Category
Lifestyle
Assisted Choices
Trend cluster
Category
Crowdsourced
Celebrity
Everyday people are taking unconventional paths to fame.
3.5
Trend score
Trend
What is the Crowdsourced Celebrity trend?
Crowdsourced Celebrity: Today's information age has fostered a culture of over-sharing, and those who share best are able to circumvent traditional avenues to fame. Millennial entrepreneurs are turning to platforms like YouTube and Tumblr to boost their personal brand, as well as cultivate opportunities and partnerships with bigger names. Rather than a flash-in-the-pan fad, this shift signals the possibility of long-term, mutually beneficial relationships between online personalities and top-tier brands.
Trend themes
Themes within the Crowdsourced Celebrity trend
Three behaviours holding the trend together01
Personal Branding
The rise of everyday people turning to online platforms to boost their personal brand presents opportunities for influencer marketing and long-term partnerships with big brands.
02
Influencer Marketing
Marketers are increasingly leveraging YouTube celebrities and social media influencers to get through to their target audiences.
03
Online Lifestyle Networks
The creation and expansion of online networks featuring various channels centering around beauty, fashion, wellness, DIY, food and human interest with collaborations with personalities such as Michelle Phan provides a space for influencers to share and monetize their content.
Industry implications
What the Crowdsourced Celebrity trend means for industry
Where the trend changes the playbookFor
Marketing
Influencers with engaged audiences present a disruptive innovation opportunity for advertisers to reach their target market.
For
Media
The success of celebrities and entrepreneurs on YouTube who are able to generate massive amounts of viewership signifies a shift in people's preference for digital media. This presents an opportunity for media companies to explore new ways of creating and distributing content.
For
Social Networks
With the expansion of online lifestyle networks such as ICON Network that adds channels beyond YouTube, other social networks can take advantage of their own niche popularity to build similar communities.
Workshop question
What is your brand's relationship to online influencers? If you were to shift your focus to leveraging them as a marketing tool, who would be a good fit and why?
Trend signals
Trend signals for Crowdsourced Celebrity
Trend score 3.5 out of 10, from popularity 58%, activity 39%, freshness 8%.
Popularity58%
Activity39%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Crowdsourced Celebrity trend
4 featured examples from Nov 18, 2014 to Jun 12, 2015CategoryPop Culture
YouTuber Lifestyle Networks
Beauty Guru Michelle Phan Launches ICON Network with Endemol Beyond
Disruptive innovation opportunity lies in creating online networks and platforms that focus on beauty, fashion, and lifestyle content.
CategoryTech
Visual Makeup Diaries
Blogger Akilah Hughes Uses Her Makeup Wipes as a Way of Documenting Her Day
Potential for beauty brands to collaborate with artists and bloggers to create limited edition makeup wipes with unique designs.
CategoryPop Culture
Adventurous Lifestyle Blogs
We Need To Live More by Ella Grace Denton is a Fast-Growing Community
The travel industry can partner with adventurous lifestyle bloggers to promote offbeat, exotic and adventurous destinations and promote them to younger travelers.
CategoryLifestyle
Pizza Personality Campaigns
This Jack & Jack YouTube Video Promotes Pizza Hut's Offerings
Food brands, such as Pizza Hut, can tap into influencer marketing to drive engagement and increase sales.
