CONSUMER
INSIGHT
New names, new opportunities
W
use Facebook (2.3m). ith more ways to connect Recently passing two with consumers globally billion global downloads, it than ever before, there has experienced one of the have never been more fastest ever adoption rates opportunities for new names to break for a social platform. through and quickly gain followers We have seen that around the world – opening up more industries that have merchandise opportunities. experimented early on with KSI, who originally found fame the app have benefited. making FIFA video game YouTube The music industry is one videos, may not be well-known in the that has with the platform mainstream media, but he is one of this now being a route for generation’s biggest entertainers and artists or songs to become personalities. Currently, 7 per cent of a hit. Lil Nas kids say KSI is their X and Dua favourite YouTuber, Social Lipa are both peaking with boys platforms and examples of artists to aged 15-18, and he is have gone viral on TikTok. also the ninth favourite gaming are Meanwhile the top two famous person for this most-followed artist are group. Recently he has becoming the new Charli D’Amelio (16yrs) overtaken PewDiePie, way to connect with 70.8m followers, and who held the top spot with the next Addison Rae (19yrs) with throughout 2019 to generation of 50.2m, whose dancing and become the most lip syncing clips have helped popular YouTuber with consumers. them grow their following. teenage boys. KSI’s During lockdown, the YouTube account has definition of a video game 21 million subscribers began to shift. Fortnite, the most talked and he is also one of the seven about thing outside of coronavirus, has members of the Sideman group, continued to evolve into a brand and who have a reported 25 billion media platform, with virtual concerts in combined views. a new social mode called Party Royale. Like any valuable brand, he has The platform has helped expanded his ecosystem; his two-part grow awareness of lesser boxing match against fellow YouTuber known artists. The event Logan Paul sold out in both Manchester that featured rapper Travis and LA, and was streamed on the new Scott had more than 12m sports platform DAZN, a pay-per-view players taking part and, platform which 4 per cent of teen though lesser known in boys in the UK use. As well as this, he the UK, the hip-hop artist has successfully moved into the music moved up to seventh place industry with the release of his debut in new artists in our UK rap album. He is now the sixth favourite Kids Insights data in May. 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 per cent more likely to buy music tracks relating to their favourite YouTubers, and 153 per cent 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 now using the app, equivalent to an indicative 1.8m, which is approaching the number who
“
Collaboration with other 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 per cent 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.
“
Tween girls on TikTok love • Dolls and playsets (29%) • Soft toys and plush (27%) • Construction Toys (23%)
Kids Insights, the global leader in kids’ market intelligence, survey more than 4,000 children every week, across 5 continents and 11 countries, and more than 200,000 children a year. To download a complimentary Kids Insights report & get access to the demo version of the award-winning portal, visit http://kidsinsights.com/ toysnplaythings
You may never have heard of today’s biggest social stars, but their audience, merch potential and influence on spend will surprise you