We’ve given our annual Beauty Study a dramatic makeover.
Beauty creators are extending their influence beyond YouTube, producing video content across Facebook, Instagram, Twitter, Snapchat, and Pinterest — and beauty audiences are following them there. It’s no longer enough for beauty brands to only advertise on YouTube — they must meet beauty audiences where, when, and how they consume beauty content across the social video ecosystem.
So this year, Pixability analyzed the cross-platform beauty landscape, revealing data and insights on leading and emerging brands, creators, content categories, and advertising opportunities. Pixability’s 2016 Beauty Study uncovers best practices that every beauty brand must take advantage of to build effective video ad campaigns. Here’s a snapshot of some of the new findings:
When is activity highest on each social video platform? Audiences are consuming beauty video content throughout the day, but on Facebook, Instagram, and Twitter, viewer impressions reach their peak around 9 p.m. ET, while activity on YouTube peaks around 3 p.m. and again at 10 p.m. ET. Know when impressions are highest on each platform, and tailor your campaign strategy accordingly.
Made-for-digital content garners much higher engagement rates than repurposed, 30 second TV spots. According to Pixability’s data, the optimum length for videos on YouTube is around 4 minutes. On YouTube, Tutorial videos generate the highest engagement rate, and claim 70% of views of the top 200 beauty videos (measured by total views).
Beauty marketers know that partnering with influential creators is key, but partnering with the beauty queens costs a premium. By working with rising, mid-tier beauty influencers, and by placing ads against their rapidly-growing channels, marketers can reach a highly engaged audience in a more cost-effective way. Here are this year’s top emerging beauty creators, ranked by subscriber growth year-over-year:
Armed with actionable insights from Pixability’s 2016 beauty study, beauty marketers will understand how to play to the advertising strengths of each social video platform, to dramatically makeover their video ad campaigns.
Download a snapshot of the 2016 Beauty Study now, and start running better beauty campaigns today. To get your copy of the full 2016 Beauty Study, connect with us to set up a meeting.