Think about it. Five years ago what drove you to buy a certain beauty products? How did you know to buy one product over another? Were you more disappointed with purchases back then compared to your more recent purchases? Last question, I promise, has YouTube made you change the way you buy your beauty products? Chances are for over half of young adults, and more technology savvy adults the answer is YES!
You no longer have to walk blindly into the department store beauty counter where the women wearing copious amounts of makeup tries to sell you hundreds of dollars worth of products, when you could find amazing dupes for one fourth of the high-end prices.
Some people may think well “you get what you pay for,” but with the world wide web of beauty we see that just isn’t the case. We now have millions, if not billions, of beauty related video content on YouTube. These people give use what seems like a personal interactive video meant just for us. They give us their serious, and honest opinion on tons of beauty brands and products. According to this article, for beauty brands the money is no longer in the magazine ads, television ads, or door-to-door consultants.
The money is in the online video content! NYX is one of the many makeup brands using the already popular beauty gurus to spread word about the amazing products they offer. NYX is a drug store quality brand (if that even means anything anymore), so they are already lacking in funds to advertise their brand. Despite this fact they had almost one hundred percent of their views come from “user-generated content.” Dove, which also has a larger television campaign, had only forty percent of its online video views come from user-generated content. This means that even though Dove has been using YouTube for advertisement longer than NYX, NYX has millions of more views because of their user-generated content. User-generated content means that a brand sends beauty gurus (active users who make beauty related content and have millions of subscribers) free products to try and share with their online audience. This is essentially, a low cost method of advertisement.
So if you’re wondering, what does this have to do with how I chose what makeup to buy, or if you’re wondering if these beauty gurus are getting paid to have a positive opinion? Most beauty gurus will tell you they always give their true opinion. If they said they liked a crappy product, and thousands of their viewers went out and bought a product based on that beauty gurus’ opinion, only to find out it was not a good product, they would lose viewers and money. This user-generated content advertising is not only changing the way companies advertises their beauty products, but also the way we buy our makeup. Guaranteed the next time you want to try out a new lipstick you will be on YouTube doing your research, rather than going to a Mary Kay party, or a makeup counter.