YouTube Talent’s Increasing Influence on Beauty

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Ahead of the World’s first Millennial 20/20 business summit, Co-founder Rupa Ganatra discusses YouTube Talent’s Increasing Influence on Beauty.

Digitally savvy millennial consumers, empowered by technology and constant connectivity, are redefining relationships within the £40 billion beauty industry. Millennials want a two-­way dialogue, seek to be part of relevant and relatable communities and want access to authentic and informative content. These characteristics have seen the rise in popularity and influence of beauty vloggers on YouTube, who have created engaged online communities of millions of beauty enthusiasts over the last decade and command growing influence and power in the industry.

British beauty influencers like Zoella and Tanya Burr, have taken YouTube by storm, with their make-­up and style tutorials, garnering tens of millions of views per month. In addition to earning tens of thousands of pounds for product placements in their videos, they have gone on to create hugely successful beauty product ranges.

So how have these influencers been able to become so relevant in the beauty industry in such a short space of time?

1. Authentic & Informative Content

Many of the world’s beauty vloggers have grown their influence online through their make-­up and style tutorials, such as “How to do Smokey Eyes” or “Get the Look” of a celebrity. These tutorials are driving higher beauty product purchases than traditional marketing channels, highlighting the increasing importance of educational content to support product purchases in this industry.

Even the larger beauty players such as MAC, Sephora and Bobbi Brown, understand the importance of authentic, informative and educational content and have collaborated with YouTube talent to drive influence. For example, Bobbi Brown’s YouTube channel launched in 2014 to specifically target the millennial consumer with shows such as Make Up and Go, which exposes the make-­up routines of different beauty gurus as well as hosting typical tutorials and makeover shows.

2. Influencers that Consumers can relate to

Tanya Burr ImageToday’s consumer relates more to beauty influencers than traditional celebrities. Many influencers started their YouTube videos from their own bedrooms and their audience feel that they can relate to them.

When asked why she believes she has been able to build such a strong following on YouTube, Tanya Burr said, “I think the girls who watch my videos can relate to me as I’m not a traditional celebrity that seems unattainable. I’m still just a normal girl despite my large following.”

3. Powering of Online Communities with Two-­Way Dialogue

YouTube influencers have been successfully building online communities and have created an extremely effective two-­way dialogue with their followers. In the world of YouTube, influencers and consumers have effectively become the content publishers. “I think the world of YouTube is amazing in that you can feel like you’re hanging out with your girlfriends, just by watching a video,” says vlogger Tanya Burr.

YouTube vloggers have a unique opportunity to create products for and with their communities in mind. When US vlogger Michelle Phan, who has an impressive 8 million followers, launched Em Cosmetics with L’Oreal, she used feedback from her own community to create the line of 250 products. “Em was designed for and with my community to meet their authentic beauty needs, based on years of input I received while being a beauty mentor. My focus from the beginning has always been about empowering women to tell their own beauty stories with makeup,” said Michelle Phan.

The rise of YouTube influencers has led to the rise of the empowered consumer, where both hold more power than ever before.

About Millennial 20/20

The Millennial 20/20 Summit is the world’s first gathering of brands, businesses and industry leaders who target the Millennial generation. The inaugural event will take place in London on the 13th-­14th April, 2016, at B1, Victoria House, Bloomsbury in London.

Over the two-­day period, Millennial 20/20 will host over 150 speakers, 40 interactive and experiential showcases, 50 panel discussions, 24 keynote presentations and interviews.

With four dedicated industry tracks of fashion and beauty, food and beverage, travel and hospitality, and sport and fitness, Millennial 2020 will feature highly curated and challenging discussions across eleven pillars; marketing, retail, design, mobile, payments, video, social, e-commerce, CRM, big data and merchandising.

For more information please visit: www.millennial20-­20.com

BOE Magazine

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