77%

of ASMR viewers between 18 and 24 years old are looking at beauty and fitness content.

Related Data

Users searched almost 90 million times for specific natural beauty ingredients in the past year.

Google Data
90%

of top beauty videos about aloe did not mention a brand.

YouTube Data

YouTube viewers use the platform for help with a problem they’re having with their work, studies, or hobbies.

2and2/Google

How watching videos on YouTube makes people feel

2and2/Google

Women are more likely to seek a "how-to" video than a beauty video on YouTube.

Google/Ipsos Connect
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.

Google/Galaxy