NEWSFLASH
Conveying beauty through language...
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BEAUTY ON YOUTUBE
Video is of paramount importance in the beauty industry and YouTube pretty much has a monopoly on the internet video scene. The video sharing behemoth has become a "lifestyle utility" with a record number of consumers roaming the vast sea of its video content for product recommendations, instructional guidance, and social engagement.
Beauty is a huge category on YouTube, garnering 700 million views per month, up from 300 million in 2010. Tutorials are the most popular format, with 39% of all views. Over 75 hours of beauty video are uploaded to YouTube daily.
Yet, a recent report by Pixability says that most leading beauty brands are missing out on the opportunities that Youtube presents. Only a handful knows how to incorporate Youtube into their web and commerce initiatives. And too many suffer from a "television" mentality, delivering content completely out of step with the digital audience.
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50% of all beauty shoppers watch a beauty video while shopping for beauty products
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In spite of massive ad budgets and the help of high-end creative agencies, big-name brands are being outsmarted by independent beauty personalities and vloggers who control 97% of conversations around beauty topics and related brands on YouTube. According to the study, a mere 3 percent of the 14.9 billion beauty-related video views on YouTube are generated by major brands.
What's more, top video blog channels have 10 times more videos than those of beauty brands, with vloggers publishing 7 times more frequently than brands. YouTube's top 25 beauty vloggers also receive on average 2,600% more comments on their made-for-YouTube content than beauty brand channels.
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