Over 8 years have gone by since the birth of YouTube, the video sharing website we all love so dearly. As time passed, YouTube has evolved from simply a website with mildly amusing cat videos to a powerful platform where anyone can upload a video and “broadcast yourself” to entertain, educate, share his/her voice for social change, and virtually any other purpose. The website has become one of the most popular places for social media, sharing the ranks with Facebook (of course), Twitter, and Instagram. YouTube claims, in fact, that over 1 billion unique users visit YouTube every month and according to Nielsen (a global information and measurement company), YouTube reaches more US adults ages 18-34 than any cable network. As youtubers post, share, and comment on each other’s videos, the vast video sharing website feels smaller and youtubers can have a sense of community. This sense of community and personal connection is extremely crucial for businesses to foster and maintain order to become a more reachable brand to their consumers. Therefore, companies are increasingly joining the virtual community to target consumers for marketing purposes. In particular, the beauty industry, which includes cosmetics and fashion, is actively using YouTube to promote their products in various ways whether it is paying for video ads on the website, sending samples to YouTube vloggers to review, or sponsoring and partnering with the vloggers.
As I am a finance and marketing major at my school, I am particularly interested in the effects that YouTube has, as a social media site, on the beauty industry in regards to consumer buying behavior, marketing trends, and the likes. This blog will explore the many ways that Youtube is overall affecting the beauty industry.