New research has revealed an incredible consumer affiliation towards Beauty Vloggers (#bvloggers) on YouTube with 98% of respondents reporting positive feelings towards beauty products featured in online videos watched, according to BuzzMyVideos' Online Video Barometer, conducted by OnePoll.
Its closest rivals, TV and Radio adverts, took a mere 4% of the votes followed by magazines with 2%. It has also been revealed that nearly half of all respondents turn to online beauty videos to find out how to do something at least a few times a week.
The beauty market was worth a whopping £17 billion in 2014 and is forecasted to rise by 16% by 2016 (Raconteur). With trust in YouTubers sky high and Christmas just around the corner, the smartest beauty brands will be tapping into online video to increase their slice of this sizeable pie as the competition becomes increasingly fierce.
Paola Marinone, CO Founder & CEO of BuzzMyVideos, said, “Beauty is a highly personal, emotive sector. Engagement and trust in products play a huge part in the purchasing decisions of consumers. Traditionally this has been led by household name celebrities and models fronting huge ad campaigns. Today there has been a shift in consumer behaviour, in particular in the beauty sector where trust and recommendation are crucial in the buying process.”
“Public perception of online video has evolved alongside a maturing market. Our Online Video Barometer has revealed an incredible level of trust with YouTubers across many sectors but Beauty stood out as an area of particular strength.”
The results come as a clear warning to the beauty industry as key players ramp up sales and marketing for the all important Christmas season and Marinone concludes, “The credibility of YouTubers among consumers marks a clear cultural shift and one which beauty brands need to very quickly switch on to. As the Christmas season commences, those who have innovated in this area with creative strategies involving YouTubers will find themselves reaping huge rewards.”
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