Modern world, considerably affected by YouTube, changes the state of affairs: beauty vloggers and consumers become the content publishers, while beauty brands tend to rely on influencers and their beauty videos.

Well, let’s admit: we do enjoy YouTube. To consider the reasons of influencers’ success and obstacles beauty brands face we will try to look into the backstage of the beauty industry.


The impact of influencers

The success of so-called influencers or, in other words, popular beauty vloggers is hard to deny. According to beauty industry research, conducted by advertising company Pixability, 86% of the top 200 most-viewed beauty videos on YouTube, were filmed by bloggers, while only 14% by beauty brands.

Providing more figures, most popular influencers (to be sure, not everyone) make approximately $ 40,000, and this is only YouTube income source, and their videos attracted a total 22 million viewers, while in comparison brands got only one million. How can this shift in tendencies and bloggers’ boom can be explained?

The most reasonable explanation is in the accessibility of influencers. Conversely to celebrities, they engage with their audience, provide them a sense of involvement and demonstrate the similarities.

To illustrate, one of the most popular beauty vloggers Tanya Burr said: “I think the girls who watch my videos can relate to me as I’m not a traditional celebrity that seems unattainable. I’m still just a normal girl despite my large following.”


Beauty Brands Issues

This growing popularity of influencers can be a matter of concern for beauty brands and companies. Let’s face the stats.


Beauty Influencers On YouTube


Pixablity’s report stated that in April 2015 there were 215 brands, engaged in beauty content videos on YouTube, which received more than 586,812,159 likes. All this sounds great, however every medal has its reverse: 65% of first-page YouTube search results related to beauty industry are not composed by brands. What is more, during 2015, the amount of beauty content and the number of views on YouTube increased by 200 and 65 percent accordingly, however beauty companies “share of voice” conversely declined from 5 to 3 percent.

That is why, the necessity to cooperate with bloggers becomes more and more evident, however all brands employ their own techniques. Some brands are interested in celebrities, some in bloggers with 20 – 30 thousands of views – there is no a definite key to success.

The example of Loreal, however, is different: they addressed not to vloggers, but to powerful women who can serve as an example. They succeeded because of giving viewers a feel of being an important part of company’s development.

See? Loreal used the bloggers’ strategy, mentioned earlier: become closer to the audience and provide them a sense of engagement.


Working with celebrities

There is another issue for beauty brands: celebrities. The number of views, likes and comments is certainly impressive; however the majority of them is not so affordable.

What is more, many influencers are becoming more selective in choosing partners and source of advertising: their content and community is more precious than questionable beauty brands and products.

“Brands used to be interested in the biggest influencers,” said Jackie Swansburg Paulino Pixability representative. “Now, rather than who’s on top, they want to know what’s trending and who’s new. That impact is starting to become really important to brands.”


Current industry trends

We have already talked about main trends and changes in the beauty ecosystem, but what is actually about content and content trends?


Makeup Videos Dominate


Firstly, makeup videos do dominate. Among them classic tutorials, which increase product purchases and highlight educational aspect: this niche increased from 45% (of the beauty videos in total) to 68 percent.

The biggest growth, however, was demonstrated in the spheres of skincare and men’s grooming.  So, maybe, tutorials for men will become a usual practice and marketing strategy (traditionally targeted at women content consumption) would undergo further changes?

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