Beauty brands are pushing to reevaluate their YouTube strategies as their visibility is consistently diminished by beauty vloggers.
In a report released by digital research firm L2, beauty brands are outnumbered by bloggers 14 to one. This means that when a user searches ‘beauty’ in YouTube, brands make up only two per cent of results shown on the first few pages.
Guilia Prati, associate director of beauty at L2 spoke to WWD about the “surprising” results, confessing that the beauty brands with little search-result recognition on YouTube are going to “require more thought and skill than putting money behind an ad arbitrarily”.
While Makeup Geek and ROC were the brands with the greatest organic visibility on YouTube, Prati continues on to say that for the others, “It’s hard to break into because there are so many bloggers in that [beauty] space - compared to, say, fragrance, and to a lesser extent, skin care. With colour and skin care there is a wide array of influencers who have risen to prominence and are very visible..[but] fragrance, being a less visual category…[is] less prone to the video format.”
One particular company L2 looked at was Dior, who were using fragrance to boost their beauty views. Aime Arroyo, L2’s research associate, explained that Dior’s efforts with their Sauvage fragrance, in which they “sliced and diced” the TV ad to create bite-sized pieces of video for YouTube in order to extend shelf-life, received 22 times the amount of organic views than their other beauty content.
