Originally published at TDG Research on July 23, 2015
VidCon is taking place this week in Anaheim. What started out as a convention for teenage fans of YouTube stars has turned into one of the premier events of the entertainment industry, with 21,000 attendees, and sponsors like Kia, Taco Bell, Best Buy, Panasonic, and Canon. Media executives that ignore this conference do so at their own peril.
As VidCon sponsors and attendees are figuring out, interruptive advertising is not the best way to reach Gen Z and Late Millennials. Rather, they are turning to more social-based outreach like #CreatedWith content done in conjunction with Social Video Influencers, such as the stars of YouTube, Vine, and other social video platforms.
But just how popular are these Influencers, and is their reach limited to only a small pocket of young teens enamored with them?
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