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Data Snack

What Type of Influencer Do Adults Under 40 Trust Most?

September 6, 2022
February 15, 2022
Mae Rice

YouTubers are the most trusted public figures for Millennials and Gen Z. What makes them stand out as reliable sources? We dug into it, and what it means for marketers.

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YouTubers are the most widely trusted figures for Millennials and Gen Z-ers, according to YPulse data — trusted 2-3X more than news anchors.


Source: YPulse

YouTubers’ 3 secret weapons

There are a few key factors that make YouTubers so trustworthy: 

  • They’re indie: That makes them “authentic sources of information that aren't following some larger corporate agenda,” said Coltrane Kubo, a Gen Z-er digital advertising specialist at MarketerHire.
  • They share longform videos: “TikTok at times feels too short to form an opinion,” said Maziyeh Jehan, talent operations associate at MarketerHire and Gen Z-er. “YouTubers give us an insight into their lives over time and so we learn if we… trust them.”
  • They teach us practical skills: Tutorials are less likely to be paid promo, two Millennials at MarketerHire pointed out — and when YouTube instructions work IRL, it builds trust. 

Our takeaway? 

Investing in traditional PR will only get brands so far with the younger generations. 

Don’t overlook influencer marketing with YouTubers, musicians and athletes — all more trusted than news anchors by both generations.

Mae Rice
about the author

Mae Rice is editor in chief at MarketerHire. A long-time content marketer, she loves learning about the weird and wonderful feedback loops that connect marketing and culture.

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