L2’s Intelligence Report: Social Platforms finds that Sportswear YouTube channels have the most views of all categories, 9.5 million. Fashion falls closely behind, but beats sportswear in the number of views per video. Last in views per channel is Beauty, which is surprising because the category lends itself well to tutorials and how-to projects. Beauty brand channels pale in comparison to views amassed on vlogger pages.
Beauty’s YouTube stagnation hasn’t been due to lack of trying. They have been posting regularly to YouTube since early 2014, with an average of three videos per month, without a significant improvement in channel views.
It is important for brands to maintain an effective YouTube presence. YouTube is the only platform other than Facebook with a reach greater than a billion unique viewers per month. And 75% of users visit the brand site after viewing a video, and 12% purchase the featured product. See here for more tips on how to improve a Beauty brand channel.