Beauty Vlogger Michelle Phan has over 7 million subscribers for her YouTube channel, while the average Personal Care brand in the L2 Index has just 5,747. That means brands have a lot to learn from the 27-year-old head of a beauty empire.
Personal care brands are trying. Eighty-two percent have a YouTube channel and 64% have a dedicated UK one. But as this graph from L2’s Digital IQ Index: Personal Care | UK shows, their dedication to creating and posting videos yields no direct path to results.
Be visible. L’Oréal Paris has the highest YouTube presence among its counterparts with close to 60 million channel views, compared to the Index average of five million. The brand dominates organic search with ownership of 90% of first page real estate, even though it does not dominate paid search results. But digitally savvy brands such as Burberry have purchased against L’Oréal Paris’ brand keywords. Beating L’Oréal Paris’ organic reach is a difficult (and perhaps impossible) task, but purchasing against the terms of a brand successful on YouTube can be a shorter path.
Use tutorials. How-to videos and makeup tutorials constitute the bulk of L’Oréal’s Paris and leading vlogger channels.
Work with others (vloggers). There is no evidence that tactics such as channel branding increase views, but Vlogger partnerships have proven to be effective. Brands should enable YouTube’s ‘Related Channels’ feature, which is a side bar of relevant content determined by an algorithm. While it seems that enabling that feature could tempt viewers away, disabling it will prohibit brand channels from appearing under Related Channels.