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Build a Beauty Brigade: Leverage YouTube Influencers to Reach, Engage and Connect

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People trust people. AMP’s Media study shows that more than half of consumers in the Retail and Consumer Packaged Goods (CPG) categories experience inspiration through word-of-mouth (WOM). Influencer marketing presents an incredible opportunity for brands to leverage the power of word-of-mouth at scale through content creators consumers trust and follow.

Given the visual nature of beauty, YouTube serves as a natural platform for influencers to share tutorials and recommendations, and potentially achieve massive reach. At the 2015 Digital Content NewFronts, YouTube CEO, Susan Wojcicki, revealed that YouTube reaches more viewers in the 18-to-49 year-old demographic via mobile than any television network.

Of those viewers, beauty is a major interest.

Pixability’s Beauty on YouTube 2015 study reported a total of 45.3 billion total beauty views, 1.8 million beauty videos and over 123 million total beauty channel subscribers. YouTube is securely the world’s leading online beauty video consumption platform.

As of April 2015, beauty creators on YouTube own 95.4% of the content within the platforms’ beauty ecosystem and own 80% of YouTube’s top-performing videos of all time.

Key Takeaway:

Leverage the power of YouTube influencers by partnering with them to host sponsored videos on their own channels. Supplement this reach with evergreen content on the owned-brand channel as well as additional YouTube ad offerings.

Best-in-Class Example: Maybelline New York

To drive awareness of its new line of eye shadows, the Nudes Palette, Maybelline New York created a digital-first campaign featuring custom-branded videos from YouTube content creators and beauty vloggers.

Maybelline New York leveraged the entire YouTube ecosystem by using YouTube Masthead, TrueView, and Google Preferred products. By pairing these tactics with custom-branded content from trusted creators (Vice and StyleHaul) and more than a dozen top YouTube contributors, Maybelline New York was able to increase sales and awareness around the Nudes Palettes—all while increasing overall engagement and YouTube subscribers.

  • 40M impressions
  • 46M clicks via YouTube Masthead takeover, with 70% of impressions and 92% of clicks happening via mobile devices
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