In a previous post, we discussed how beauty brands in France are not getting sufficient returns on their video efforts because they are barely visible on YouTube. Just 78% of the brands in the Digital IQ Index: Personal Care France that maintain a YouTube channel appear in first page search results for brand keywords, and only 31% appear as the first result. L’Oréal, however, has managed to beat the odds and derive 10x the video views of the average personal care brand.
Part of that success is due to production quantity. The brand has uploaded 350 videos on the platform, compared to the Personal Care Index average of 41. And many of the uploads are hair tutorials, one of the most searched-for topics in the beauty category. In addition to investing in its own content, L’Oréal is capitalizing on others’. It appears in paid search results for Dove on YouTube, benefiting from the brand’s successful Real Beauty Sketches campaign.
And L’Oréal is taking steps to increase video views that lead to purchase. It places a carousel of items used to create a look at the bottom of tutorials, and ‘buy now’ buttons are integrated throughout the L’Oréal YouTube channel. L’Oréal plans to continue its high-production strategy on YouTube. In June, it announced plans to launch “content factories” for its Shu Uemura and Kérastase brands.