YouTube is one of the most accessible platforms, promoting creativity and originality. Some of the most well-known influencers in the world started their careers humbly by uploading videos to YouTube, and they continue to excel as public figures in the same way.
YouTube is also an important cornerstone of the creator economy. The average cost paid to influencers per post for YouTube videos in 2022 was $2,102, which ranked behind higher-cost platforms Twitch, Instagram Stories, and TikTok, according to our 2023 State of Influencer Earnings report.
This represents a great opportunity for marketers. While video platforms are among the highest-cost platforms for hiring influencers, YouTube trails the others in cost. Also, consider the value of a YouTube video. An effective influencer partnership can produce a high-value YouTube video that is much longer and has a longer shelf life than a simple Instagram Story or TikTok video.
YouTube is home to many audiences, from sports fans to artists to world travelers. Here are some of the most important YouTube influencer categories.
Most popular YouTube influencer categories
Here are some of the YouTube influencer categories that have gained immense popularity.
Gaming
Gaming is one of the most popular types of content on YouTube, with 100 billion hours of gaming content viewed on YouTube in 2020.
Among the top gamers on YouTube are Jacksepticeye (30.7M subscribers), Markiplier (36.7M subscribers), DanTDM (28.7M subscribers), and VanossGaming (25.9M subscribers).
Some of the most recognizable influencers in the world got their start in gaming content, or continue to feature gaming content. MrBeast, who has the most-subscribed YouTube channel in the world with 272M subscribers, got his start by creating gaming content. He developed his online personality and platform by playing Call of Duty and Minecraft.
Another YouTube superstar Felix Kjellberg, known on YouTube as Pewdiepie, started by creating gaming content. Felix is now among the most-subscribed YouTubers in history with 111M subscribers. He began his channel featuring gaming content, playing Minecraft and other titles. He’s become known for reaction content and videos featuring his personal life in recent years.
Travel
A YouTube video can take you anywhere in the world, as influencers take viewers through their travel experiences in popular or far-flung places. Some incredible travel content is published every day on YouTube.
Drew Binsky has been to every country in the world and continues to share his experiences and travel tips with 4.26M subscribers. Mark Wiens is a foodie on a mission to try food from anywhere in the world. His videos teach viewers about new places through the lens of their cuisine. Mark has 10.6M subscribers. Another top travel creator, Lost LeBlanc, is a digital nomad who quit his job to travel the world and make videos of his experiences. His adventures include building a villa in Bali and exploring the other sides of Ibiza.
Technology
When deciding between competing products for your next big tech upgrade, YouTube is often the best place to go.
Marques Brownlee is one of the biggest names on YouTube in general and in the technology space. The 30-year-old tech reviewer has nearly 19M subscribers on his main channel, on which he gives his informed takes on new products. The level of his influence is epitomized by the impact his bad review had on sales and public perception of Humane’s product, Ai Pin, a wearable communication and recording device. The review made waves, starting conversations about the responsibility of reviewers and their impact.
Another top tech influencer is Arun Rupesh Maini, known on YouTube as Mrwhosetheboss. Mrwhosetheboss is a high-energy tech enthusiast who reviews the latest products and creates fun videos that show the capabilities of all kinds of technology, including the most unbreakable or minimalist products ever. His creativity combined with product expertise has attracted more than 18.8M subscribers.
iJustine is also among the best tech YouTubers. She takes subscribers through her experiences with products, and anticipates the newest tech releases with reviews. She compares products and features her favorite gadgets in video drops every Tuesday. Justine interviewed some top tech CEOs, including Apple’s Tim Cook and YouTube’s Neil Mohan.
Kids
YouTube is a seemingly endless source of entertainment for children. In 2023, kids watched an average of 84 minutes of YouTube per day, according to Statista. The platform is clearly an excellent tool for reaching kids and parents from a marketer’s perspective.
Vlad and Niki (119M subscribers) and Like Nastya (116M) are kids’ channels which are among the most-subscribed YouTube channels in the world. They each feature the adventures of Russian-American kids. Ryan’s World, with 37.1M subscribers, features the adventures of 12-year-old Ryan.
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