Photo: Courtesy of YouTube.
Chalk it up to authenticity, credibility, or just plain curiosity. No matter the reason, beauty vloggers are winning the YouTube battle against big-name, high-budget brands. But, why?
An article published by WWD gets down to the nitty gritty, revealing the shocking disparity between amateur vloggers and industry giants, like Sephora and Estée Lauder, when it comes to subscribers, views, and all-around user engagement on YouTube. One such example? Vlogger-turned-makeup-mogul Michelle Phan's "Matte About You" video (demonstrating the new NARS Matte Multiple), has garnered nearly 1.3 million views in the two weeks since it was posted, while MAC's most watched video this year clocks in at around 58,000.
This imbalance begs the question: Do we, as viewers, consciously avoid blatantly branded content? Or, are the beauty biggies simply not getting it right? “The biggest disconnect — and I see this with mobile as well — is that big brands don’t really understand the notion and impetus of video blogging,” Dr. Parham Aarabi, chief executive officer of beauty tech company ModiFace, told WWD. “They sometimes throw quite a bit of money at agencies, hoping that that generates significant followers on YouTube, but that doesn’t always work.”
We've seen our fair share of YouTube vids from both camps, and have mixed feelings on the subject. We admire the expertise presented in professional-quality productions. But, that being said, there's something so innately authentic about these bedroom-bloggers presenting their latest beauty hauls and showing us exactly how to get certain looks right. So, we pose the question to you: How do you like your beauty tutorials? Let us know in the comments below. (WWD)
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