YouTube美妝網紅分析

Abstract

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This paper is an exploration of the popularity of makeup ‘beauty gurus’ on YouTube and what implications this has on branding collaborations for cosmetic brands. Through careful analysis of the videos from the most popular beauty YouTubers today, this paper will explore and determine which characteristics defined the success of these online influencers. Following this, this paper will further explore why YouTubers are attractive to brands for marketing purposes. The case study by observation method to investigate the video content of the most popular beauty YouTubers in the English-speaking world today, and to try to determine what qualities make these YouTubers so popular. The popularity of the YouTuber is determined by subscriber count in this study. The content and comment sections for five videos of the ten of the most popular beauty gurus on YouTube are analyzed for certain qualities. The results show that the most important characteristics a YouTuber should possess, according to the first category, are aesthetic and literary, followed by honesty, slogan, completeness, instructiveness, relevance, personal connection, and user engagement. The least important characteristic is passion, followed by unity, then repetitiveness, accuracy, and motivational. In terms of the second category, the top five important characteristics are literary, aesthetic, slogan, completeness, and appropriateness, and the five least important are passion, morality, reward, unity, and relatability. Additionally, all the YouTubers have a high level of interaction with their audiences. From audience comments, it is also easy to see that they hold direct influence over their audiences’ purchasing decisions.