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How YouTube Has Drastically Changed The Beauty Industry

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How YouTube Has Drastically Changed The Beauty Industry

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This link to a website explains how YouTube users are addicted with beauty, it tell drastically the number of beauty related videos view has increased with in a year from 55 million to 88 million

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YouTube is continuing to emerge as the dominant source of referral traffic for major cosmetic brands. Marketers of cosmetics can no longer simply rely on the Photoshopped models of billboards, lifestyle magazines, and urban murals to secure market share. The vast, constantly expanding world of beauty-centered content has been thriving in YouTube for years now, with literally billions of beauty-focused videos uploaded to the social site. Getting in on the YouTube action is a marketing mandatory.

Here are 3 reasons Beauty Industry leaders pay full attention to YouTube (and why you'd better start paying attention, too!):

1. YouTube Users Are Obsessed with Beauty

In 2017 there were 88 billion beauty-related video views on YouTube, growing from "only" 55 billion in 2016, according to Statista. Every month YouTube registers more than 700 million views of beauty-related content. Like cat videos, YouTube beauty videos aren't going anywhere.

Your future customers are engaged with YouTube and the big beauty brands do not own this space. Their videos represent only 3 percent of total views. Individual "vloggers" control a stunning 97 percent of all beauty topic videos.

The level of attention and celebrity these vloggers are gaining is staggering. Some of the most popular beauty vloggers have upwards of 100 million subscribers, replete with talent agents and branded beauty product lines.

The demand for beauty related videos on YouTube is real, or as a beauty maven might put it, "like, literally really real." Create videos for your beauty products and get them on YouTube asap!

2. Cosmetics Customers Crave Benefits, Not Fantasies

The Devil may wear Prada skirts and rock Urban Decay lipstick, but on YouTube no one cares. Cosmetics customers are not looking to project themselves onto 30-second lifestyle fantasies concocted by the heirs of Don Draper and his Mad Men brethren, according to Pixability.

Customers want longer-format content that discusses what's new and what's trending. They want to know how to achieve different looks, coordinate outfits creatively, and look good from desk to date. And they're more inclined to purchase products presented to them by independent vloggers.

The vloggers are the new gatekeepers. You can't just directly post your own content. You must engage with the vloggers. Getting them to review new product lines and mention your cosmetics as they discuss all things beauty is key to connecting with customers. This is a world where touting your international brand name could hurt you.

Meredith Foster, one of the most prominent YouTube beauty vlogger powerhouses, has 4.8 million subscribers, 2.3 million Instagram followers, and 1.3 million Twitter followers. Although her reach is primarily centered around YouTube, vloggers like Meredith have a reach combined with personability that more mainstay brands simply can't replicate.

Beauty vloggers like Meredith can easily generate six figure earnings every year, and even more. This is more evidence that when a YouTube vlogger with that much clout recommends a product, their subscribers listen.

3. L'Oréal Is Cashing In (Yes, So Can You!)

Have you heard of L'Oréal Paris? Yeah, thought you might have. Well, they've been leading the way in getting products featured in YouTube videos, according to Cosmetics Design, This is no small task. Pixability reports less than 25 percent of all beauty related YouTube videos even mention a brand name cosmetic.

L'Oréal achieved success by gifting its products to top beauty vloggers and by placing ads within their videos. This allows it to drive traffic to its many labels' websites. You can do the same. Connect with top vloggers, such as Michelle Phan and Dulce Tejeda, get them talking about your products, and then place ads within their videos that connect to your website(s). You don't need to drop millions on Manhattan billboards and the coveted back cover of Vogue. You can compete with the biggest cosmetic brands effectively and efficiently. Digital Surgeons has pioneered digital marketing. We hit the full-spectrum, from YouTube to beyond.

Peruse some of our case studies (we think you might especially enjoy how Xomad is bringing influencer marketing to new heights) and see how Digital Surgeons places its clients at the forefront of digital marketing.

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YouTube Has Drastically Changed The Beauty Industry

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YouTube is continuing to emerge as the dominant source of referral traffic for major cosmetic brands. Marketers of cosmetics can no longer simply rely on the Photoshopped models of billboards, lifestyle magazines, and urban murals to secure market share.

