Founded in 2005, YouTube has been part of the digital landscape for over 10 years. The platform received an early boost in popularity when it was bought by Google one year later in 2006. And it's now the leading video-sharing site in the world. The platform acts as a profitable portal for many sectors. But has become the must-have platform to access beauty junkies and fashionistas. Through crafted video content strategies, brands can catch the eye of their target market with ease.
There are two generations in particular that are at the forefront of this desirable online audience. If you can get your beauty products to resonate with these two generations, you’ll undoubtedly expand your online presence.
In this post, we explore these demographics and the motives behind beauty video content interaction. Find out what it takes to influence these sought-after consumers below.
Who makes up the targeted segments?
YouTube is a regular part of the generation ‘Z’ media diet with an overwhelming 95% turning to the video-sharing site worth in excess of $26 billion. In fact, out of the 1,452 respondents, 50% of them stated they couldn’t live without YouTube. This survey highlights the significant impact YouTube has on their digital lives. In light of these insights, beauty brands should be falling over themselves. Building relevant, engaging video content to penetrate this lucrative market.
But it’s not solely this generation that brands should be trying to impress. The earlier generation of ‘millennials’ is just as important. The millennial woman engages with video content on YouTube 107 times per year on average - which is 1.2x more frequently than other age groups.
Who or what is influencing these generations?
Generation ‘Z’ were asked, what kind of celebrities would they trust for advice about buying a product? The results for beauty products specifically were almost even. Online celebrities took the marginal lead with 48%. With respondents citing them as most influential when compared with mainstream celebrities who took only 44% of the vote.
This highlights the power using online celebrities could have on your video content engagement levels.
It’s a different story for the older ‘millennial’ generation…
Their shopping recommendations are split and influenced by a wide variety of channels. The biggest percentage still sit with YouTube at 24%, but other channels including Instagram (17%) and Facebook (16%) still played a part.
When it came to instructional videos, the millennial generation stated YouTube was their go-to channel (66%). Other channels including Pinterest and Facebook/Google+, trailed behind with 9% and 6%, respectively.
In the same report by Tubular released in January 2017, millennial women are more likely to engage with a wider variety of content topics. The top three content topics for this demographic include cosmetics and hair-related content. A big nod toward the beauty brands hoping to engage with their audience. It seems the opportunity to invest in their consumers is right in front of them.
Why are beauty brands targeting this demographic?
Why are brands so keen to target this segment of beauty consumers? It’s simple. It all comes down to engagement.
The beauty junkies and fashionistas take up a relatively small percentage (20%) of the overall beauty consumer market. But these are the consumers who are spending between 2-3 times more money versus the classic shopper - so why wouldn’t you want to target them?
According to AT Kearney, beauty and personal care could be the next big category in Europe. To be successful in this category, though, brands will have to understand the unique needs of their consumers online.
Brands need to invest in the differentiation of products and strategy to win this audience round.