Image source: Beauty blogger Michelle Phan on YouTube
A new study by video marketing company Pixability reveals how consumer views of beauty videos and beauty marketing on platforms such as YouTube are growing at an unprecedented rate - highlighting significant shifts that beauty brands and marketers should be aware of.
The beauty ecosystem on YouTube “experienced a 50% growth rate in views from January 2014 to April 2015” according to the Beauty on YouTube report, which studied 215 beauty brands, and videos from over 180,000 creators on the social video site, who post videos on topics such as skincare, hair, make-up, and perfume.
With 45.3 billion total beauty views and over 123 million beauty subscribers, YouTube is the leading global beauty consumption platform, and its popularity is growing. Compared to 2014, beauty brand mentions on YouTube are also up 53%.
The report shows that beauty creators own 80% of YouTube’s top performing beauty videos. Interestingly, beauty video content from brands is becoming more popular. The study found that “total monthly views of brand-produced content increased 78%, and views of brand-produced beauty content grew 35% faster than views of overall beauty content on YouTube from January 2014—April 2015”. These findings suggest that brands are already in a strong position to engage with consumers without having to tap into hot-property vloggers.
The study also revealed that emerging content categories hold critical growth opportunity for brands. In men’s grooming for example, the top ten channels on YouTube “collectively hold 5.4 million channel subscribers – 4.4% of YouTube’s 123 million beauty subscriberships.”
Similarly, the mature beauty market on YouTube is growing. “Monthly views of videos featuring beauty solutions for mature consumers over the age of 45 are growing 62% faster than YouTube’s overall beauty space.”
Videos that combine beauty with other lifestyle categories such as fashion, health and even comedy are also growing in popularity. Crossover beauty content earns 530% more views and 670% more shares on Facebook per video than beauty-only video content.