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This video tells about how 2017 was the year of beauty tech, and why now viewers have started falling more towards beauty

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The website talks about how huge beauty is on YouTube and how beauty vloggers are crushing the big beauty brands by doing hauls and reviewing the brands

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The beauty industry is a vibrant, exciting and thriving vertical on YouTube but it isn't the big name brands that consumers are turning to when it comes to product recommendations, how-to instructions or social engagement. A new report from Pixability " Beauty on YouTube: How YouTube is Radically Transforming the Beauty Industry and What That Means for Brands", confirms that the major brands have only generated 3% of the 14.9 billion beauty-related video views on YouTube. Legacy brands are in trouble and being left way behind when it comes to consumer engagement.

Pixability identified and analyzed 168 major beauty brands and 45,000 YouTube beauty-focused personalities to understand how they create, manage and socialize more than 877,000 videos pertaining to skin and hair care, cosmetics and nails. The report highlights the staggering differences between the video content being created by brands and by non-branded video content. Only a few big brands have an effective YouTube strategy and are incorporating video marketing into their online campaigns, even fewer are harnessing the power of earned media and reaching out to collaborate with YouTube personalities with millions of followers. Let's take a look at some of the key takeaways of this ground-breaking report:

The Beauty Industry on YouTube: Key Takeaways

Just 3% of views generated on YouTube against beauty-related content is for branded content.

There are 45,000 non-brand-affiliated YouTube channels specializing in beauty topics.

YouTube vloggers, "haul girls", and other beauty content creators control 97% of conversations around beauty and brands on YouTube.

YouTube's top beauty vloggers have 10x more videos on their channels than beauty brands.

Top beauty vloggers publish new YouTube content 7x more frequently than beauty brands.
If 97.5% of keyword searches return non-branded content, the viewer is going to click on a non-branded video result!
Beauty brands continue to ignore YouTube's popular long-format beauty tutorials and tentpole events, and overinvest in publishing less popular commercials.

Just How Big is Beauty on YouTube? Oh, it's HUGE

To put some of the report's findings into context, we need to understand how big the beauty vertical is on YouTube. In just 3 years, beauty-related videos (branded and non-branded) have increased from 300 million to 700 million views per month. In total, YouTube has 14.9 billion beauty-related video views and 75+ hours of new beauty-related content is uploaded to YouTube on a daily basis.

Hey Brands - Wake Up!

Multi-national, multi-billion dollar cosmetic companies are being trounced on YouTube by teenage girls producing video content in their bedrooms. Vloggers, haul girls, and other beauty content creators control 97% of the buzz and conversation around beauty topics on YouTube. That means that only 3% of YouTube's 14.9 billion beauty-related video views are being generated by brand-led, and brand-controlled, content. Pixability also found that beauty brands only showed up 2.5% of the time in YouTube search results for popular beauty keywords.

A big marketing budget doesn't necessarily translate into big views or engagement. Smaller brands and independent creators who understand YouTube, consistently outperform bigger brands.

Brands like NYX are harnessing user-generated content through a structured and enthusiastic outreach program and almost all of its 380 million views are organically generated via this method.
Why should this matter to brands? Because 45,000 YouTube beauty vloggers are controlling the future of your brand and your products from their iPhones and their bedrooms.
Dove related content has attracted around 237 million views on YouTube, but most are on its official brand-owned channels, and are primarily (70%+) the result of paid ads.

A mix of branded content and views, and user-generated content and views is not only a more cost effective way of spending a marketing budget, it's also really the only way to reach your target audience. Younger viewers of YouTube have little or no brand loyalty. However, they are loyal to channels that teach them and reward with with engaging content. Big brands can't buy loyal viewers, just because they are a household name.

Beauty Brands are singularly failing to leverage YouTube as a marketing channel and are significantly missing out on potential consumers. Brand loyalty is ebbing away as viewers search for more relevant, exciting content from other sources.

How Vloggers are Crushing the Big Beauty Brands

Reviews, "haul" videos, how-tos and vlogging accounts for 97% of beauty-related views on YouTube. 97%. The top 25 beauty vloggers on the site possess 115x more subscribers and receive 2600% more comments on average than the big beauty brand channels.

The overwhelming majority of beauty-related video content on YouTube is user-generated content (UGC). Those vloggers have an independent, and influential voice, and consumers are listening to them because they are providing content they want to watch. They aren't selling a product, they are showing us how to use it, and that's what viewers want. Just look at the demand for "makeup tutorial" videos over the years:

Brands are still "selling" on YouTube when all feedback is indicating that consumers will purchase, but they need to buy in to the product first.

