Vlogs are one of the fastest growing sources for brand discovery

An overview of brand and product discovery among Gen Z and Baby Boomer consumers.

Vlogs have emerged as a key channel for discovering new brands and products particularly among Baby Boomers, according to global data from GlobalWebIndex.

Between 2016 and 2020, the share of Baby Boomers (aged 57-64) who say they discover new brands and products through vlogs has increased by 47%. Updates from brands via social media saw the largest increase, though, rising 66% in the last four years.

In comparison, fewer Boomers are discovering new brands and products through magazine or newspaper ads, seeing the steepest drop of 27%. In-store product displays follow close behind, falling 25%.

A similar picture...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands