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Last year, Pixability published Beauty on YouTube: How YouTube is Radically Transforming the Beauty Industry and What That Means for Brands. The findings contained in Pixability’s 2014 Beauty on YouTube study became a call to action for many of the world’s leading beauty brands, who were surprised to discover that independent beauty content creators on YouTube were far more successful at attracting an audience, engaging subscribers, and owning the conversation around branded products on YouTube than they were.Over the past 12 months, a variety of global beauty brands have worked to increase audience engagement on their official YouTube channels, identify and partner with leading content creators, and improve their videos’ overall performance on YouTube. Their investment in YouTube is paying off. Viewership of brand-produced beauty content on YouTube grew 35% faster than the overall beauty industry from January 2014—April 2015 partly because of a strategic blend of paid advertising campaigns, critical organic optimizations, and content creator sponsorships. Our latest beauty study analyzes the success of 182,621 beauty creators and 215 brands making YouTube videos about makeup, skincare, hair, nails, perfume, and other beauty categories. Yes, the study is 64 pages long. But it’s worth reading. The 2015 beauty study contains a deep dive into:
Discover highlights from the study below, or click here to download the study for free in its entirety. |
NEWSFLASH: beauty creators continue to dominate, but YouTube’s beauty A-list is changing
Over the past few months, quite a few of YouTube’s original beauty queens have been dethroned by up-and-coming rising beauty stars. Michelle Phan, one of the pioneers of YouTube beauty, has been producing beauty videos for eight years and holds YouTube’s highest number of lifetime beauty views with nearly 1.2 billion views.
However, her channel views have recently declined to a 3-year low of 15 million views per month. Compare that performance to that of second-generation beauty creators such as MyLifeAsEva and maybabytumbler who have grown their channel subscriber bases 1,982% and 960% respectively between January 2014 through April 2015, and you’ll start to see why even the Wall Street Journal picked up the story. Beauty creator Macbarbie07 (Bethany Mota) already has 8.7 million subscribers (compared to Phan’s 7.7 million) and consistently earns upwards of 25 million monthly views.
While brands are by and large slowly improving their YouTube content strategies, there is still work to be done. To access more insights from our brand-new study: