issues they

are presenting in their videos.

As millennials find common ground and connection with vloggers, they are inclined to

gather advice and inspiration from them based upon their authenticity. It is crucial to have a

feeling of trust and genuineness in a person before taking advice from him/her. Making sure
Laura Conaway
WRI 213—Research Paper
masks are not hiding someone’s true personality needs to be affirmed. The way vloggers interact

with their followers creates this assurance of authenticity and is why many people choose to look

to them for inspiration and guidance. Practically, vloggers share “intimate stories about [their]

personal lives [that] make them seem approachable and trustworthy” (Westenberg 9).

Additionally, YouTubers are not afraid to be “goofy, funny, weird or speak up on very touchy

and personal matters such as sex, divorce, domestic violence and racism” (Arnold 3). Through

vulnerability and openness about topics, viewers develop an understanding of where the vlogger

stands on certain issues and sees them in states of exuberance and seriousness. By opening up

about personal struggles, there is less feeling of a staged and perfect life—sometimes of which is

portrayed through TV and Hollywood. With this knowledge, it is no surprise that in a survey

when “asked to rank 20 popular personalities based on approachability, authenticity and other

criteria, which the respondents deemed as aspects of their overall influence…popular YouTubers

occupied the top five spots” (Arnold 2). YouTubers are creating a fan base from genuineness and

speaking their opinions on subject matters and not letting someone else dictate how they act or

reveal themselves on camera. Because vloggers are portraying themselves in this way,

individuals are inclined, as stated, to rank them as having a major impact on their lives directly

resulting from approachability.

As authenticity is conveyed, relatability is displayed and allows for people to seek advice

from YouTubers because an understanding of being on the same playing field is reached. They

are not Hollywood celebrities who have agents replying to fans and are living in multi-million

dollar houses with paparazzi following them around creating news—fake or real—about their

lives. Because of this perception, “teenagers find YouTube influencers more relatable than

traditional celebrities and identify themselves more with YouTubers than with traditional
Laura Conaway
WRI 213—Research Paper
celebrities” (Westenberg 8). YouTubers are seen as equal to viewers because they are “average

kids creating unique content on the Internet and can be the boy or girl living next door or a kid

from the same school” (Westenberg 9). This mentality evokes the feeling of being an average

person, who is making a living, sharing their viewpoints, and not elevated on a hard-to-achieve

platform. They know these vloggers are not in a different social class of society but rather can

understand and express their aspirations for life, their insecurities, and interact with middle-class

citizens through the Internet. For this reason, “YouTube celebrities work because their audience

wants authentic perspective” (5 Marketing Lessons from Generation YouTube 2). Working is a

part of most peoples’ lives and is a way to make a living to support oneself. Being in the job

force displays a need for provision and is relatable. One way to relate to others is to be in similar

situations as them where empathy and understanding can be had, which is evident in a vlogger’s

life. They are in circumstances that viewers are also in and provide opportunities for

understanding.

Through the approachability and authenticity vloggers deliver, there is a difference

displayed that contrasts traditional celebrities. Because people are leaning towards YouTubers

platform for advice and acquaintanceship, less people—especially teenagers—are looking to

Hollywood. With the rise of social media, the term ‘celebrity’ is being redefined; “now it is the

common folk who are setting the trends and driving opinions, and they are doing it on YouTube”

(Arnold 1). No longer are people watching advertisements and TV or reading magazines to

connect with celebrities and obtain their opinions. Rather, through social media, interactions can

be had by sharing posts, commenting, and connecting with YouTubers in a more authentic way.

A study was conducted by Defy Media and it was concluded that “63% of respondents

aged between 13 – 24 said that they would try a brand or a product recommended by a YouTube
Laura Conaway
WRI 213—Research Paper
content creator, whereas only 48% mentioned the same about a movie or TV star” (Arnold 2).

These statistics display the value individuals have in others being genuine about what they are

saying. Millennials want to know they are receiving recommendations based upon actual likes or

dislikes of a product rather than because it is a paid promotion. The research shows that “59% of

13-year-olds follow YouTubers on social media versus only 32% following TV and movie stars”

(Westenberg 8). Overall, there is a trend developing which shows the likelihood of individuals

seeking out information and direction from those “celebrities” who are carrying themselves in a

manner reflective of an authentic disposition.

The rise of the Internet and social media usage is a fairly new occurrence within the past

decade. People now have the ability to connect in a broader sense with individuals outside of

their immediate circle they see daily. With this revelation comes opportunity to look to others for

perspective and enlightenment on situations. Approachability presents comfortability because

there is a feeling of openness with each party. Through digital platforms, expression is conveyed

differently but nevertheless in a way where people feel comfortable seeking direction from those

with a YouTube presence.

