Pixability has new evidence beauty brands are making an impact on YouTube. The video marketing company found that from January 2014 to April 2015, brand-produced beauty content on YouTube gained a whopping 78% monthly view increase.
In its new “Beauty on YouTube 2015” study, Pixability studied 215 different beauty brands and the videos of 182,621 creators. The study reveals a lot about the way the beauty culture on YouTube is changing and how brands are benefiting from those changes, even beyond the impressive 78% growth in monthly views on branded content.
Pixability found over the last year and few months, views of brand-produced beauty content on YouTube grew 35% faster than views on overall YouTube beauty content. Mentions of beauty brands on YouTube increased 53% year-over-year. Plus, ten of the top 25 most-viewed beauty videos published on YouTube in the first four months of 2015 were brand-produced or sponsored.
Increased interest in new beauty categories, like men’s grooming, has also allowed brands to capitalize on those trends. For example, monthly video views on mature beauty content, aimed at consumers over the age of 45, grew 62% faster than the overall YouTube beauty ecosystem. And crossover videos (which combine beauty with other topics like fashion or comedy) routinely attract 530% more views per video than beauty-only clips.
“Following the widespread adoption of our original study by beauty brands worldwide, Pixability recognized the need to reanalyze YouTube’s dynamic beauty industry and highlight significant shifts that brand marketers should be aware of,” said Pixability’s Chief Marketing Officer Rob Ciampa in a release. “This resource will position beauty brands for success as they increase paid spend and execute marketing campaigns on YouTube.”
Overall, Pixability found video views on beauty content from all brands and creators rose 50% from from January 2014 to April 2015. You can see more stats in this infographic from Pixability’s study:
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