As the second biggest search engine on the internet, with almost a fifth of internet traffic flowing through the platform at any one time, major beauty brands are yet to fully embrace YouTube and are responsible for just 5% of YouTube’s 19 billion beauty views. Vloggers, haul girls, and other beauty content creators meanwhile control an incredible 95% of YouTube conversations around beauty.
In this article, Rupa Ganatra, Director of Millennial 20/20, talks us through the emerging influencers on Youtube and gives us insight into who really controls the conversation on beauty.
Digitally savvy millennial consumers, empowered by technology and constant connectivity, are redefining relationships within the £40 billion beauty industry. Seeking a two-way dialogue, engaged communities and access to authentic content, has led to the rise in of influential beauty vloggers such as Zoella and Tanya Burr, who have taken YouTube by storm with their make-up and style tutorials garnering tens of millions of views per month. In addition to earning tens of thousands of pounds for product placements in their videos, they have gone on to create hugely successful product ranges.
So how have these influencers been able to become so relevant in the beauty industry in such a short space of time?
1. Authentic & Informative Content
Many of the world’s beauty vloggers have grown their influence online through their make-up and style tutorials. These tutorials are driving higher product purchases than traditional marketing channels, highlighting the increasing importance of educational content to support product purchases in this industry.
Brands such as MAC, Sephora and Bobbi Brown are leading the way and have collaborated with YouTube talent to drive influence. For example, Bobbi Brown’s YouTube channel launched in 2014 to specifically target the millennial consumer with shows such as Make Up and Go, exposing make-up routines of different beauty gurus as well as hosting tutorials and makeover shows.
2. Influencers That Consumers Can Relate To
Today’s consumer relates more to beauty influencers than traditional celebrities. Many influencers started their YouTube videos from their own bedrooms and their audience feel that they can relate.
When asked why she believes she has been able to build such a strong following on YouTube, Tanya Burr said, “I think the girls who watch my videos can relate to me as I’m not a traditional celebrity that seems unattainable. I’m still just a normal girl despite my large following.”
3. Powering of Online Communities with Two-Way Dialogue
YouTube influencers have been successfully building online communities with a two-way dialogue with their followers. In the world of YouTube, influencers and consumers have effectively become the content publishers.
YouTube vloggers have a unique opportunity to create products for and with their communities in mind. When US vlogger Michelle Phan, who has an impressive 8 million followers, launched Em Cosmetics with L’Oreal, she used feedback from her own community to create the line of 250 products.
The rise of the YouTube influencers has led to the rise of the empowered consumer, where both hold more power than ever before.
For more information, please visit www.millennial20-20.com.
The Red Tree is the UK’s leading international beauty brand consultancy and a powerhouse of ideas, insight and inspiration. For an informal discussion on how we might help you, please contact us.
Middle East Beauty Hub
Explore our series of articles uncovering the intersection of tradition, innovation, and regulation within the nuanced Middle Eastern beauty markets.
Female Founders: The Lip Gloss Gap
Our series of articles highlighting how the UK beauty industry plays a vital part in closing the female fundraising gap.
New to the beauty industry? Our Founder Hub series brings together an array of articles covering topics from the costs of starting a new brand, to our recommended branding agencies.
Meet The Team
Get to know each of The Red Tree team members with our interview series. From our favourite campaigns to tips on how to enter the beauty industry.
Our series of articles exploring our fitness test for beauty brands. The unique RaceFit™ questionnaire allows you to quickly review the 7 building blocks crucial to brand success.
The Beauty Accelerator™
Read our series of articles focusing on The Beauty Accelerator™, which sees one emerging independent beauty brand receive equity investment plus the knowledge and expertise of The Red Tree.