Social video is in the spotlight right now – YouTube, Facebook Live, Snapchat, Instagram Stories, or any other site or app. Social Media Examiner’s survey found that 73% of brands said they increased their use of videos last year, and according to Cisco, 60% of total mobile data traffic in 2016 was video.
Whilst video has been used as a social tool for brands for some time, it was last year when it really changed the beauty game
Video is crucial to the beauty space, where consumers have a special appetite for all things video. Statistica found that content in the beauty category snagged more than 5bn views on YouTube last June alone. Benefit, Maybelline, Birchbox, OPI and Nyx been diving head-first into the clip-filled waters. Magazines too, most notably Vogue.com’s “Beauty Secrets” series shot with celebrities chatting into a bathroom mirror.
The 24-hour lifecycle of Snapchat isn’t holding brands back from spending energy there. With 150m people using the app per day, it’s a major platform for reaching consumers, particularly as they have to seek out the content, the views are valuable.
Regardless of the platform, the goal is for these videos to feel intimate. It’s no longer about long super-polished videos; brands can’t satiate viewers with enough content that way. It’s about a consistent stream of videos, watching someone in real time, no airbrushed images, no carefully posed images, and seemingly ditching the script, providing an authentic experience for the consumers.
This approach establishes a connection with the consumer, positioning the brand as a friend and guide as opposed to a company trying to sell products. This makes sense, since YouTube is one of the most trusted sources of information for today’s makeup buyer. Videos connect the brands to their audience in a multidimensional way. This is why so many successful videos are how-tos. Helping consumers understand how to use your products ensures they do purchase and use them.
The power of the beauty vlogger
Pixability carried out analysis on beauty brands on YouTube. Whilst brands like MAC, Chanel and Sephora have 100,000s of subscribers, the beauty vlogger counter parts have 115 times more. Vloggers like Michelle Phan, Nikki Tutorials, Carli Bybel, and Manny Mua possess millions more. When we first heard about beauty gurus making YouTube tutorials, who expected we would sit and watch the sometimes 45-minute videos, often produced without any formal training?
Independent vloggers now own the beauty conversation, meaning that their content appears first in searches unless a brand sponsors its videos. They have the power to say what’s hot and not and have shown they’re not going anywhere soon.
What does this mean for beauty brands? Vloggers behind these tutorials draw a devoted fan base with their carefully honed skills and unique personalities and by extension, loyalty to the brands they use. Brands can harness this power by joining forces with well-known vlogger/s. MAC, Sephora, Revlon, Anastasia Beverly Hills, Maybelline, Benefit and NYX have experienced this benefit. Some brands have also created lines with vloggers.
The independent nature of vloggers means that they’re not trying to sell a brand. Instead, they share their favourite products and techniques, whilst being honest with negative results. This honesty inspires trust and loyalty, which is critical for the beauty industry that’s founded on claims that products can do amazing things.
So, what can we learn from this?
Videos create shareable content that helps build a brand’s audience. Beauty brands benefit as through this content, they are building trust and a connection with their audience, who believes their claims, creating positive conversations
Other industries, take note!