Bibi's Beauty Palace again in front with the children
The International Central Institute for Youth and Educational Television (IZI) asked children between the ages of six and 13 about their favorite influencers. As in previous years, Bibis Beauty Palace (Bianca Classen) is far ahead among girls. Among boys, Julien Bam (comedy and music) is the most popular influencer, ahead of Gamer Gronkh.
Highly popular with children and teenagers: Bianca Classen aka Bibis Beauty Palace (Photo: Instagram; @bibisbeautypalace).
Influencers are the new heroes of children and young people. In September and October 2019, IZI surveyed 847 representatively selected 6- to 13-year-olds to find out who their favorites are on YouTube and Instagram.
Every second child has a favorite YouTuber
The world of influencers begins for some children as early as six to seven years old, and one in five children at this age can spontaneously name a YouTuber or Instagrammer. Among 8- to 9-year-olds, one in three children already has an influencer as a favorite, and among 10- to 11-year-olds, seven out of ten.
Clear differences between girls and boys
The most mentioned names are, as in the two years before, Bianca Classen, followed by Julien Bam, Dagi Bee, Gronkh and the twin pairs Lisa & Lena and Die Lochis.
There are clear gender differences in the choice of favorite influencers.
|
|
Girls |
Boys |
|
1. |
BibisBeautyPalace (13%) |
Julien Bam (6.5%) |
|
2. |
Dagi Bee (6.5%) |
Gronkh (5.8%) |
|
3. |
Lisa & Lena (5.3%) |
TheLochis (3.8%) |
|
4. |
Shirin David (3.4%) |
LeFloid (2.5%) |
|
5. |
Miley's World (1.9%) |
Manuel Neuer (2.1%) |
Girls choose girls and young women, boys choose men. Accordingly, Bibi is the favorite female YouTuber for 13 percent of all girls, but only for 0.2 percent of boys, and Julien Bam is the favorite for 6.5 percent of all boys, but only 0.7 percent of girls.
The phenomenon Bibi's Beauty Palace
Bibi, who is now married and has a child, represents the special nature of the "influencer" phenomenon. Her fans follow the ever-changing videos she posts from her everyday life - including, of course, the respective commercials and product advertisements. She is perceived by girls as funny and nice. Bibi implicitly shows that it's okay to make mistakes, to approach things naively from time to time, and that it's still possible to be successful in life and in a partnership.
What girls usually do not realize: As already clearly highlighted in media analyses (see Prommer & Linke, 2019), the women who are able to finance themselves as influencers focus primarily on topics such as everyday life, shopping, makeup or assert themselves as singers in terms of content, while the men are able to cover a broader spectrum from music and comedy to gaming, politics and football. According to the study authors, these are gender images that contribute to everything but gender equality.
