After reading this post by Stella on how marketing has changed, along with the cult-like influence by Youtube ‘beauty gurus’, I felt inspired to write about my own take on the Youtube beauty community.
For several years, I was a follower of many self-proclaimed “make up artists” like Michelle Phan. When one of my subscriptions recommended a D.I.Y. facial mask or a product, I would save money to purchase the product and try it for myself. It was an endless cycle, until my older sister told me to think more critically about the intentions and motivations of these Youtubers. Despite my insistence that “these girls are just like me, and they recommend that this really does work!” and that I was sure “they wouldn’t lie” since they would most likely have not been paid by the company, she was strong on her stance that I was being conned, along with the rest of the thousands of people subscribed to these girls. Then she said these words that have stuck by me since.
“You know they are most likely being sponsored, right? Companies are giving them free products because they’re cheaper than advertisements, but more effective.”
A few months later, these Youtubers were required to write disclaimers in the description boxes of the videos because of complaints. In videos, most gurus began to start announcing that the video was sponsored, or that they had been sent in the product they recommended. The backlash involving these gurus began to grow, with forums of former subscribers discussing which Youtubers to avoid in order to prevent being fooled.
Although marketing products through Youtubers is effective and a great, fast way to get your product/shop/brand out directly to consumers, there is always consequences of oversaturation. As a “guru”, you may begin to lose the trust of your audience, and losing authenticity is the quickest way to lose your audience on Youtube.
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Further Readings:
http://www.reddit.com/r/MakeupAddiction/comments/1weuz0/which_beauty_bloggersyoutubers_do_you_avoid/
https://blogs.ubc.ca/stellacho/2014/10/05/marketing-in-a-digital-age/
http://beyoungandshutup.com/2014/03/06/subversive-marketing-at-the-youtube-beauty-counter/