Who is Watching Beauty Videos - and When?

YouTube's female viewers were found to watch the following percentage of style and fashion content:

In 2013, US adults consumed 5 hours and 16 minutes of online media per day, so in the 25-34 year old demographic, fashion and beauty content is a huge draw. But brands shouldn't pat themselves on the back too soon. The figures above have shown that consumers are watching reviews and how-to's rather than video ads.
Beauty brands need to consistently create a wider variety of YouTube content - and much more of it.
If more proof be needed, check out the following infographic that shows the sharp spike in instructional beauty videos throughout the day on YouTube. Huge fluctuations in the morning (when women are getting ready for work), at lunch time (when fixing make-up) and again in the evening (before going out).

Beauty tutorials are providing real time benefit - brands, take notice!

YouTube Best Practices for Beauty Brands

In addition to receiving views from their own brand channels, the best-performing beauty brands are earning extra views by engaging with YouTube's 45,000-strong beauty vlogger community.

These brands realize that a "television mentality" doesn't work on YouTube. You cannot "dump" commercial content on YouTube and expect viewers to respond positively just because it's a big name. If brands continue to deliver content that's out of step with their audience, they will miss out on the unlimited opportunity to build engagement and awareness. YouTube's top 25 beauty vloggers receive 2600% more comments on their made-for-YouTube content on average than beauty brand channels' content.

You can find out more about Pixability's incredibly detailed report in their accompanying video:

Report Methodology

YouTube-certified data scientists used Pixability's big data YouTube software to collect, validate, and analyze beauty-related information from YouTube, Facebook, Twitter and other social media sources. Pixability's software then authenticated and cleansed the candidate data sets of videos, channels, and associated metadata to identify more than 877,000 hair care, skin care, makeup, and nail videos on YouTube. No sampling, estimates, regressions or projections were used. The complete methodology is included in the full report.

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YouTube & the Beauty Industry: Brands are Getting Crushed

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The beauty industry is a vibrant, exciting and thriving vertical on YouTube but it isn't the big name brands that consumers are turning to when it comes to product recommendations, how-to instructions or social engagement.

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The graph shows how fast in years the amount of views on makeup and beauty tutorials have increased.

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Shows YouTube's ecosystem and shows how much more views are there for beauty related videos compared to other videos, it shows how much the beauty guru's have impact on the viewers.

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This shows how and where viewers look for beauty related videos, and about how much time they spend on beauty videos.And how viewers can get influences by the videos and end buying the products featured in the videos.

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Shows which country spends most on makeup, how tutorials a average person watches on YouTube and shows all the popular beauty gurus and vloggers and how they change the impact of beauty in our life.

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From expensive brushes to fingertips, luxury mascara to budget-friendly concealers - make-up lovers all have their own tips and tricks.

Millions watch YouTube beauty tutorials every day. Watching vloggers empty out bags after their latest shopping haul, expertly applying eyeliner or chatting about trends has become a favourite pastime.

So, BBC News asks, how much do we spend on make-up and how do YouTube stars influence what we buy?

1. Which country spends most on make-up?

In 2017, global sales of (colour) cosmetics reached £34bn ($45.5bn). That includes anything from blushers and bronzers to face powders and lipsticks.

Looking good is big business.

Market analysts Mintel estimate that sales will increase by 6% in 2018, with the US predicted to spend the most on make-up at £9bn ($12.1bn).

Japan and South Korea also feature in the top five. The two countries' cosmetics markets are valued at an estimated £4.8bn ($6.4bn) and £1.6bn ($2.2bn).

J-Beauty and K-beauty, the two countries' beauty industries, are responsible for bringing new, innovative products to the market, from snail-extract creams to sheet masks.

2. How many YouTube tutorials do we watch?

So far in 2018, people have watched (on average) more than a million beauty videos on YouTube every day.

Cosmetics companies are teaming up with YouTubers in an attempt to reach younger consumers.

Sending sample products to vloggers, buying advertising in fan-favourite tutorials and using YouTube stars as brand ambassadors are tactics used by beauty brands to get their products noticed.

