Just a decade ago, the term “social media influencer” was practically unheard of. Now, many of these internet sensations can be credited with driving billions of sales to companies across almost every category imaginable — including consumer tech.
As a brand, staying in the loop on what influencers are talking about is important because their viewership may look a lot like your target audience. As a retailer, these YouTube creators will help you stay on top of new products, how they work, and which ones will be in demand.
Let’s take a closer look at a few YouTube creators in the consumer electronics space. Subscribe to these channels, and you’ll be sure to stay in the loop.
As his username suggests, Michael Fisher’s main beat is mobile phone reviews, though viewers also get a taste of other gadgets such as laptops, smartwatches, and headphones. The affable Fisher doesn’t shy away from any brand or style of phone — he’s reviewed everything from iPhones and Androids to touchscreens and foldables. And not everything is new: Some of his best-performing videos take viewers back in time to the era of flip phones and QWERTY keyboards. While Samsung and Apple still dominate the market on a global scale, MrMobile’s videos prove that there is a lot of nostalgia tied to mobile phones that may be worth tapping into.
The 27-year-old has been creating videos since he was in high school and has made quite a name for himself in that 13-year-span. Brownlee is not just another online gadget reviewer; his channel started with hardware tutorials and freeware videos, and later blossomed into product reviews and interviews with high-level executives and politicians. Some of his past interviewees include Barack Obama, Mark Zuckerberg, and Bill Gates. He even made an appearance in the 2016 Democratic presidential primary debates, where he wasn’t afraid to ask hard questions about privacy and national security as they relate to tech companies.
TechMe0ut got her start on YouTube after recognizing a major gap in technology tutorials on the platform. Though tech-savvy herself, she noticed many of the videos she was coming across were geared toward those with a higher skill set. She set out to create more content for beginners who wanted to learn more about all the features on their iPhones and Androids. These smartphone “tips and tricks” have become a cornerstone of her channel, which also features reviews, gift guides, giveaways, and more.
Justine Ezarik has one of the most varied tech channels on YouTube, with everything from product reviews to video game streams to what she refers to as “failed cooking attempts.” In addition to poking fun at herself, Ezarik also cracks jokes about politics and the controversy around 5G. Product reviews and blogs make up the bulk of her content, but she’s also been spotted behind the wheel of a few luxury vehicles, and test drives electric bikes and drones. Ezarik was also a digital anchor at CES 2021, where she captured her experience in a behind-the-scenes vlog for her subscribers. Ezarik’s videos are as informative as they are humorous.
Jessica is the Chief Digital Editor for CT Lab Global Media, the North American platform for IFA Berlin.