U.S. beauty consumers turn to videos produced by brands and publishers nearly as much as product review videos from other users.
Google/Kantar TNS, U.S.,Connected Beauty Consumer Study, n=420 women aged 16–54 who purchased makeup, skin care, or hair care products within the past month, Nov. 2018.
Watch time for “makeup transformation” videos has increased 110% YOY.
Watch time for “workout routine” videos has grown over 50% in the last year.
Watch time for “makeup transformation” videos in Canada has increased over 80% in the last year.
Watch time for beauty YouTuber videos has increased over 75% in the last year.
Watch time of “home workout” videos on YouTube in Canada has increased 130% in the last year.
increase YOY in uploads of haul videos with “sustainable” in the title.