Not only has the Asian-American consumer segment surpassed non-Hispanic White consumers in educational and financial achievement, but they have also become the fastest growing ethnic population in the U.S. In just the last 15 years, the segment grew by nearly 200%. In addition, its buying power now exceeds $825 billion, and outpaces that of U.S. Latino and millennial populations.
Asian-American consumers over-index all racial and ethnic populations in having multimedia devices in their home. Over 50% of Asian-American households have a smartphone connected to the TV, and 48% of their households use multimedia devices, more than Hispanics, African-Americans and the overall population.
Since 90% of Asian-Americans use social media weekly, and nearly the same percentage use smartphones for viewing videos, integrating video content that can be shared across social platforms is a key tactic in tapping into the market.
Asian-American influencers, specifically, video bloggers, are avid on YouTube. They are creators of innovative storylines, shattering stereotypes promoted in Hollywood. Thus, leveraging the power of influencer marketing provides you with ample opportunity to deliver in-language and sub-segment cultural messaging.
Check out these five Asian-American YouTube influencers across Asian subcultures:
Kritika Khurana is a 24-year old Indian fashion and travel influencer and video blogger. She has nearly 100K subscribers to her YouTube channel “kritika khurana,” where she is primarily known as “That Boho Girl.” South Asian Indian Americans are the second largest Asian subgroup in the U.S., comprising 17% of this segment.
Chriselle Lim is a 32-year old Korean-American beauty and fashion influencer and video blogger. She has 750K subscribers to her YouTube channel, “Chriselle Lim.” Previously, she has collaborated with Dior, Gucci, Armani, and Versace.
Kelly Yang is a 26-year old Taiwanese fashion influencer and video blogger. She has over 400K subscribers to her YouTube channel, titled “TheKellyYang.” Her channel showcases makeup and hair styling tutorials, home deco demonstrations, and application of her favorite products from Sephora and Urban Outfitter.
Ryan Higa is a 27-year old Japanese influencer and video blogger. He has previously partnered with the computer manufacturing company, Lenovo. He leverages his comedic ability to create music and opinion videos, rants, and parodies, frequently collaborating with other influencers such as Sean Fujiyoshi. His YouTube channel, “nigahiga,” possesses over 20 million subscribers, and his second channel, HigaTV, has nearly 5 million subscribers.
Michelle Phan is a 30-year old Vietnamese beauty influencer and video blogger. Her channel, “Michelle Phan,” has nearly 9 million subscribers. She has previously partnered with Lancome as an influencer, and teamed up with L’Oreal to launch her own cosmetic line, Em.
Sources: AdWeek, Nielsen