YouTube
YouTube has more than two billion monthly active users viewing one billion hours of content daily. The 15 percent of influencers who prefer the platform significantly impact consumer behavior—accounting for 60 percent of video views in categories such as beauty. Compare this to the 39 percent that brands capture. This platform is a place where smaller-scale influencers shine. YouTube creators are four times more effective at increasing brand familiarity than celebrities. Who you’ll reach: YouTube is most popular with young adults, with 20.7 percent of its user base coming from the 25-34 age group and 16.7 percent falling between 35 and 44.
Top influencer platforms (and the users on them)
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