YouTube is aware of the impact of health and beauty content creators, so it is looking to reflect with a new space.
Beauty content creators are an essential part of the huge variety of productions that we can find on YouTube, the social network that opened the doors to great influencers today, so the commercial giant decided to bet on creating its first virtual beauty festival.
Named #BeautyFest, the event promises endless activities for all cosmetics and fashion lovers, where there will be hairstyle challenges, makeup trends, live tutorials, and talks about the industry that year after year adds followers and new content creators.
As if this were not enough, the virtual event will be free so that any YouTube user can attend from ten o’clock at night on Friday, May 14, to enjoy stellar guests ranging from digital celebrities to international artists.
This is how the idea of #BeautyFest was born
The event organized by the fashion and beauty director of Youtube, Derek Blasberg, seeks to show the relevance that this sector has within the industry and especially in the social network, this being an opportunity to expand the market and publicize emerging creators.
“We have seen creators go from being makeup gurus in small towns to creating their own media empires… (#BeautyFest) marks the beginning of a new era of beauty on the platform where it all began,” Blasberg explained to local media.
From YouTube to international companies
As Derek Blasberg mentioned, the platform has gained momentum in recent years to launch bloggers into the makeup and fashion industry offline.
In 2018, beauty-related content on YouTube garnered more than 169 billion video plays, a nearly threefold increase compared to previous years, with product campaigns being the most popular content in the sector.
Where do influencers come in? Despite the popularity of campaigns, according to the Digital Beauty Counter published by Pixability, it is users’ content that drives views.
The same study indicated that influencer views accounted for 60% of beauty content plays on the video platform, while marketers and publishers only accounted for 39% of views.
It is also worth noting that for consumers of these products, YouTube ranks higher than television in terms of its appeal for inspirational beauty content, so betting on promoting and spreading the word about a brand from these specialized niches could make it a success, or a complete failure.
