Comment: Gotta have the next generation suitably hooked on consumerism after all ...
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Bethany Mota/YouTube
Business Insider
Alex Halperin
Any discussion of Bethany Mota, 18, social media goddess and ascendant fashion icon, needs to begin with her metrics. Mota’s most popular YouTube channel has more than 4.8 million subscribers, more than Lady Gaga’s. As of this writing, upwards of 2.2 million souls follow her on Instagram, more than Vogue, Elle, Marie Claire, Glamour and Cosmopolitan combined. Her twitter following is a mere 1.15 million, not great but nothing to sneeze at.
Mota, who graduated from high school last year and still
lives with her parents in a quiet northern California city they’d prefer
remain confidential, is a haul video superstar. In this YouTube genre,
women — almost always women — go shopping and then discuss their latest
“hauls” for the camera.
It’s really as simple as that. No stylists, no editors, no
models stomping down the runway. Just a kid in her room with a pile of
shopping bags. In one recent video
that has racked up more than 600,000 views, Mota shows off a series of
blouses, hair accessories, and beauty products, as well as a sunflower
dress. “I love sunflowers,” she notes. “They’re one of my favorite
flowers.”
Subjected to this Warholian monologue over lunch, most of
us would probably ask for the check. But we’re not in the demo. Haul
stars like Mota have tapped into a market, and increasingly, established
fashion brands are taking notice.
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