Consumers Prefer YouTube Vloggers To Cosmetics Brands As Online Source Of Beauty Tips, Study Shows

Consumers are ignoring major cosmetics brands and are instead relying on thousands of YouTube beauty experts and vloggers for product recommendations, how-to tips, and social engagement, according to a study by YouTube marketing company Pixability. Data from the study “Beauty on YouTube: How YouTube is Radically Transforming the Beauty Industry and What That Means for Brands” revealed leading cosmetics brands have gained only 3 percent of the 14.9 billion beauty-related views on the online video-sharing site. Analysis revealed significant differences in how major brands and vloggers produce and manage cosmetics-related videos online and that only a few cosmetics brands are successful in integrating YouTube into their online and marketing initiatives.