The Jenners and Hadids aren’t the only Gen-Zers impacting fashion and beauty. The power of pint-sized influencers continues to rise, as the line between social media and e-commerce blurs. Though unknown by almost everyone over 24 years old, these YouTube and Instagram stars have already garnered attention from brands, making up to $6,000 a day in sponsorships. Here’s who you need to know.
Haley Pham
Age: 18
YouTube followers: 2 million
Years on YouTube: 6
Located in: Austin, TX
Choice formats: Before-and-after transformations, vlogs and hauls. “I also throw in the occasional dance video or ‘trying something new for a day’ experiment format.”
On the evolution of influencer world: “It’s become a more genuine space. It used to be about making your life seem as perfect as possible. Now there’s an emphasis on being relatable.”
Ad position: web_incontent_pos1
Fiona Frills
Age: 15
YouTube followers: 855,000
Located in: California
Audience: “Little fashionistas”
Uses of “awesome” in one 15-minute call: 11
Own product line: Frilliance, made up of makeup and makeup tools for “teen-prone” skin
Key to success: “You have to stay focused, and if you’re not having fun with what you’re doing, you have to adjust. I love shopping and makeup. Those things make me happy, so that’s the path I’m following.”
Emma Chamberlain
Age: 18
Years on YouTube: 2
YouTube followers: 7.6 million
Located in: Los Angeles, CA
Uses of “fuck” in recent 18-minute video: 34
Video content: Started with DIY tutorials, but now posts videos like” Turning Jojo Siwa into me” and “24 hours without a phone”
Own product line: High Key, a fashion line sold exclusively on the Dote app
Worth: Reportedly $2.5 million, making $6,000 a day from video sponsorships
Ad position: web_incontent_pos2
Summer Mckeen
Age: 20
Followers across YouTube and Instagram: 4.5 million
Located in: Laguna Beach, CA (originally from Oregon)
Budding reality star: Starred in a Snapchat docu-series in late 2018 called “Endless Summer,” which was produced by “Keeping Up With the Kardashians” producer Bunim-Murray Productions and recently renewed for a second season
Influencer backlash: Does not want to be described as an influencer, preferring “creator,” according to her press rep.
Product line: Jewelry engraved with words like “worth,” created with #LuvGems, a company backing fashion lines by YouTube Stars
Brand sponsors: Billabong, Victoria’s Secret, Tresemme, Sephora
Teala Dunn
Age: 22
Followers across YouTube and Instagram: 4.1 million
Located in: Los Angeles
Instagram bio: Ephesians 4:2
YouTube videos dedicated to Coachella 2019: 3
Haters: First Google search results for her name include compilation videos titled “Teala Dunn lying about her hair for 2 minutes straight” and “Teala Dunn being rude for 3 minutes straight”
Collaborations: Launched a line of sunglasses with influencer brand NEM Fashion in September
Brand sponsors: Revolve, Mavlash Extensions, Benefit, Beauty Blender, Garnier
Trips since January: The Maldives, Hawaii, New York, Las Vegas, Miami
Cause: PETA; in April, she teamed with the organization on a video encouraging teens to opt out of dissecting animals in school
More in Marketing
In the marketing world, anime is following in the footsteps of gaming
As marketers look to take advantage of anime’s entry into the zeitgeist, they might be wise to observe the parallels between the evolution of anime as a marketing channel and the ways brands have learned to better leverage gaming in recent years.
With the introduction of video ads and e-commerce, Roblox looks to attain platform status
Roblox is expanding into more areas than just ads in 2024. Much like platforms such as Amazon and Facebook have transcended their origins to evolve from their origins as online marketplaces and social media channels, Roblox is in the midst of a transformation into a platform for all elements of users’ virtual lives.
PepsiCo wants to remain a ‘driver of culture’ as it turns to influencers and activations amid rebrand
The soda-maker says it can translate cultural relevance into sales volume.
Ad position: web_bfu