Top Five Emerging Style Channels on YouTube

/ Feb 17, 2014

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Yes, Valentine’s Day is over. But we here at VideoInk don’t really hold most men in high esteem, and are willing to bet that most of you (men) probably screwed-up the holiday for your better half. (Nothing wrong with a card-and-flowers combo from CVS… if you’re trying to buy a gift for a great-aunt.) Which is to say, you’re probably looking for a second, make-up gift.

With that admittedly forced lede out of the way, we want to talk to you about the beauty category on YouTube. As evidenced by this, this, and this, beauty creators are a major force on the world’s biggest video site, and can hold a lot of sway over which brands and products users choose to buy.

“People trust these influencers like they trust experts on any other topic,” says Barbara Goose, president of DigitasLBi Boston and Detroit. “The creators in this category have become subject matter experts, and their followers are eager to see what products they have to share, and why they chose them.”

This presents a great opportunity for beauty brands, who can embed themselves directly, and organically, into the conversations these creators are having with their fans.

“Beauty brands should take advantage of the organic groundswell that follows product mentions in these videos,” adds Goose. “There’s some great partnership opportunities in this space — you can use this kind of content to reach consumers through social and paid media, or consider further UGC opportunities to promote events, product launches, and holiday giveaways.”

Holidays like Valentine’s Day, when there is more consumer attention being paid to the beauty category.

So how are you going to figure out which products are right for you? Haul videos certainly help, and there are numerous top-notch (most-subscribed) creators who can assist you in figuring that out. But as is the case with any category of influencers, everyone is watching and listening to the ones at the top of the list.

What about the up-and-coming beauty/shopping/style/haul influencers? The ones you might know of now, but should, as their stars continue to rise.

Thanks to our ongoing partnership with DigitasLBi and Outrigger Media, we present to you the top five emerging shopping/style/haul creators on YouTube, as determined by the Emerging Talent Tracker tool from Outrigger’s OpenSlate analytics platform. This time around, we’ve also included each creator’s measure of influence, so you know how well they’re already connecting with their audience.

5. LoeyLane

  • SlateScore: 287
  • Subs: 4,238
  • Monthly Views: 47,100
  • Influence: 7.7/10

4. MeganMcTaggart

  • SlateScore: 353
  • Subs: 7,712
  • Monthly Views: 48,217
  • Influence: 8.3/10

3. Bethni

  • SlateScore: 399
  • Subs: 9,354
  • Monthly Views: 52,162
  • Influence: 8.4/10

2. DaynieMarieee

  • SlateScore: 402
  • Subs: 15,326
  • Monthly Views: 69,823
  • Influence: 8.6/10

1. LindsayLovesBeauty

  • SlateScore: 414
  • Subs: 18,779
  • Monthly Views: 113,310
  • Influence: 8.7/10

Emerging channels data comes from the Emerging Tracker Tool from OpenSlate, a YouTube analytics platform created by Outrigger Media. Data for the top emerging winter sports channels is as of February 12, 2014.


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