Remember the days when magazines such as Smash Hits and Top of the Pops launched in the 1990s to provide teenage fans with nothing but pictures, facts and competitions about pop stars?
With today’s teens more interested in social influencers such as Zoella and Alfie Deyes, it’s no surprise that Egmont Publishing has just launched Oh My Vlog, the ‘web celeb magazine’.
The first edition has everything from a competition to win a Skype call courtesy of Tyler Oakley, to Alfie Deyes’ top tips to get 10,000 likes, as well as more than 300 facts on Zoella and her brother Joe Sugg.
As far as the YouTube generation is concerned, this magazine has something for everyone.
While some of you might now be sitting there mocking the launch of Oh My Vlog, the fact is this magazine is going to be read by a far wider audience than just teenagers.
Over 70 per cent of the audience who not only watch the videos by these YouTube stars, but also follow them on social media channels, is over the age of 18.
The majority of them are aged between 18 and 24. Factor in the rise of mummy vloggers and the launch of Channel Mum ("the UK’s first YouTube parenting community"), and this audience is only going to increase in age. And ultimately, so too is its spending power.
Because these consumers aren’t just watching the content of their social stars; they are taking action. One tweet from these guys can deliver over 120 per cent more website traffic than a two-month above-the-line advertising campaign.
In fact, some brands have seen a sales uplift of over 40 per cent after their products have been featured in a video.
Speaking from experience, one of our own clients saw a product sell out on Amazon the day a Lily Pebbles video review went live.
So strong is the draw of these social stars that they now attract bigger crowds than the biggest ‘conventional’ celebrities.
David Beckham might have had 800 people turn up to his book signing, but just a week later, Alfie Deyes had 8,000 people queue to meet him at the same venue.
They are even spreading over to conventional media, publishing books and taking over reality TV shows.
Social star and published author Louise (aka SprinkleofGlitr) is rumoured to be appearing on Strictly Come Dancing. And earlier this year, Zoella appeared on Comic Relief’s Great British Bake Off, increasing the show’s viewership by 10 per cent.
While some brands might be put off by the high fees these guys charge (one tweet could cost anything from £2k to £10k), they can have a real impact on brand awareness and sales.
The power of a single tweet, Instagram post or YouTube video has the potential to deliver a profound effect.
So for anyone keen on discovering the trends of tomorrow, you could do a lot worse than keep an eye on Oh My Vlog.
Samantha Henry is associate director at Fishburn
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