77% of ASMR viewers between 18 and 24 years old are looking at beauty and fitness content. Appears In ASMR videos are the biggest YouTube trend you've never heard of Related Data Users searched almost 90 million times for specific natural beauty ingredients in the past year. 90% of top beauty videos about aloe did not mention a brand. 7 in 10 YouTube viewers use the platform for help with a problem they’re having with their work, studies, or hobbies. How watching videos on YouTube makes people feel Women are more likely to seek a "how-to" video than a beauty video on YouTube. 87% of 18-to 24-year-old women used their phones to search for health and beauty how-to content in the past three months.