Teenagers are changing media consumption habits for ever and moving away from traditional TV to other entertainment formats such as Youtube, Vine, Instagram and Tumblr. Teenagers spend on average 20 hours watching Youtube a week, which is much higher than the TV hours, spent. They are impatient and cannot wait for programmes to appear on TV. They demand immediate content and want to be aware of anything that takes place immediately.
Teenagers interest in celebrities are declining in favour of social media celebrities who offer them advice and consultancy, they are the Teenage Stars who have thousands of followers who interact with them on a daily basis. They are real people (not fake irrelevant fantasy celebs) who are approachable and are there for you when you need them.
It is time for global and national brands to endorse and support some of these rising stars and acknowledge their influence on the youth now and inspire them going forward and have direct influence when it comes to technology, telecom, culture, fashion and beauty. Teenage stars will buy the same gadget and dress as their Youtuber wore in the latest clip.
Brands need to find the right personality who is the perfect fit for their brand to take the conversation forward and continue to influence their current and future customers.