Digital marketing and social media have been transforming communications and business-as-usual for years. And now brands and enthusiasts are changing what and how video works in the beauty industry.
After studying 215 beauty brands and video from over 180,000 creators, the video marketing company Pixability “found that from January 2014 to April 2015, brand-produced beauty content on YouTube gained a whopping 78% monthly view increase.”
Beauty content outpaces general content by a notable margin: “Pixability found over the last year and few months, views of brand-produced beauty content on YouTube grew 35% faster than views on overall YouTube beauty content.”
That’s provoked quite a conversation. Compared to last year, beauty brand mentions on YouTube are up 53%. “Plus, ten of the top 25 most-viewed beauty videos published on YouTube in the first four months of 2015 were brand-produced or sponsored,” according to the Pixability study.
Popular content varies according to segment. In men’s grooming, for instance, 92% of views were of hair videos. And meeting consumers where ever life takes them is key. Over half of YouTube beauty views happen on mobile.
Older and wiser
Brands using video to connect with consumers, should note that “monthly video views on mature beauty content, aimed at consumers over the age of 45, grew 62% faster than the overall YouTube beauty ecosystem,” according to the study.
Bigger than beauty
Consumers live whole lives and trust brands that contextualize personal care and cosmetics within a lifestyle that feels fun, familiar, and healthful. Companies that assume a “wellness focus that [will] inspire a seamless and holistic beauty lifestyle” are likely to do well as consumer expectations shift toward longevity, reported Cosmetics Design.
Pixabilty observes something similar. “Crossover videos (which combine beauty with other topics like fashion or comedy) routinely attract 530% more views per video than beauty-only clips.”
Insights from research and market analysis can help brands stay on track as economies and generations advance. Pixability took a careful look at “YouTube’s dynamic beauty industry and [highlighted] significant shifts that brand marketers should be aware of,” explains Rob Ciampa, CMO. “This resource will position beauty brands for success as they increase paid spend and execute marketing campaigns on YouTube.”