With more ways to connect with consumers globally than ever before, there have never been more opportunities for new names to break through and quickly gain followers around the world opening up more merchandise opportunities.
KSI, though not well-known in the mainstream media, is one of this generation biggest entertainers and personalities. Currently 7% of kids say KSI is their favourite YouTuber peaking with boys aged 15-18 and also the 9th favourite famous person for this group, he originally found fame through FIFA YouTube videos. Recently he has overtaken PewDiePie, who held top spot throughout 2019 to become the most popular YouTuber with teenage boys. KSI’s YouTube account has 21 million subscribers and he is also one of the seven members of the Sideman group, who have a reported 25 billion combined views. Like any valuable brand, he has expanded his ecosystem, his two-part boxing match against fellow YouTuber Logan Paul, sold out in both Manchester and LA and was streamed on the new sports platform DAZN, a pay-per-view platform ( which 4% of teen boys in the UK use). As well as this, he has successfully moved into the music industry following the release of his debut rap album, he is now 6th favourite musician with teen boys, coming behind international stars such as Eminem, Ed Sheeran, and Drake. Moving through industries helps to grow reach as well as opportunities to sell licensed products for instance Teen boys who say KSI is their favourite YouTuber are 130% more likely to buy music tracks relating to their favourite YouTubers and 153% more likely to buy posters (4%) showing the opportunities for licensing.
With TikTok’s popularity continuing to grow amongst kids, could the next superstar influencers come from this platform? TikTok remains the number one ‘next big thing’ according to kids in the UK. With just over a quarter (26%) of all kids aged over 10 are now using the app, equivalent to an indicative 1.8m which is approaching the number who use Facebook (2.3m). Recently passing 2 billion global downloads, it has experienced one of the fastest ever adoption rates for a social platform. We have seen that industries that have experimented early on with the app have benefited. The music industry is one that has with the platform now being a route for artists or songs to become a hit. For instance, Lil Nas X (who is most popular with boys aged 10-11) and Dua Lipa (who is most popular with girls aged 10) are both examples of artists to have gone viral on TikTok. The top two most-followed artist being Charli D’Amelio (16yrs) with 70.8m followers and Addison Rae (19yrs) with 50.2m who dance and lip syncing clips have helped them grow their following, showing that young people at the start of their careers on this platform. With TikTok being most popular with tween girls it important to look at what they like to buy regarding toys. Dolls and playsets (29%), soft toys (27%) and construction toys (23%) are the top three toy categories they like so merchandise developed should focus in these areas.
During lockdown, the definition of a ‘video game’ has began to shift. Fortnite, the most talked about thing outside of Coronavirus, has continued to evolve into a brand and media platform. The platform has held a few virtual concerts in their new ‘Party Royale’ world which is a non-combat social mode where players can watch music and hang out. The platform has helped grow awareness of lesser known artists. The event that featured rapper Travis Scott which had more than 12m players taking part, is less known in the UK, however since this he had moved up to 7th place in new artists in our UK Kids Insights data in May. Collaboration with over artists could help open up to new audiences. Brands can use data to uncover content partnerships and expand their reach therefore driving merchandise sales. From our data we know kids aged 10-18yrs who buy toys relating their favourite video games are 22% more likely to say Fortnite Battle Royale is their favourite console game (9%) showing there is appetite for this merchandised toy.
Social platforms and gaming are becoming the new way to connect with the next generation of consumers. Gaining followers and popularity on social or gaming platforms will become the new norm with younger consumers leading to more avenues to sell merchandise.
We are working with our clients to help them define and understand their audiences, plan their Christmas media campaigns, as well as tracking, measuring, and evaluating their campaigns through our Brand Uplift solution.
If you are planning your advertising, marketing and licencing strategies, our data and insights will inform you of not just which influencers are most popular among kids but the brands and personalities currently resonating with your target audience the most.
To download a complimentary Kids Insights report & get access to the demo version of the award-winning portal, visit https://kidsinsights.com/portaldemo