L'Oreal Paris recently featured YouTubers such as Rosie Bea and Jennie Jenkins in a campaign for its True Match foundation.

MAC Cosmetics has also signed up Patrick Starrr, with more than 3.8 million YouTube subscribers, to launch five make-up collections.

Image Copyright PatrickStarrr PatrickStarrrReport

If YouTubers receive payment or free products in exchange for a post, they must inform the platform when they upload the video. In the US, any paid partnership must also be explicitly labelled as an "ad" or as "sponsored".

In the UK, the Committee of Advertising Practice says that product placement in a make-up tutorial should be flagged in text on the screen, or by the vlogger explaining they've been paid to talk about a certain item.

Instagram influencers are also obliged to tag business partners in posts or stories they might have been paid for, or that feature product placement.

3. Who are the most popular beauty vloggers?

The world's most popular beauty vlogger is Yuya, a 25-year-old Mexican beauty expert with more than 21 million subscribers.

UK-based Zoella is the world's second most popular beauty vlogger, with 12 million fans subscribed to her YouTube channel.

With magazine covers, bespoke beauty ranges and book deals to their names - it seems that beauty influencers' influence is on the up.

4. Who buys the most make-up?

Young women aged 16-24 were the most likely to have bought face make-up in the past year in the United Kingdom, Germany, France, Italy and Spain.

Of young Italian women surveyed by Mintel, 95% had purchased face make-up, and concealer was the most popular product.

Customers hand over their money for the latest beauty buys from a young age.

According to the Office for National Statistics, seven- to nine-year-old girls in the UK spend on average 20p a week on cosmetics and toiletries, rising to £1.70 for girls aged 13 to 15. However, boys of all age ranges spend less than 10p per week on these items.

5. Biggest brands

With more than ever being spent on beauty products, big brands battle it out to grab potential customers' attention.

In 2017, the world's most valuable cosmetics brand was L'Oreal, with sales of £21.4bn ($28.6bn).

This was followed by Unilever, Procter & Gamble, and Estee Lauder - companies that own make-up brands such as Bobbi Brown and Clinique.

The L'Oreal Group is now the largest cosmetics company in the world, having acquired brands such as Nyx Cosmetics and Urban Decay. Their liquid lipsticks and eye-shadow palettes are the feature of many YouTube tutorials and Instagram snaps.

6. Most popular products

In Great Britain, the most popular colour cosmetics are face make-up products.

Most spending on beauty in the past year went on foundation, concealers and powders, according to market researcher Kantar Worldpanel.

Make-up primers and highlighters, used to accentuate features such as cheekbones, are growing in popularity as young women pick up tips from their favourite YouTubers.

Charlotte Libby, global colour cosmetics analyst at Mintel, says: "The growth in the number of tutorial videos available has created a generation of make-up users who are confident and experimental with make-up.

"Young women have embraced new products, and are confident bringing them into their product repertoire; contouring, baking and strobing are all professional make-up techniques which have made their way into the consumer market thanks to YouTube tutorials."

Growing up with vloggers and photo filters, young make-up enthusiasts are looking to create a selfie-ready look at home.

However, it seems that customers still value going to the shops and trying out new products for themselves. In the year to 8 April 2018, just 20.8% of spending on cosmetics in the UK was online.

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Is YouTube changing the way people look?

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From expensive brushes to fingertips, luxury mascara to budget-friendly concealers - make-up lovers all have their own tips and tricks. Millions watch YouTube beauty tutorials every day. Watching vloggers empty out bags after their latest shopping haul, expertly applying eyeliner or chatting about trends has become a favourite pastime.

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This video shows how youth is being pressured by media asking them to lose weight, as if you want to look pretty you have to be thin.
If you are fat your are sad, alone and poor but if you are thin then you are rich, happy.

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https://www.bbc.com/news/business-43966384
https://tubularinsights.com/youtube-beauty-industry/
https://www.pixability.com/recent-press-releases/study-beauty-industry-youtube-2014/
https://www.youtube.com/watch?v=MAjf1_e8S2g

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YouTube Has made us realize and has stopped the stereotypes that beauty can be in any color being fair isn't only beauty, beauty can be in yellow, red, or dark skin tones as well.Its also shows how women are victimized more compared to men.
Its shows how platforms like YouTube has given women of colour a voice to dictate they own stories.

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Here's the reflection based on my research.