by Abby Friedges
Youtube has altered the way traditional beauty companies advertise. Influencers are a relatively new concept, born out of the power of social media. These "influencers" hold power in the advertising world because of their follower count and engagement. These people hold more viewers/followers than brands themselves. It makes sense for brands to give free things to these influencers so they can promote them. Who doesn't love free stuff? The presence of influencers for brands is a norm in 2018, but that was not always the case.
Here's where the data comes in. Pixability is a big data software company that released a study in 2014 about Youtube and the beauty industry. Their study concluded that brand Youtube accounts only receive 3% of the 14.9 BILLION beauty-related video views. Pixabilities study also helped clearly outline female age groups that rely on Youtube for their beauty needs. Many brands have been targeting the wrong audience, this study revealed the age group that relies the most on Youtube as 25-34 year olds. This age group is a whopping 47% of female viewers. Another highlight of the study was 39% of beauty-related views were on beauty tutorials. Only 32% of brands create tutorial based videos rather than commercial based videos. There are giant opportunities to increase views by creating different types of videos, such as tutorials. Using insights like these allow beauty brands to expand their organic footprint.
Because of this study (linked below), brands are able to grasp the importance of influencers and communicating authenticity. This data is somewhat unexplored and Pixability is a pioneer in providing deep insights from Youtube beauty data.
According to Google trends, in the past 5 years, influencers and indie brands have flourished. Overall, the importance of big data in the beauty industry continues to grow.
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