Laura Conaway
WRI 213—Research Paper
Works Cited:

Arnold, Andrew. Why YouTube Stars Influence Millennials More Than Traditional Celebrities.
Forbes Magazine, 20 June 2017, www.forbes.com/sites/under30network/2017/06/20/why-
youtube-stars-influence-millennials-more-than-traditional-celebrities/#7baf010248c6.

5 Marketing Lessons from Generation YouTube. Marketing, March 2015, pp. 58.
https://search.proquest.com/docview/1661722388?accountid=11920.

Molyneaux, H., O'Donnell, S., & Gibson, K (2009). YouTube Vlogs: An Analysis of the Gender
Divide. Media Report to Women, 2009, pp. 6-11.
https://search.proquest.com/docview/210170752?accountid=11920.

Westenberg, Wilma. The Influence of YouTubers on Teenagers. University of Twente,

26, Sept. 2016, https://essay.utwente.nl/71094/1/Westenberg_MA_BMS.pdf
Laura Conaway
WRI 213—Research Paper
Topic 1 – advice and inspiration based on authenticity

“Asked to rank 20 popular personalities based on approachability, authenticity and other criteria,

which the respondents deemed as aspects of their overall influence…popular YouTubers

occupied the top five spots” (Why YouTube Stars Influence Millennials More Than Traditional

Celebrities 2).

“They [YouTubers] are not afraid to be goofy, funny, weird or speak up on very touchy and

personal matters such as sex, divorce, domestic violence and racism” (Why YouTube Stars

Influence Millennials More Than Traditional Celebrities 3).

“Video is nearer to how we naturally communicate. We were taught to consume words by text

but video offers a more human way to connect” (5 Marketing Lessons from Generation YouTube

2).

“The intimate stories about personal lives make them seem approachable and trustworthy” (The

Influence of YouTubers on Teenagers 9).

“Reviews include product information based on personal experience. Based on this experience

the YouTuber can recommend or discourage viewers from purchasing” (The Influence of

YouTubers on Teenagers 10).

Topic 2 – advice and inspiration based on relatability

“YouTube celebrities work because their audience wants authentic perspective. ‘The danger for

the celebrity is that endorsements compromise their perceived objectivity, which is at the root of

what initially made them popular’” (5 Marketing Lessons from Generation YouTube 2).
Laura Conaway
WRI 213—Research Paper
“Video is nearer to how we naturally communicate. We were taught to consume words by text

but video offers a more human way to connect” (5 Marketing Lessons from Generation YouTube

2).

“Teenagers find YouTube influencers more relatable than traditional celebrities and identify

themselves more with YouTubers than with traditional celebrities” (The Influence of YouTubers

on Teenagers 8).

“They [YouTubers] are perceived as equal. They are ‘just’ average kids creating unique content

on the Internet and can be the boy or girl living next door or a kid from the same school” (The

Influence of YouTubers on Teenagers 9).

“Attention is gained for their personalities, unique talents and creativity, which teenagers strive

to achieve” (The Influence of YouTubers on Teenagers 9).

Topic 3 – how YouTubers differ from Hollywood celebrities

“The rise of social media, [is redefining] the word ‘celebrity’. Now it is the common folk who

are setting the trends and driving opinions, and they are doing it on YouTube” (Why YouTube

Stars Influence Millennials More Than Traditional Celebrities 1).

“In a study commissioned by Defy Media, 63% of respondents aged between 13 – 24 said that

they would try a brand or a product recommended by a YouTube content creator, whereas only

48% mentioned the same about a movie or TV star” (Why YouTube Stars Influence Millennials

More Than Traditional Celebrities 2).

Laura Conaway
WRI 213—Research Paper
“60 % of them say they would make buying decisions based on the recommendation of their

favorite YouTube star over the recommendation of a TV or movie star” (Why YouTube Stars

Influence Millennials More Than Traditional Celebrities 4).

“59% of 13-year-olds follow YouTubers on social media versus only 32% following TV and

movie stars” (The Influence of YouTubers on Teenagers 8).

Topic 4 – how YouTubers create a friendship/mentor feeling

“Interested ‘in what older YouTubers have to say about things’ as it helps them to shape their

own opinions and worldview on certain things such as design, beauty, games, relationships and

conflict management” (Why YouTube Stars Influence Millennials More Than Traditional

Celebrities 4).

“People learn by observing others, also called models, which demonstrate behavior” (The

Influence of YouTubers on Teenagers 9).

“Users benefit because video channels allow them to communicate in a more natural way

resembling face-to-face communication” (Exploring the Gender Divide on YouTube 2).

“Video also facilitates the process of personal identification, allows for the reading of emotional

expressions, aids with speech perception, and enables viewers to read gazes—signals that

express intimacy and power” (Exploring the Gender Divide on YouTube 2).

“Vlogs containing personal information were the second highest viewed videos averaging 3,870

views” (Exploring the Gender Divide on YouTube 6).

Laura Conaway
WRI 213—Research Paper
Quotes:

“The rise of social media, [is redefining] the word ‘celebrity’. Now it is the common folk who

are setting the trends and driving opinions, and they are doing it on YouTube” (Why YouTube

Stars Influence Millennials More Than Traditional Celebrities 1).

