A Study on Impact of YouTube and Instagram marketing on Customer Behaviour

The tremendous growth in number of people using social media has confronted us with a new reality. And in this, the two most popular are YouTube and Instagram. The content being deconstructed by YouTube reviewers is being consumed by the influencer audiences of FBEs users. The paper focuses on the problem of the influence of YouTube and Instagram influencers on consumer behaviour. This research used a quantitative survey research method of a sample size of 160 social media users Results 2.1 Sample A total of 160 people responded to an online questionnaire. Survey results indicated that Instabloggers and YouTubers seemed quite trustworthy, and that they are trusted by consumers. They also influence consumers through positive reviews on YouTube or images that appear on Instagram and convinces them to make the purchase. The research results indicative that recruiting influencers to cooperate with brands is a new attractive marketing tool, mainly, for its efficacy in reaching the social media ensnared youth, the prime consumers of the solution daily. Working with influencers can lead to acquiring new customers, driving positive word of mouth for new offerings and boosting sales.