The Make-up category has been named as the most reviewed beauty category in Q1 2018, accounting for 28.19% of video reviews.
Research undertaken by Vyrill, a UGC content marketing platform, looked at videos created by influencers from the make-up (without eye and lip), eye, face, hair, lip and body categories.
Snapping at the make-up categories heels was the eye category at 24.66%, while face took third place at 22.48%.
CEO and co-founder of Vyrill Ajay Bam said: “With this information beauty marketers can make more informed decisions about how to optimise their brand video and influencer strategy.
“As we update this information quarterly, we will break down all the video data by product, category, brand and competition.”
Influencers have become a powerful tool in the marketing of beauty products in recent years - with 85% of consumers trusting YouTuber’s reviews according to Vyrill - and with the rise of social media it has never been easier for brands to engage customers with products.
These figures, which Vyrill intends to publish quarterly, will enable market researchers and brands alike to follow the categories and products customers are engaging with most.