Much like the Kimye coupling, vlogging on YouTube is proving a powerful partnership. Pixability’s recent inquiry into the success of beauty on the video platform found it is going from strength to strength.
According to Pixability’s Beauty on YouTube 2015 report, YouTube has grown 50 per cent in the last year. The domain is now home to 45.3 billion beauty tutorials - a number that continues to increase. There are 123,164,115 beauty subscribers following individual bloggers, who are responsible for creating 97 per cent of videos on various subjects.
In a bid to compete with blogger presence, brands are producing more content to boost their monthly views. This effort has paid off, with the report revealing brand videos are now up by 78 per cent, achieving 2.1 billion views.
Out of the top 25 most viewed beauty videos between January and May, 2015, 10 were produced by brands.
One such brand that has utilised its YouTube presence is Bobbi Brown. The brand’s global social community manager Andrea Barton told Telegraph.co.uk: “The beauty space on YouTube is massive and constantly evolving, and having a solid understanding of our audience and the influential beauty creator community is critical for our digital strategy."
The Pixability study - which analysed the YouTube practices of 215 brands and 182,621 bloggers - confirmed the most popular vloggers continues to change. This is largely the result of the commercial success and endorsement deals associated with those at the top, which detracts from their ability to post relatable videos regularly.
