Transparency on beauty YouTube: How do you know what’s real when everyone is trying to sell you something?
Watching cute things on YouTube. By Nia Decaille Nia Decaille Audience producer Email Bio Follow May 3 If we’re being honest, I’m not that into beauty YouTube anymore. As a self-proclaimed product junkie, YouTube was once a space where I could get multiple honest second or third opinions on a new lipstick or moisturizer. At some point in my YouTube journey, it became harder to distinguish between who was telling me the truth and who was just trying to sell me something.
For marketing agencies, beauty YouTube is the perfect storm of brand savvy personalities and authentic storytelling. The case study found that brand affiliation adds to a beauty YouTuber’s credibility, which also made it a better candidate than communities such as gaming, where the opposite may be true. As authors Sergio Monge and Angeriñe Elorriaga point out, discussing brands in product reviews and makeup tutorials builds trust with viewers.
YouTube isn’t the only platform dealing with the murky lines between commerce, social influence and social media use. Within the past year, Snapchat and Instagram have made headlines related to missteps in influencer marketing. Last year, BuzzFeed News reported that advocacy group Truth in Advertising filed a complaint letter with the FTC about the vodka brand Cîroc.
She told Business of Fashion, “I did this early in my career to help pay some of our first employees’ salaries, but I no longer do any of these, so the content is 100 percent genuine.”
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