On Wednesday, video advertising company Pixability released a new study that assesses beauty-related video content across digital platforms. In addition to finding that influencers far outpace brand-driven videos in engagement (and translating that engagement to sales), the report, titled "Digital Makeover: The Social Video Beauty Ecosystem," also concluded that digital video content will continue to be of utmost importance for beauty brands. "As one of the richest and most well-established ecosystems on YouTube, some might have expected the beauty space to plateau," the report stated. "Instead, beauty content on YouTube continues to diversify."
What's more, beauty content on YouTube has proven useful for reaching a certain demographic with whom other platforms have failed to connect. The audience for YouTube beauty videos is 75 percent female, with females between the ages of 13 and 24 accounting for almost half (47 percent, to be exact) of that. "That's a demographic that's becoming increasingly difficult to find on linear television or at the beauty counter," said the study. "YouTube can help beauty brands reach and engage these savvy digital natives."
The report also highlighted two top content categories on YouTube within the beauty realm: men's grooming and "mature beauty." As had been predicted in the company's 2015 report, these areas were "top emerging content categories" that experienced plenty of growth over the past year. Mature beauty content racked up 31 million monthly views on YouTube, while men's grooming surpassed 141 million monthly views.
Looking to the future, the study emphasized the continued importance of brand-influencer partnerships, noting that videos generated by beauty brands account for only 2.6 percent of the YouTube beauty conversation. "Creators have dominated this space, and that continues to be true, and what I think is interesting is that brands have lost their share of voice year-over-year," Jackie Swansburg Paulino, vice president of customer success at Pixability, told WWD in an interview. "This is not just because of the growth of the top creators, but YouTube is so accessible to everyone. Everyone can make a beauty tutorial and everyone sort of is, and brands need to pay to play to be part of that world," she said. Given this importance — and the hefty price tags popular beauty influencers like Michelle Phan, Rachel Levin and Bethany Mota command — the report also highlighted several "mid-tier" influencers who are up-and-comers in the field: ItsHeyMorgan, Tanya Cheban and Nicol Concilio (who have 341K, 189K and 214K subscribers, respectively).
We've said it before, we'll most definitely say it again: Never underestimate the power of the influencer.
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