Cosmetic products and video are the perfect match, which is why there are so many amazing beauty vloggers to choose from.
YouTube used to be the primary place for cosmetic product reviews, before-and-after videos, and reactions. But thanks in large part to TikTok, there are several platforms featuring their own collection of high-performing video creators.
A vlogger is a person who uses video to document a particular part of their life – a hobby, profession, or cause they care about.
Vloggers exist across various social media platforms and use different video formats, including short/long-form and horizontal/vertical views.
For short-form, vertically-formatted vloggers, TikTok and Instagram Reels are the leading channels. YouTube remains the primary space for long-form, horizontal-view videos, while Instagram (IGTV) and Facebook are the leading channels for long-form vertically-formatted videos.
The number of short-form video creators is growing rapidly. Marketers have long understood that in most cases, the longer a video’s duration, the fewer viewers watch until the end.
Image via Vidyard
Platforms like TikTok and Instagram allow creators to do more in shorter video clips. Some of the best types of short-form video vlogs include:
For some brands and products, it might be better to produce long-form videos. Those who watch an informative video until the end are more committed and ready to take action.
That’s why many vlog types work better in videos lasting longer than 3-5 minutes:
Most brands sponsor vloggers to review a product or give tutorials to their customers. Beauty vloggers are highly engaged with their followers and can inspire consumers to try new products or guide them on best practices when using a new product for the first time.
But beauty vloggers are also great for live-streamed events, giveaways/contests, announce limited-time offers, and more.
Beauty vloggers often do more than create content for skincare, hair styling, and make-up. Many of these creators are fashion gurus, artists, or crafters. It’s fairly common for brands outside of the beauty industry to partner with these vloggers.
If your brand’s audience tends to be passionate about cosmetics – regardless of your product/service – it might be worth testing a few beauty vloggers to expand your reach.
It’s important to know that in the vlogging world, there are two different video approaches.
Some creators shoot and post raw (lightly edited) videos for their audience. These home-made-style vloggers are most commonly found on TikTok, but you may come across many on YouTube and Instagram.
YouTube is primarily home to those vloggers who leverage more professional filming and editing skills. These videos feel more polished and aesthetically pleasing.
Depending on your brand, your content may perform better as either home-made or polished. What’s critical is that your creators help you connect with your audience authentically.
@ariellecalimquim Reviewing the @bondisands Ultra Dark Self Tanning foam. Now available online @walmart #bondisands #bondisandspartner #selftanner #bondisandsultradark ♬ I Wonder If I Take You Home (with Full Force) – Lisa Lisa & Cult Jam
Arielle shops for beauty products at everyday stores like Walmart, Target, and Dollar General. Fans love the fact that she doesn’t have to buy high-end cosmetics to maintain amazing skin, nails, and hair.
Audrey Victoria is one of the most popular vloggers for hair care, pamper routines, beauty secrets, and product reviews. She has partnered with several beauty brands, including Necessaire, Moroccan Oil, and Redken.
Kayley Melissa, “your friendly, neighborhood hair stylist,” is one of the most prolific vloggers online today. As her tagline implies, she is a hair styling guru and product reviewer. Recently, she’s gained popularity for reacting to hair styling hack TikToks on her YouTube channel.
Evie is “Long Hair Pretty Nails” and a brand ambassador for Kiara Sky Nails. She has also collaborated with beauty brands like Poochiez Nails to produce exclusive new product lines. What is remarkable about her success is that she is 100% self-taught, and she is a brand and consumer favorite.
Ruopfu Whiso rarely talks during her videos, but she is able to demonstrate best practices and show off her favorite products using flourishes and upbeat music. Though based in Asia, she collaborates frequently with North American and European beauty and fashion brands.
Belinda Selene is a beauty guru, savvy shopper, and loving mother. She began creating online as a single woman and has since documented her wedding and pregnancies for fans and followers. Today, she maintains one of the most engaged communities as a mommy beauty vlogger.
Mundheep hails from Canada but embraces her Asian heritage with Indian-style fashion, hair, and make-up. Her Instagram Reels focus primarily on beauty and fashion while her YouTube chronicles her everyday life, to include cooking and wedding planning.
Kimberly Reyes is a Colombian model, actress, and beauty expert. She already has a few cosmetic brands of her own while furthering her career in show business.
Lou Flores is a crafty creator who is also talented with make-up for men and transgender individuals. Like Arielle, he prefers buying supplies from local Walmarts and dollar stores.
Lou vlogs primarily through Instagram Reels.
Manny MUA (Manny Gutierrez) is a talented makeup artist, entrepreneur, and accomplished YouTuber from San Diego, CA. His talents led him to be Maybelline’s first male brand ambassador.
You can find Manny on TikTok, YouTube, and Instagram.
Consumers love video content. Some of the finest influencers online today are vloggers. Beauty influencers in particular know how to leverage video to capture audiences and motivate them to take action.
As you add vloggers into your influencer community, don’t be afraid to try new types of videos and expand to new platforms. Whatever your approach, focus on building relationships with those beauty creators who love your products. Genuine brand endorsements ensure that viewers see the authenticity and get just as excited about your products as the creator.
Learn more about influencer marketing: Influencer Marketing 101
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