Study: Beauty brands turn to YouTube

YouTube is transforming the beauty space. Incorporating YouTube into Web and commerce initiatives and leveraging YouTube’s independent beauty personalities can unlock significant opportunities for brands, especially niche players, according to recent research by Pixability.

In fact, according to the big data software company, YouTube’s top 25 beauty vloggers possess 115 times more subscribers and receive 2,60070 more comments on average than beauty brand channels. In addition, 9770 of the conversations around beauty and brands on YouTube are controlled by vloggers, haul girls and other beauty content creators.

“Brands that mistakenly treat YouTube as a quasi-television station should not be surprised by dismal ROI. Those that embrace YouTube as a critical digital marketing and communication medium, however, will see outstanding results,” stated Rob Ciampa, CMO of Pixability.

To see the charts, click here.

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