So what's going on in the beauty industry? First some stats.
According to Pixibility,
"YouTube’s beauty community focuses on providing “on-demand” benefits to the user in the form of helpful “how-to” videos and educational videos featuring new looks, products, and trends. Viewers searching YouTube for “smoky eye tutorial” are not looking for 30-second eyeliner commercials; they desire longer-format content to show them how to create a specific look in real time during key periods of their day."
"YouTube is radically transforming how consumers discover, use, and purchase beauty products—and how beauty brands market online. YouTube is the world’s second-largest search engine, and it is the leading online video consumption platform for beauty content, with 75+ hours of beauty-related videos uploaded to YouTube daily."
"Popular YouTube beauty content delivery styles and personalities include: • “How-to,” “DIY (do-it-yourself),” and “tutorial” videos demonstrating how to create a specific celebrity look or trending style. • Reviews focusing on branded beauty products and their performance. • “Haul videos” featuring and comparing multiple branded products (often 5+) within a single video. • “Haul girls” discussing recent beauty purchases from their bedrooms; typically teenage females with millions of channel subscribers who operate independent to specific beauty brands. • Beauty “vloggers” produce and publish non-brandaffiliated beauty videos to private YouTube channels."
"Beauty brands own a surprisingly small share of voice on YouTube • Beauty brands control only 3% of YouTube’s 14.9 billion beauty-related video views. • YouTube vloggers, haul girls, and other beauty content creators control 97% of conversations around beauty and brands on YouTube. • Top beauty brands partner with key YouTube content creators in addition to running YouTube advertising campaigns to increase their YouTube brand footprint through organic views and user-generated content."
"Interest in the beauty category on YouTube is accelerating rapidly • In 2010, beauty-related content on YouTube averaged 300 million views per month. • In 2013, beauty-related content on YouTube grew to more than 700 million views per month. • 27,000 beauty videos were published to YouTube in January 2013 alone. • Major beauty brands are allocating an increasing percentage of their marketing budgets to YouTube as online audiences and sales continue to grow."
All of these videos listed above are the leading voice in online marketing. Whether they are technically right or not they have the most visibility.
Guess what stylist? YOU ARE A BRAND.
Pixility goes on to share....
"BEAUTY BRANDS CONTROL ONLY 3% OF YOUTUBE’S 14.9 BILLION BEAUTY VIEWS Individual beauty brands possess a very small share of YouTube’s overall beauty space. • There are currently over 14.9 billion beauty-related views on YouTube. (Figure 4) • Only 511 million, or 3% of those total views, belong to major beauty brands. • YouTube vloggers, haul girls, and other beauty content creators control 97% of conversations around beauty topics and brands on YouTube."
"45,000 YOUTUBE BEAUTY VLOGGERS ARE CONTROLLING THE FUTURE OF YOUR
BRAND FROM THEIR BEDROOMS"
That's your internet sensations, bathroom beauticians, DIY, and vloggers with not professional background in the industry other than being a customer.
YouTube isn't killing your business, your inability or desire to evolve is.
That's why I have created a easy course to help you understand and get started creating your online brand that converts views and likes to sales and loyalty.
Tammy Golden
The Beauty CEO
www.thebeautyceo.com
