'Edgier' YouTubers proving more popular: A new era of social influencing?

Posted on: Friday 02 February 2018

New YouTuber popularity rankings provide an insight into what the younger generation now wants from online influencers.


Controversial vlogger Logan Paul has been named as the most popular YouTuber among young people in the UK.

This is according to a poll carried out by Childwise, which found that the US vlogger has knocked previous favourite YouTuber Zoella off the top spot in the popularity rankings among five to 16-year-olds.

So, does this signal a new era of social media influencing, with young people more likely to respond to riskier posts?

Simon Leggett, research director at Childwise, commented: "Zoella losing her top YouTuber slot to Logan Paul shows that we could be moving into a new era with a change in the kind of vloggers that are popular with children."

He explained that there seems to have been a shift away from more wholesome social influencers to "more edgy" vloggers.

While there has been some controversy around the actions of some of these edgier YouTubers, the findings do provide some interesting insights into young people's viewing behaviour. Brands may want to bear these in mind when deciding which influencers to work with in order to promote their products.

Related content

COP26: How are digital platforms tackling climate change?

Some of the biggest players in the digital advertising industry share how they're supporting COP26 and working to maintain momentum around sustainability...

Learn more

YouTube Festival x Digital Upfronts: 4 things we learnt

Catch up on our key takeouts from 2021's YouTube Festival, part of Digital Upfronts

Learn more
person sa at a computer

How is 2020 impacting online video ad spend?

Working with YouGov and our Video Steering Group, we take a closer look at what’s fuelling a rise in video ad spend this year

Learn more
Jonny-Protheroe

Turning Attention into Action

Learn more

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.