Vloggers dominate U.K. Beauty search results on YouTube, perhaps because they show content British women are interested in watching. Forty-one percent of British women search online for makeup tips, style overhauls and tutorials but just 37% of brands in L2’s Digital IQ Index:Beauty U.K. create how-to videos. For example, leading vlogger Gossmakeupartist appears in 29% of first page results for non-brand search terms and 3% of branded search terms on YouTube. Given that 73% of U.K. Beauty brands invest in video and 49% have more than five on their site, they should tailor their content to become more popular.
A few brands are doing it right. Maybelline New York has a page on its site dedicated to a video gallery of tutorials, including collaboration videos with vloggers. Visitors can filter content by keywords like “night time” or “eyes.” Procter and Gamble has collaborated with bloggers for its Beauty Recommended channel on YouTube, which appear in 16% of first page search results.