“In a study commissioned by Defy Media, 63% of respondents aged between 13 – 24 said that

they would try a brand or a product recommended by a YouTube content creator, whereas only

48% mentioned the same about a movie or TV star” (Why YouTube Stars Influence Millennials

More Than Traditional Celebrities 2).

“Asked to rank 20 popular personalities based on approachability, authenticity and other criteria,

which the respondents deemed as aspects of their overall influence…popular YouTubers

occupied the top five spots” (Why YouTube Stars Influence Millennials More Than Traditional

Celebrities 2).

“They [YouTubers] are not afraid to be goofy, funny, weird or speak up on very touchy and

personal matters such as sex, divorce, domestic violence and racism” (Why YouTube Stars

Influence Millennials More Than Traditional Celebrities 3).

“60 % of them say they would make buying decisions based on the recommendation of their

favorite YouTube star over the recommendation of a TV or movie star” (Why YouTube Stars

Influence Millennials More Than Traditional Celebrities 4).

“Interested ‘in what older YouTubers have to say about things’ as it helps them to shape their

own opinions and worldview on certain things such as design, beauty, games, relationships and

conflict management” (Why YouTube Stars Influence Millennials More Than Traditional

Celebrities 4).
Laura Conaway
WRI 213—Research Paper
“YouTube celebrities work because their audience wants authentic perspective. ‘The danger for

the celebrity is that endorsements compromise their perceived objectivity, which is at the root of

what initially made them popular’” (5 Marketing Lessons from Generation YouTube 2).

“Video is nearer to how we naturally communicate. We were taught to consume words by text

but video offers a more human way to connect” (5 Marketing Lessons from Generation YouTube

2).

“59% of 13-year-olds follow YouTubers on social media versus only 32% following TV and

movie stars” (The Influence of YouTubers on Teenagers 8).

“Teenagers find YouTube influencers more relatable than traditional celebrities and identify

themselves more with YouTubers than with traditional celebrities” (The Influence of YouTubers

on Teenagers 8).

“They [YouTubers] are perceived as equal. They are ‘just’ average kids creating unique content

on the Internet and can be the boy or girl living next door or a kid from the same school” (The

Influence of YouTubers on Teenagers 9).

“Attention is gained for their personalities, unique talents and creativity, which teenagers strive

to achieve” (The Influence of YouTubers on Teenagers 9).

“The intimate stories about personal lives make them seem approachable and trustworthy” (The

Influence of YouTubers on Teenagers 9).

“YouTubers were judged to be more engaging and extraordinary” (The Influence of YouTubers

on Teenagers 9).

“People learn by observing others, also called models, which demonstrate behavior” (The

Influence of YouTubers on Teenagers 9).

Laura Conaway
WRI 213—Research Paper
“Reviews include product information based on personal experience. Based on this experience

the YouTuber can recommend or discourage viewers from purchasing” (The Influence of

YouTubers on Teenagers 10).

“Users benefit because video channels allow them to communicate in a more natural way

resembling face-to-face communication” (Exploring the Gender Divide on YouTube 2).

“Video also facilitates the process of personal identification, allows for the reading of emotional

expressions, aids with speech perception, and enables viewers to read gazes—signals that

express intimacy and power” (Exploring the Gender Divide on YouTube 2).

“Vlogs containing personal information were the second highest viewed videos averaging 3,870

views” (Exploring the Gender Divide on YouTube 6).

Topic: YouTube Vloggers and people being interested in their lives and looking to them for
advice and information on life; people are fascinated with YouTubers’ lives even though they are
just ordinary people like us (they are just sharing information about their personal lives, doing
challenges, etc.), people take advice from these people whether the individuals have experienced
the situation or not, we get inspiration for our own lives and want to look put together and
glamourous like them which is why we buy their products, watch their videos, etc.

Works Cited:

Arnold, Andrew. Why YouTube Stars Influence Millennials More Than Traditional Celebrities.
Forbes Magazine, 20 June 2017, www.forbes.com/sites/under30network/2017/06/20/why-
youtube-stars-influence-millennials-more-than-traditional-celebrities/#7baf010248c6.

“5 marketing lessons from generation YouTube.” Marketing, March 2015, pp. 58.
https://search.proquest.com/docview/1661722388?accountid=11920.
Laura Conaway
WRI 213—Research Paper
Molyneaux, H., O'Donnell, S., & Gibson, K (2009). “YouTube vlogs: An analysis of the gender
divide.” Media Report to Women, 2009, pp. 6-11.
https://search.proquest.com/docview/210170752?accountid=11920.

Westenberg, Wilma. The Influence of YouTubers on Teenagers. University of Twente,

26, Sept. 2016, https://essay.utwente.nl/71094/1/Westenberg_MA_BMS.pdf