Beauty on YouTube: Brands, Influencers and the Millennial Woman. Beauty on YouTube: Top Influencers When it comes to beauty, the Millennial Woman is hands-down one of the top consumers of this content. If you have any doubts, just ask YouTube creator Jeffree Star who has over 3.5M subscribers. So what is it about Jeffree that has Millennial Women fawning over his videos? According to the data, Jeffree’s makeup tutorials are his most engaging, followed by his lifestyle content uploads. What makes her so compelling to the Millennial Woman is her ability to relate to the everyday woman and create content that is unique and quirky such as her Curling My Hair with Cheetos video. Sephora: The Beauty Brand for Millennial Women Speaking of giveaways, there is no beauty brand that does it better: Sephora! Kat Von D’s audience is 4x more likely to engage in her Sephora content than the average YouTuber. Did you know that Sephora’s YouTube audience is 2.5x more engaged than the average YouTuber? Not only is Sephora mastering influencer strategy, they are also pioneering the 360 beauty experience by engaging their target audience every step of the way.
As the world of influencer marketing continues to evolve, there has been an increasing need for brands and media companies to identify, target and grow their ideal audience, and one of the most sought-after demographics is the Millennial Woman. She is between the ages of 19 and 35, is independent, and knows what she wants, but what’s most appealing is that she has an incredible amount of influence when it comes to consuming content, especially when it comes to beauty on YouTube.
Tubular Labs’s took a deep dive into the behaviors and habits of this highly targeted group on YouTube to better understand what they consume and who they are most likely to consume it from. We found Millennial Women are passionate about lifestyle topics and are most engaged with comedy, beauty and gaming content. In particular, we’ve identified a few influencers who rank high on the Millennial Woman’s list and why.
Beauty on YouTube: Top Influencers
When it comes to beauty, the Millennial Woman is hands-down one of the top consumers of this content. If you have any doubts, just ask YouTube creator Jeffree Star who has over 3.5M subscribers. Jeffree’s claim to fame began with his music career on MySpace but successfully transitioned to creating beauty content. So what is it about Jeffree that has Millennial Women fawning over his videos? Could it be his dazzling “Make Up Tutorials? His First Impressions makeup reviews? Or even the content featuring his very own makeup line, Jeffree Star Cosmetics?
Jeffree’s larger than life personality and upbeat music intros are only part of the reason that makes him so compelling. According to the data, Jeffree’s makeup tutorials are his most engaging, followed by his lifestyle content uploads. Jeffree’s most engaged-with video of the last year is this tutorial for creating the perfect sunset cat eye. Although it only generated 374K views, the engagement rate was around 7x higher than the average YouTube upload.
If you’re not convinced by Jeffree’s story, then maybe I should introduce you to Grav3yardGirl who has 7M YouTube subscribers. Grav3yardgirl first began posting…