If you’re a female, it is highly likely that you have searched up “How to” tutorials on YouTube within the category of makeup or fashion. With that, I have decided to comment and elaborate on Stella Cho’s blog post regarding this subject. In this day and age, a majority of the population with access to the internet frequently find themselves navigating through YouTube videos. Being guilty of it myself, I can see how companies selling beauty products could use the digital media world to gain more of a competitive advantage. My fellow classmate Stella outlines the partnership between YouTube’s “beauty gurus” and companies. It is clear that a large portion of cosmetic and fashion companies’ target market consists of young women. YouTube stars undoubtedly have a significant impact on what adolescents are purchasing. I can accurately assume that they act as role models to many. Let’s say that a company wants to promote their new line of cosmetics. In this era, all they have to do is develop a business partnership with one behind a YouTube account. After a few videos displaying their usage of the product, consumers will be eager to make the purchase. With fashion, a couple of the ever-so-popular “lookbook” videos on YouTube will suffice.

Ultimately, establishing a cooperative agreement and expanding their marketing campaign to the social media world will spark a powerful and positive change in consumer interest.