Tribe Dynamics measured the success of beauty videos on YouTube for the month of May and compiled a list of the Top 10 videos measured by views, in addition to the perceived influence of the individual publisher.
TRIBE DYNAMICS
1. IGGY AZALEA INSPIRED MAKEUP TUTORIAL – LAUREN CURTIS, PUBLISHED MAY 29: 1,757,648 VIEWS
2. CHATTY APRIL FAVORITES – ZOELLA, PUBLISHED MAY 4: 1,578,907 VIEWS
3. GRADUATION BEAUTY TIPS + MY SPEECH! – MICHELLE PHAN, PUBLISHED MAY 10: 1,288,667 VIEWS
4. WAKE UP WITH ME! LAZY SUMMER DAY ROUTINE – MISSGLAMORAZZI, PUBLISHED MAY 19: 1,128,980 VIEWS
5. NATURAL PROM MAKEUP TUTORIAL – LAUREN CURTIS, PUBLISHED MAY 25: 1,087,272 VIEWS
6. HOW TO: MILKMAID BRAID UPDO – ZOELLA, PUBLISHED MAY 14: 1,013,540 VIEWS
7. BIG BEAUTY HAUL! – MISSGLAMORAZZI, PUBLISHED MAY 10: 904,154 VIEWS
8. REACTING TO OLD FACEBOOK PROFILE PICTURES – TANYA BURR, PUBLISHED MAY 15: 867,997 VIEWS
9. APRIL FAVORITES 2014!! – MISSGLAMORAZZI, PUBLISHED MAY 3: 866,908 VIEWS
10. BEACH PARTY MAKEUP, YUMMY TREATS + DIY DECOR! – MISSGLAMORAZZI, PUBLISHED MAY 24: 785,714 VIEWS|
Among the top videos were posts from some of the industry’s most recognized vloggers, including Michelle Phan, Zoella and missglamorazzi, Tribe writes in its May report. The content itself ranged from monthly favorites, to hands on tutorials and inspired looks.
Although the subject matter of these videos may seem predictable, they serve as a helpful reminder of the importance of relationship building when it comes to meaningful, ongoing engagement. The top videos were not viral, one-off posts attracting a great deal of immediate, yet temporary engagement. Instead, the Top 10 videos were continuations of the ongoing conversation that each of these vloggers has with her individual online community.
Each influencer has built an impressive following of YouTube subscribers who tune in to watch new videos on a frequent basis, engage with the vlogger and share their own content. These vloggers have structured calendars for content; subscribers return each month expecting to watch the next month’s anticipated “favorites” video or similar equivalent.
Why are these videos in particular valuable to brands, outside of the sheer number of beauty fans viewing them? Their endorsements are the digital equivalent of word of mouth endorsements. The personable and comfortable tone of these videos helps viewers to envision how the product may fit into their own beauty regimen. The tutorial-style videos provide the same results but from the reverse trajectory. Vloggers recommend products while creating a look, encouraging fans interested in recreating the look to purchase the specific products used.
