The Gen Z audience, defined as those born after about 1996, gravitates to the kind of irreverent self-made YouTube stars embodied by Liza Koshy, a comedian with 1.6 billion views, who produces short content for social media platforms. Reaching this audience is a challenge since it values DIY stars as much or more than professionals and moves among platforms and apps with ease. Two years after she first appeared on YouTube, Koshy has been featured in Vogue’s 73 Questions (which she recently parodied) and advertisers are chasing her. Continue reading Why Marketers Are Pursuing Gen Z YouTube Star Liza Koshy