For many beauty aficionados, shopping for new skincare and makeup products starts online. Consumers are discovering new beauty brands on Instagram, getting scoop on which novelties work from YouTube, and turning to ecommerce to buy products, order samples or get a hold of exclusive brands. In this post, we talk about the role of beauty videos in the online shopping journey. Find out how videos can drive conversions and engagement on ecommerce sites selling cosmetics.
How Consumers Shop Online for Beauty Products
About 60% of female shoppers in the US and Canada buy beauty and personal care products online regularly. 14% of UK shoppers shop for beauty products online. It’s estimated that online beauty sales in the US account for about $3 billion, or 5% of the $60 billion beauty market. Majority of consumers prefer retail over brand sites when it comes to shopping for beauty and cosmetics online.
So, how do beauty videos fit into this equation?
For many shoppers purchasing beauty and cosmetics nowadays starts with watching beauty product videos on YouTube. 41% of female UK shoppers watch beauty videos on YouTube, looking for ideas and tutorials on how to perfect their makeup skills or improve their skincare regimen.
This contributes to the pool of 700 million video views that beauty videos receive online worldwide each month. In 2015, YouTube had a total of 45.3 billion video views for over 1.8 million beauty videos published on the platform.
YouTube Plays a Big Role in Beauty-Related Purchases
So, what are consumers watching? According to 2015 study by Pixability:
- YouTube audience is mostly interested in videos about makeup (39%), hair (34%), perfume (14%), and nails (2%).
- Some of the most popular categories of beauty videos on YouTube include tutorials (45%), commercials (20%), routine videos (7%), news (6%), product demos (5%), and look videos (5%).
- Tutorial videos earn higher audience engagement and more pageviews than other videos. Most popular subcategories include full-face makeup (45%), hair (24%), eye makeup (15%), body makeup (7%), lip makeup (5%), skincare (2%), and nail (2%) how-to videos.
- User-generated videos own 95.4% of the beauty-related content on YouTube while beauty brands own 4.6% of beauty videos.
- There are over 180,000 content creators publishing UGC beauty content and 215 brands, sharing over 123 million channel subscriptions.
- Videos about hair tips and products produced by brands are the only category on YouTube which receives more audience engagement than UGC beauty videos.
- Perfume videos have the highest average views per video (50,000 views) compared to other categories such as skincare (25,000 views) and makeup (40,000 views).
- 55% of YouTube beauty video views occur on mobile.
Beauty vloggers own 65% of first-page video results for brand search terms. Mentions of brand names in beauty videos on YouTube have increased 53% between 2014 and 2015. This is true for well-known global brands such as Maybelline, L’Oreal, Dove and Cover Girl, as well as newer brands such as NYX, Too Faced, Benefit, and Urban Decay. These brands attribute much of their growth to the mentions in beauty videos on YouTube made by vloggers. This speaks of the power of YouTube to influence what beauty products consumers buy and value.
What Do Beauty Videos Mean for Ecommerce?
The abundance of beauty videos on YouTube presents a lucrative opportunity for brands and retailers. Aside from creating their own product videos, online retailers and brands can curate YouTube videos that beauty shoppers already love. Bring this content closer to shoppers in the defining moments in the online shopping journey.
- YouTube videos influence buying decisions of 53% of shoppers in the US.
- 66% of beauty shoppers agree that YouTube videos help them visualize how products work in real life and are an excellent source of information.
It makes sense to create a bridge between the content and commerce by re-sharing YouTube videos in ecommerce. This makes online shopping more convenient and engaging for consumers.
Beauty videos bring the following benefits for ecommerce:
- Showcasr product performance in a dynamic, non-flat format
- Grab shoppers’ attention and motivate them to engage more
- Build awareness for the brand and the uniqueness of its products
- Give shoppers a better understanding of the product, so as to avoid returns
- Make it easier for shoppers to decide to buy.
Innovation in selling beauty products online should start from the basics, such as videos. Adding beauty videos enhances the customer experience and makes online shopping for beauty products that much more convenient.
YouTube beauty ecosystem evolves rapidly and the quality, variety and quantity of beauty videos produced by vloggers as well as brands is constantly improving. Consider using the power videos to help beauty shoppers buy on your ecommerce site and boost your revenues.