The vlogosphere can be overwhelming terrain to navigate at times. Well equipped with the knowledge of what works (and what doesn’t) is rising video star Ruby Golani. The Australian make-up lover has a booming channel of 301,158 subscribers and 32,200 Instagram followers thanks to a combination of glamorous how-tos, and candid discussions about skincare. Golani recently shared her tips on establishing a successful beauty vlog with BD:
What inspired you to begin vlogging?
I was working as a make-up artist/beauty advisor at [a] department store. I consider myself [a] very honest person, therefore I was lousy in the sales department. I did not believe in promoting products for just one cosmetic brand. I wanted the freedom to talk about the products that I liked, so I quit my job and began working very hard to grow my make-up channel after university and on the weekend.
What do you believe is key to producing a good beauty video?
You need to invest in good quality artificial lighting and a good camera. You will also need [a] basic level of editing knowledge. iMovie and Final Cut Pro are the two most popular editing softwares used by YouTubers.
What are your other favourite social media platforms and why?
I love Instagram, Snapchat and Twitter for different reasons. Instagram is for glam selfies and make-up flat lays, [while] Snapchat and Twitter are where I connect the most with my viewers. It’s so quick and easy to use, and it’s fun interacting with like-minded ladies.
Do you think a strong Instagram presence is essential for influencers today?
Yes and no. It helps when you have a huge audience to drive traffic to other platforms but I know of girls who have hundreds of thousands of followers on Instagram but only 4000 on YouTube. You can have a lot of followers but you also need to take some time to get to know your audience and having a connection with your viewers rather than just big numbers.
What is key for gaining and maintaining an Instagram presence?
Good quality photos, frequent posting and you have to break up your content.
What other vloggers/bloggers do you look to for inspiration?
I love Michelle Phan, she is my business and beauty mentor. I also admire Huda Beauty, Desi Perkins and NikkieTutorials. Nikkie is who I consider to be a true artist.
What has been your most popular video to date?
It’s a tie between my ‘Highlighting and Contour video’ and my ‘How to cover acne’ video.
Why do you think they were received so well by your audience?
My ‘Highlighting and Contour’ video was one of the first extreme contouring videos posted. And my acne concealing video was so well received because of my openness to share my struggle with adult acne.
Is vlogging your sole source of income?
After only one year of vlogging, I was fortunate enough to turn this into a full-time [job].
Where would you like to see your vlog go in the next two years?
I would love to incorporate some comedy into my channel. Videos like ‘Make-up expectations versus reality’ and videos along that line of humour. I would also like to have my own line of make-up, and make-up accessories. It is my dream to create products and tools exactly how I want them to be. I am such a nitpicker – I always see flaws and room to improve with make-up tools and product formulations.
How has the vlogging industry changed since you first started?
It is much more competitive compared to when I first started. Video quality has changed, [as well as] the delivery and the creativeness with make-up. Viewers want more dramatic looks and we are constantly busting our brains to create new looks with new products. Hack videos are also taking over the internet right now.
Newsletter image: Instagram.com/rubygolani
