Teens, YouTube and the rise of the micro-influencers

A recent survey by Google found that a staggering 70% of teenage YouTube audiences are more likely to be influenced by YouTubers than by traditional media celebrities - something to consider if your target audience is in the teenage bracket.
But why do teens prefer YouTubers to their favourite celebrities?
The obvious answer is relatability. Let’s take Kylie Jenner as an example. Yes, she’s an iconic figure in the eyes of impressionable teens, but is her lavish lifestyle something th