Not long ago, I was watching a YouTube video by one of my favorite vloggers, Jenn Im, aka “clothesencounters.” Jenn is a fashion inspiration for many, boasting around 775,000 subscribers that appreciate her not-so-typical sense of style. In the video I was watching, Jenn shares her simple everyday makeup and skin care regimen as well as what she would wear and do on a lazy day. What struck me as odd, however, was that Jenn was sporting a basic pair of TOMS boots throughout the video.
So what? Well as a big fan of Jenn, I know that Jenn LOVES her shoes- she wears the craziest pairs from sky high heels to super chunky platforms. Shoes from popular brands like Uggs and TOMS are not something that I imagined Jenn would ever be wearing. I remember being a bit taken back and thinking to myself, “Wow, even SHE wears TOMS.” The video shows plenty of close shots of her TOMS boots while Jenn’s voiceover exclaims how comfortable they are and that “I feel good wearing these boots because of TOM’s one-for-one mission.” Thinking this was all a bit strange, I open the “About” tab on YouTube for the video description and information. All the way at the bottom of the description, it read “FTC: This video is sponsored by TOMS.”
Have you ever seen videos regarding a product review, free giveaway, or “monthly favorites” from a vlogger on YouTube? Chances are, many of those videos you’ve seen were sponsored. Companies constantly utilize YouTube as a marketing tool by creating original content on their official YouTube channels as well as partnering with beauty gurus to showcase new products. However, data software company Pixability reports that beauty brands only control 3% of Youtube’s beauty-related video views whereas Youtube vloggers control 97%. . Therefore, top leading brands know that promotion outside of their official Youtube channels is essential to gain traction. As beauty-related content on YouTube accounts for over 700 million views per month (and increasing), it is without a doubt that beauty-related brands will increasingly use YouTube and its vloggers for advertising.