Report: For detailed reviews, turn to YouTube ‘micro-influencers’

As digital marketers partner with influencers across social media platforms, many are also embracing the rising video trend with YouTube creators.

However, not all YouTube creators are equal—and the size of one’s audience doesn’t necessarily dictate success.

Shorr Packaging analyzed more than 1,500 YouTube channels and more than 3,000 videos which either featured a YouTube influencer showing off a “haul” (discussing a group of products purchased in a single shopping spree) or “unboxing” (opening a package and reviewing its contents).

Shorr said that more than 1,000 of these types of videos are uploaded each week, with top YouTube creators amassing billions of views. Many of these views are racked up by large YouTube influencers showcasing their product hauls.

Clothing comprises the majority of haul videos (59 percent), far outpacing every other category. That’s followed by general discount merchandise (11 percent) and beauty and makeup products (9 percent).

Though clothing is the most popular category among YouTubers showcasing a product haul, brand mentions are widely split. Fashion Nova garnered eight percent of mentions, with Primark close behind at seven percent.