Consumer views of beauty videos and beauty marketing on platforms such as YouTube are continuing to grow at an unprecedented rate, highlighting significant shifts that beauty brands and marketers should be aware of. Beauty creators own 80% of YouTube’s top performing beauty videos; however, beauty video content from brands is becoming more popular. Emerging content categories hold critical growth opportunities for brands. Categories such as men’s grooming, multicultural beauty and the mature beauty market targeting consumers over the age of 45 are growing faster than the overall beauty space. Videos that combine beauty with other lifestyle categories such as fashion, health and even comedy are also growing in popularity. Gain insights from a group of influencers who rank at the top of the online beauty sphere and who are well versed into the subtleties of connecting with beauty consumers.
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