YouTube shows 65% growth for beauty and personal care vids, Pixability study reveals

By Natasha Spencer

- Last updated on GMT

YouTube shows 65% growth as a marketing channel for beauty and personal care, Pixability study reveals
In its 4th annual beauty study, video advertising technology company, Pixability, reveals its latest beauty space social insights and adds personal care video ecosystems findings to its report.

Pixability analyses aspects of video advertising within the beauty space — including audience behaviour, to top-performing content, brand and influencer rankings, and year-on-year changes — throughout the social media video platforms.

Fro today’s beauty and personal care brands, there is an array of social video platforms, namely YouTube, Facebook, Instagram, Twitter, and Snapchat.

YouTube: A marketer’s dream

This year’s results show that YouTube has been identified as core marketing tool. The latest study shows that there has been a total of 222 billion views of beauty and personal care videos on YouTube, showing year-over-year (YoY) growth of 65%.

Consumers today, turn to the video-sharing platform and social video platforms in general to view reviews, engage with influencers and impact their next beauty routine.

When it comes to brand voice on YouTube, personal care brands own 26%, while beauty brands only occupy 2% of brand voice.

The power of influencer marketing

As influencer marketing is on the up when it comes to contemporary marketing methods, Pixability found that beauty influencers generate three times more video views and nine times more engagement than beauty names.

This suggests that influencer marketing may have replaced tutorials and information sharing as the key approach, as tutorial videos now appeal to 34% of YouTube’s total viewership, a reduction from 50% in 2016.

If brand marketers can successfully and clearly provide information on their campaign goals and target audiences, then influencer marketing may be an effective marketing tool​, regardless of the size of the brand.

Together, influencer partnerships, along with targeting ads against influencers via video and channel placements creates maximum video performance with 34% more views and 41% more engagements, on average, compared to standard keyword or interest targeting.

Purpose-driven advertising

Brand marketers are presented with a range of viable marketing opportunities on social video platforms as viewing preferences and platforms’ each set of targeting capabilities and ad formats can influence the online purchasing customer experience and mapping.

By focusing on purpose-driven advertising and data-driven insights, brand marketers are now looking to strengthen their video strategies, and boost their cross-platform video efforts.

Social causes continue to act as a core element of brand marketing strategies, and has risen by 54% in 2016. Brands aim to incorporate these shared values into their strategies through concentrating on issues such as women’s empowerment, LGBTQ pride, adversity, and sustainability.

Technology and audience engagement

The overlapping beauty space and personal care segments — that is outlined as body wash, deodorant, or other body care products —, along with independent names supported by celebrities or influencers and the acceleration of e-commerce based beauty brands are fundamental drivers that have led to the transformation of the purchasing experience for beauty and personal care consumers.

Augmented reality, virtual reality and artificial intelligence are proving a new and exciting part of marketing strategies within experiential shopping, personalised beauty and providing value.

New technological innovations are changing the way brands leverage social video and consumers utilise these tools, Pixability stated: “... mobile livestreaming on YouTube allows users to share their phone’s screen or include video from a phone’s front camera — opening up numerous opportunities to showcase new apps or share conversations via FaceTime.”

In 2017, however, the social video arena is marked by platform-hopping audiences, that go beyond the sole use of YouTube. As a result, brands must create intuitive and sophisticated strategies that incorporate this behaviour into their video ad strategies.

In the next part of our Pixability analysis, we will delve into the other social video platforms creating engagement and brand loyalty with consumers.

Related topics: Voice of the Industry, Market Trends

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