Video advertising company Pixability has released the results of its third study into how beauty content performs online.
The company analysed beauty content across YouTube, Facebook, Instagram, Twitter, Snapchat and Pinterest to create the Digital Makeover: The Social Video Beauty Ecosystem report.
The study found just 2.6% of beauty conversations online are commanded by brands. This is a further decrease from 4.6% seen last year.
Given the depth of the online beauty landscape, targeting ads against a broad term like ‘beauty content’ just won't cut it anymore." — Jackie Swansburg Paulino, Pixability's VP Customer Success
The study also discovered a 65% increase in total views for beauty content on YouTube year-on-year.
Of the top 200 beauty videos on YouTube, 86% of them are produced by creators, such as vloggers, rather than brands.
Chanel is the most-watched beauty brand with a total of 245 million views, while Sephora has the most subscribers at 620,000.
This is dwarfed by content creators. Zoe Sugg is the top beauty vlogger on YouTube, with more than 10.9 million subscribers.
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