Halloween is a popular seasonal topic on YouTube, and it has a particularly large impact within the site’s large community of beauty and makeup experts. As viewers flock to YouTube in search of costume tips, beauty creators provide them with a huge number of relevant videos. According to data from Google Think Insights, Halloween, which drives 57% of video views for seasonal makeup tutorials, is the biggest makeup event of the year.
That finding is part of a recent study that breaks down beauty video trends across the year. For example, in the winter, holiday season searches (which often mention specific brands) ultimately give way to Valentine’s Day, which is the season’s premier beauty event. Views related to the romantic holiday grew 13% between 2013 and 2014.
In the spring, YouTube’s many teenage users flock to beauty videos to find prom advice. Those teens often watch from mobile devices, where prom-related searches rose 85% YOY.
The summer brings wedding season forward as a dominant topic. Interestingly, the people who search for wedding beauty videos also search for religious music more often than the average consumer.
Halloween tops all of these trends, and its popularity within the YouTube beauty community is only growing. As Google’s data shows, views for Halloween-related makeup content grew three-and-a-half times over between 2012 and 2013. The study notes Michelle Phan‘s “Barbie Transformational Tutorial” as a particularly popular watch during the Halloween season.
All of Google’s findings have been arranged in a neat infographic, which also shares some more specific seasonal makeup trends and adds in a few popular beauty searches from male viewers. Get ready to grow those Movember mustaches, boys.