Cosmetic brands massively use YouTube to promote their products, imposing certain video formats. The tutorial has become a strategic content, at the heart of brand innovation and communication., and responding to various objectives: visibility/reputation, development of uses, creation of communities... Brands also rely on opinion leaders to outsource the production of tutorials, and make them more authentic. The Metrics Factory agency deployed innovative processes, combining machine learning, text mining and social network analysis, to analyze the YouTube activations of 26 cosmetic brands and 20 influencers, for one year. The analysis ofa corpus of 3260 videos and 2.1 million comments associates made it possible to qualify the audiences of these brands, and to understand the forms of their engagement. The originality of the approach lies in: > a panel composed of brands and influencers, making it possible to compare the nature of the productions and their performances.> the comprehensiveness of the data processed: We analyze all the videos published by the brands and influencers in our panel, as well as all the comments.> the construction of adapted metrics: We carefully qualified the videos manually, in order to design accurate and relevant indicators to answer the problem.> a unique graph: We reconstructed the graph of interactions between consumers and the videos published by our panel, in order to be able to better understand audience engagement.
Among the main lessons of the study, we demonstrate that: #1 — Brands are powerful content publishers, and the main tutorial editors. They produced almost 2x more videos than the influencers in our panel. #2 - In absolute terms, brands generated almost as many views as influencers from our panel. However, they produce longer content, with a balanced performance, and they collaborate with brands, drawing a significant audience to their channels. #3 - Most of the tutorials posted by brands are short formats (<5 min), unlike influencers. The tutorial is both a common format (all actors produce it) and a differentiating format (38% of brands specialize in the production of tutorials). Tutorials contribute greatly to the vitality of branded YouTube channels: for 1 brand out of 4, the tutorials helped boost the volume of comments on their YouTube channels. #4 - Brands involve prescribers in their videos and give them longer speaking time, thus building the figure of the expert. It is a common lever for communicating about products at greater length. 4 out of 10 videos feature an expert. #5 — Brands sequence their content in the form of series, in order to talk more about products. 3 out of 4 brands produce video series and 4 out of 10 series highlight products through tutorial series. These series are quite successful, since 1 user out of 2 commented on at least one episode of a series in 2017. However, these formats do not necessarily retain the audience: the number of views is generally concentrated on a high-profile episode and 84.5% of users have never commented on more than one episode.The results of the experience are particularly positive, with a great deal of information concerning the daily activities of these brands, and reveals in general terms that: >Brands are looking for consumer attention, by heavily mediating their content while influencers are looking for monetization of their content. >The tutorial is a preferred content format for brands.>Brands create original, particularly innovative content in formats that are sometimes very long., ensuring additional media coverage: series, masterclasses, etc.
Access the complete study
[emaillocker id="76"]
Draw me a Tutorial - Analysis of beauty tutorials on YouTube From The Metrics Factory
[/emaillocker]
